Daily Insights

Digital Darling

By: Alizah Asif Farooqi | Feb 11, 2021

Last Valentine’s Day, 1-800-Flowers gave itself a tech transformation. This year, the brand is reaping the rewards.

This Valentine’s Day, gift givers will spend $2.3 billion on flowers, a chunk of which will be ordered from 1-800-Flowers.com. With delivery high in demand during the pandemic, consumers are turning to the “McDonald’s of flowers” to treat their loved ones to blooming bouquets. The brand is offering everything from classic roses to Instagram-ready boxed arrangements. And though it’s no secret that the gift business is always booming (thanks to all the holidays, both real and made up), 1-800-Flowers has its online and mobile presence to thank for an especially bountiful year.

One aspect that has remained consistent and helped the flower brand flourish is its straightforward style. The name 1-800-Flowers may sound confusing, but it gets to the point. Similarly, Berries.com doesn’t play aorund with words. Additionally, the company made a push for personalization around 2018, allowing consumers to customize anything from wine glasses (think commemorative anniversary favors) to wall art. The label isn’t afraid to experiment with different platforms either. 1-800-Flowers founded a mobile gift center back in 2008 that lived on Blackberry smartphones and made its first transaction on Facebook in 2009. Two years later, it bit the bullet and committed to its very own app.

Next, the company plans on introducing more “conversational commerce” via chatbots and voice-operated shopping, 3D and AR features so consumers can see their bouquets before buying, and Venmo/touchless payment integration—a must in today’s new world.