1-800-FLOWERS.com, Inc.: Getting to Know Your Customers Across Multiple Brands

Results

  • Ease of use for loyalty members

  • User experience is no longer a separate function from marketing

  • Experiences that drive loyalty are embedded in overall marketing strategy

Key to Success:

  • Measurement of customer lifetime value
  • CRM and campaign data integration
  • Revenue and frequency measurement across member activities

Challenge

Theoretically, loyalty should be complicated for a company like 1-800-FLOWERS.com, Inc., a disruptive brand that made its name selling flowers over the phone and has grown into an enterprise encompassing nine distinct brands specializing in the retail, online and mobile sales of flowers, gourmet foods and gift baskets. 

Ensuring that every customer has a consistent experience, regardless of the channel or brand, has been an evolving focus of 1-800-FLOWERS.com, Inc.

Approach

1-800-FLOWERS is tracking the lifetime customer value by measuring revenue per member, member activity, frequency of engagement, cross-brand shopping and other value-based activities.

CRM and campaign data integration via Merkle Loyalty Solutions Group, as well as Google Analytics and other data sources, feed into regular reports to monitor growth and success.

“We think that’s where the marketplace is headed, and we want to make sure our brands are positioned for this future from a loyalty perspective. If a customer is talking to Alexa, they can order flowers or ask about their points. When they’re engaging with our concierge, GWYN can make sure they know they have an outstanding $20 reward. It’s very exciting stuff.”

Rahul Chand

Senior Director, Enterprise Loyalty Marketing, 1-800-FLOWERS.com, Inc.

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