Daily Insights

Digital Flower Power

By: Mackenzie Baker | Jan 31, 2020

1-800-Flowers is getting a tech transformation just in time for Valentine’s Day. 

The floral retailer has revamped its smartphone app and website to include augmented reality experiences, one-tap buying, a “gift finder” section, and digital payment integration. On the website, users now have access to a virtual assistant to support voice-based self-service as well as a streamlined checkout and the ability to design and send e-cards. On the app, AR technology will allow customers to see a 3D view of flower products and order bouquets using Venmo or online wallets such as Apple Pay and Google Pay. In anticipation of Valentine’s Day, shoppers can preview the best selling holiday arrangements and see how it looks in their own home using 3D imaging and AR. 

1-800-Flowers is rolling out these modifications in anticipation of the demand spike the brand faces on Valentine’s Day. By creating relevant, streamlined experiences for customers online or on the app, the brand is able to create a better customer journey, according to a Gartner report on the topic. 1-800-Flowers updating its purchasing practices may help the brand stay relevant amongst younger consumers—of whom only half plan to celebrate Valentine’s Day.  

1-800-Flowers traditionally blossoms around Valentine’s Day when the brand introduces its up-to-date digital strategies. The brand’s upgraded ordering system may make gift buying easier than ever and inspire other brands to embrace AR and AI technology to transform the shopping experience.