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01/26/2022

1-800-Flowers.com launches new loyalty app

Dan Berthiaume
Senior Editor, Technology
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1-800-Flowers.com is launching a new app for its Celebrations Passport program.

1-800-Flowers.com is offering a mobile shopping experience that is fully integrated across all of its brands.

The specialty gift retailer is spearheading the enhancement of its Celebrations Passport loyalty program with the new Celebrations Passport app. The app provides customers with a fully integrated mobile shopping experience and single destination to manage membership details, discover new products, and engage with corporate resources, such as gifting advice.  

In addition, Celebrations Passport members can now earn one point for every dollar they spend across the company's portfolio of brands, including 1-800-Flowers.com, 1-800-Baksets.com, Cheryl’s Cookies, Harry & David, PersonalizationMall.com, Shari’s Berries, FruitBouquets.com, Moose Munch, The Popcorn Factory, Wolferman’s Bakery, and Simply Chocolate.

Points earned over a 12-month period automatically unlock perks and benefits as customers reach special gifting tiers. Rewards include free standard shipping and no service charge for one full year, exclusive content and gifting tools, and quarterly Celebrations Passport events featuring great savings on products.

Higher-level perks include invitations to exclusive events, early access to products and collections, priority customer service support, a complimentary birthday gift, free premium printed greeting cards, and discounted membership renewal. 

The new app also features a mobile-first design and showcases gifts through lifestyle photography and animated guides.

1-800-Flowers is becoming a more digitally oriented company. In addition to its recent purchase of the floral livestreaming platform Alice’s Table, the retailer has unveiled several new digital offerings in time for Valentine’s Day. These include checkout with a mobile or desktop BNPL option provided by Klarna, as well as checkout with digital payment solutions including Apple Pay, PayPal, Click to Pay, and Venmo.

1-800-Flowers also recently introduced a variety of new floral subscription offerings, enabled customers to contact customer care agents through two-way SMS text messaging, teamed up with astrology app Sanctuary to curate a special collection of floral bouquets, and partnered with TikTok creator and influencer Eros Miranda.

In October 2021, the retailer launched a new business-to-business solution called Hero, based on technology from SmartGift. Hero, an intelligent enterprise engagement and gifting platform. The solution also provides features including same-day delivery and address-less shipping capabilities, customization offerings, and white-glove service. The retailer also recently completed the migration of its e-commerce platform and other services to Google Cloud.

"Our customers are givers at heart, and their feedback was central in helping us shape the increased benefits of our loyalty program to make it even more rewarding," said Jenna Messer, VP, Loyalty Marketing, 1-800-Flowers.com Inc. "Beyond valuing additional perks and rewards, they told us they would love to see more curated content and product collections to help with their gifting decisions, along with the option to shop across our brands via mobile. We're excited to take our Celebrations Passport program to the next level as we continue to ensure every interaction and touchpoint we have with our customers inspires them to express, connect, and celebrate with the important people in their lives."