As a company focused on inspiring more human expression, connection, and celebration, the 1-800-FLOWERS.COM, Inc. e-commerce platform – which features more than a dozen brands – has become a popular destination for consumers to connect with the important people in their lives. With connection and expression becoming more important than ever, the company recently accelerated its customer engagement efforts – building relationships with customers beyond the transactional process and fostering a real sense of community and belonging.
One of the company’s many customer engagement efforts focuses around sharing timely, helpful, and informative content to its customers through a thoughtful and highly personalized email marketing strategy. The company uses sophisticated customer data, long-term marketing programs, and Movable Ink-powered personalization as it continues to engage customers, drive relevancy, and build relationships.
Providing Personalized Gift Reminders and Suggestions
In today’s fast-paced world, it can be all too easy to miss a birthday or forget to order that anniversary gift in time.
To help customers plan for special occasions, the company leveraged consumer data and integrated it into sophisticated, scalable 1:1 emails that remind customers when they buy gifts every year, who they buy for, and what products they buy regularly. Taking it one step further, the company also showcases the name and relationship of the gift recipient along with suggestions for alternative gift options from across its family of brands. These efforts help its customers ensure no birthdays, anniversaries, or special occasions go uncelebrated.
To create even more relevant email communications for its customers, Movable Ink integrated a progressive web app that made it easier for the company to include APIs that allow for products, inventory, and social proof numbers to load instantly in emails so customers always have the most up-to-date product recommendations when they open their email.
Showcasing Popular Products
To help customers choose the perfect gift for their recipient, the company also shares roundups of its most popular products based on the occasion – with product views incorporated directly into the email. For example, around the holidays, 1-800-Flowers.com customers received a beautifully designed email showcasing some of the most popular floral arrangements available on the website. With the use of aggregated site data, the brand was able to display the number of views on each item so customers could see how popular the holiday offerings were around the country – encouraging them to place their orders before those popular items sold out.
Featuring Customization Capabilities
With many personalized items available, the company wanted to showcase how products can be customized for the recipient. For example, with the help of Movable Ink, the Harry & David brand was able to create personalized images of gift baskets with the customer’s last name embroidered on the basket liner. With an emphasis on the customer’s last name, the image presented a lovely gift basket for the whole family to enjoy.
Sharing Yearly Insights
Traditionally, “year in review” emails are centered around a brand’s commitment to its customers and how those consumers benefited from that brand’s services or offerings.
The 1-800-FLOWERS.COM, Inc. family of brands is uniquely positioned to help customers express themselves, connect with others, and celebrate life’s meaningful moments. Therefore, the company’s personalized “year in review” email reflected a theme of giving. Customers saw how many gifts they sent, how many people they sent gifts to, and each gift recipients’ name and city. This strategy recognized both the customer and gift recipient as a way to reinforce the company’s position as a leading destination for gifting and sharing.
The year in review content was meant to share joy and spark thoughtful consideration regarding the previous year’s customer purchases. Personalization brought out the uniqueness of each customer while company-wide statistics displayed the company’s market reach.
The 1-800-FLOWERS.COM, Inc. family of brands helps millions of people connect through thoughtful gifts, flowers, gourmet foods, personalized keepsake items, and more. By leveraging Movable Ink and a highly personalized email marketing strategy, the company has been able to connect meaningful moments to real customers, reminding individuals to connect and celebrate with loved ones through the perfect gift for every occasion.
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