1-800-Flowers.com played up Pantone’s 2018 Color of the Year, Ultra Violet, on Valentine’s Day with a Passion for Purple collection, which is also being promoted for spring holidays.
On Valentine’s Day, 1-800-Flowers.com focused energy on connecting with mobile shoppers and streamlining interactions with popular voice-enabled technology and Flower Shop Network members saw “significant increases in orders placed.”
Those are two additional takeaways from our ongoing coverage of the holiday, from the perspective of national brands.
Other highlights include:
1-800-Flowers.com. This year, mobile shoppers could order from 1-800-Flowers.com via chat and voice “across a variety of platforms,” said Liz Castoro, director, enterprise public relations. “Customers were able to easily order popular floral arrangements on Google Assistant-enabled Android devices and iPhones for delivery nationwide. Customers used Google Assistant to shop selections from the brand’s ‘Fresh from the Farm’ collection on Google Express.” The company also enhanced its voice-enabled technology through Amazon Alexa, to “streamline dialog.” The company was not able to provide sales or trend numbers.
Flower Shop Network. “According to analytics February 1st thru February 14th our members saw significant increases in orders placed, increases varied by shop with some as high as 38 percent,” said Loranne Atwill, co-owner and CFO. “On average, conversion rates increased 15 percent over last year. Many of our shops also reported an increase in average order value.”
Check out additional coverage of national brand efforts in last week’s issue.
