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How Petal & Twine Cut Delivery Complaints by 64% with RouteWise
At a glance
| Customer | Petal & Twine, online florist and gift shop |
| Location | Bristol, United Kingdom |
| Size | 85 staff, 22 delivery vans |
| Challenge | Late deliveries on peak days and planners spending hours on routes |
| Solution | RouteWise route planning and live delivery tracking |
| Results | 64% fewer complaints, 2.5 hours saved per day, £118,000 saved in year one |
The challenge
Petal & Twine delivers fresh flowers and hampers across Bristol, Bath and South Gloucestershire, with most orders promised for a same-day, two-hour window. On a normal day the team handles 600 deliveries. On Valentine's Day and Mother's Day that rises to more than 3,000.
Until 2025, two planners built routes each morning in spreadsheets and Google Maps. It took them up to three hours, and plans broke down as soon as late orders arrived. Drivers often doubled back across the city, and customers had no way of knowing when their flowers would arrive.
The result was predictable. On Mother's Day 2025, 19% of deliveries missed their window, the customer service team logged 410 complaints, and the company refunded £14,600.
"Our flowers were beautiful, but if they arrive three hours late to a birthday lunch, that is all the customer remembers," said Hannah Price, Operations Director.
The solution
Petal & Twine chose RouteWise in September 2025 after a four-week trial on eight vans. The rollout covered:
- Automatic route planning: routes for all 22 vans are built in under two minutes, taking delivery windows, van capacity and traffic into account.
- Live re-planning: late orders are slotted into the best van in real time, without rebuilding the whole plan.
- Customer tracking links: each customer receives a text with a live map and a 30-minute arrival window.
- Driver app: turn-by-turn directions and photo proof of delivery.
RouteWise's onboarding team trained both planners and all drivers in two half-day sessions, and the full fleet was live within three weeks.
The results
Comparing Mother's Day 2026 with Mother's Day 2025, and the first full year of use with the year before:
| Measure | Before RouteWise | With RouteWise | Change |
|---|---|---|---|
| Deliveries missing their window (peak day) | 19% | 4% | down 15 points |
| Delivery complaints (peak day) | 410 | 148 | down 64% |
| Time spent planning routes per day | 3 hours | 30 minutes | 2.5 hours saved |
| Average miles per van per day | 96 | 78 | down 19% |
| Deliveries per van per day | 27 | 33 | up 22% |
| Annual fuel, overtime and refund costs | £402,000 | £284,000 | £118,000 saved |
Because each van now makes more drops, Petal & Twine handled 12% more orders in 2026 without adding a single van for peak season.
In their words
"RouteWise paid for itself before Valentine's Day was over. Our planners now spend their mornings helping customers rather than fighting spreadsheets, and our drivers finish on time. The tracking links alone took a huge weight off our customer service team."
Hannah Price, Operations Director, Petal & Twine
What's next
Petal & Twine is now using RouteWise data to open a second depot in Cardiff in spring 2027, with routes modelled before the lease is signed.
To find out how RouteWise could work for your fleet, call the RouteWise team on 0117 496 0321.