1-800-Flowers unveils leading-edge tech ahead of Valentine’s Day

Dan Berthiaume
Senior Editor, Technology
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1-800-Flowers app is rolling out enhancements across its digital, mobile and voice channels.

The specialty gift retailer is attempting to streamline its omnichannel shopping experience as the Valentine’s Day rush approaches. The new features 1-800-Flowers is unveiling include an intelligent virtual assistant (IVA) which combines artificial intelligence (AI) and human interaction.

The IVA enables customers to perform voice-based self-service tasks such as tracking order status, applying order modifications, and browsing FAQs without live agent support. Natural language processing (NLP) technology enables customers to speak naturally when interacting with automated voice assistants.

In addition, a hybridized customer care system recognizes customer intent and communicates with live agents to eliminate wait times and help route and solve customer queries as efficiently as possible. And an adaptable, AI-powered agent learns with each customer interaction, using order history and phone number recognition, to provide increasingly-personalized service to returning customers over time. 

Furthermore, 1-800-Flowers has revamped its mobile app and desktop site. App features include a one-tap buying experience in the new “trending gifts” section, a personalized “Blooms for You” newsfeed with personalized updates on product introductions, promotional offers and calendar reminders, self-service order tracking, live interaction with a gift concierge via Apple Business Chat through iMessage on iOS, and a gift finder with tailored product recommendations. 

Other new mobile features include a 3D and augmented reality (AR) tool that enables shoppers to preview top-selling Valentine’s Day arrangements in 3D and then in their own spaces with AR using their mobile devices. On Apple Pay-enabled devices, customers can also seamlessly check out and pay within the AR experience. 

For all mobile transactions, 1-800-Flowers is now accepting payment through Venmo. Additionally, for the first time, Venmo and other digital payment wallets, including Apple Pay and Google Pay, can be used in the retailer’s continuity programs.

Desktop enhancements include faster loading times and an image optimization tool that enhances site speed and performance while depicting clearer and more vivid imagery to users, streamlined checkout forms, a seamless shipping information page and address auto-complete with Google Maps, complimentary e-cards, and one-click log-in.

“As customers prepare to find the perfect gift for their Valentine, we are pleased to introduce new and unique ways to interact with while providing a significantly enhanced shopping journey,” said Tom Hartnett, president, “We believe gift-givers will enjoy the increasingly-sophisticated and highly-personalized experience they’ll encounter as they look to express, connect and celebrate with those they love in the coming weeks – and well beyond.”