The service was developed in partnership with established floral provider Floriq. It will be available from Woolworths' 821 stores by phone and online.
Woolworths marketing director Stephen Robertson said: 'Woolworths' national coverage and brand recognition means that our flower delivery service can challenge established providers. We're famous for Mother's Day, which is quickly approaching and with an average of 6 million customers every week, we are confident the service will be extremely popular.'
An internet and in-store marketing campaign has been developed to promote the service. Customers can choose their desired delivery date, as well as the option to add a personal message and free delivery is included with all purchases.
This is the latest addition to the retailer's expanding multichannel offer, which allows customers to purchase Woolworths products online, as well as less traditional products such as cars, experience days and garden furniture. The company also recently launched its own online travel site.