1-800 Flowers Brand Strategy & Marketing 2015 October 2014 California Lisa Hendrikson Vice President, Brand Strategy & Marketing
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Brand Strategy
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The Current Environment Weakening of Flash Sales (-40% YOY) Competitive pricing/offers -- $19.99 price points, 40-50% off Competitive spend – including Edible Arrangements, ProFlowers New Floral Brands – Bouqs, H.Bloom, Amazon, Bloom Nation, Bloom That Same Day Delivery offered outside of floral space – Amazon, Target, eBay, Google Shopping Express Valentine’s date placement – Saturday (forecasting -15% decrease in sales YOY)
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1800flowers.com Continued shift of traffic to non-desktop (hitting over 50% in 2014) Increase social engagement & “social” commerce – 1MM mark (Facebook likes) – Collect and Promote content (incl. Celebrations)
Email database is less engaged Direct Mail testing Role of TV, New Media & Online Video and measurement for success Targeted Display Role of PayPal, Visa checkout, Google checkout, alternative payment options
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FY15 Brand Objectives Invest in web/mobile shopping experience Launch new web platform – single check out across brands New customer database with Merkle Continued integration of “Come In” (brick and mortar) – bring the local florist to the forefront Leverage Fruit Bouquet business Leverage Food and Baskets brands, Harry and David Loyalty Programs – Passport and Fresh Rewards Expand reach through partnerships – Real Simple, Sandra Magsamen, Isaac Mizrahi 5
Retail Integration / Marketing
Store Locator Page
Store Locator - Landing Page
Choose your state or enter your ZIP code.
Store Locator - Store Page
Meet your Local Florist.
In store coupon
Local Merchandising Program Store Page
See Locally Exclusive Arrangements.
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Read about how the product came to be, who made it, and a little about the florist themselves.
1-800 Flowers – Promotional / Transactional e-mails E-mail Banner links right to the Store Locator Page.
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1-800 Flowers.com Direct Mail
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1-800 Flowers Partnerships
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Offline Radio Partners
Local Marketing Test: Mobile Geo-fencing
Reaching our customers. 1-800 Flowers ads were targeted to consumers near 1-800 Flowers retail shops as well as competitor locations.
Mobile Display.
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National Commercial