Cover Story: In Full Bloom

This investment isn’t limited to the 1-800-Flowers.com brand; the company is working to mobilize its subsidiary brands, too, even if only a small percentage of their products appear in the 1-800-Flowers.com Mobile Gift Center.

1-800-Flowers.com seeks to integrate not only its numerous brands with mobile, but also its various selling channels. The applications have been designed so other channels are easily accessible and vice versa. Shopping carts and products can be e-mailed for later checkout on the Web or sent as a wish list, for example. The application makes for an easy click-to-call for the telephone channel. Demand creation campaigns such as e-mail and SMS (text) marketing can provide a call to action that drops the customer right into the storefront app on the handheld device.