TECHNOLOGY

1-800-Flowers remembers Mom with mobile and voice tech, assortments

BY Dan Berthiaume

1-800-Flowers.com is offering new shopping and payment options, as well as special assortments, in time for Mother’s Day.

The specialty online gift retailer’s Mother’s Day push includes implementing Google Home as a new voice platform for shopping and transacting. In addition, 1-800-Flowers has optimized its mobile consumer app for the new Samsung Galaxy Fold smartphone.

This year, 1-800-Flowers.com expects to deliver 20 million stems and 160,000 plants and succulents for Mother’s Day. The brand expects between 50% – 60% of its total traffic for Mother’s Day to originate via mobile devices, compared to roughly 47% during its non-peak holidays.

Furthermore, 1-800-Flowers has introduced its 2019 Local Artisan Collection, featuring an exclusive assortment of arrangements designed and inspired by local florists throughout the U.S. The collection, which includes 16 original bouquets, is timed for Mother’s Day gift-giving.

Each year, 1-800-Flowers.com hosts a number of local artisan design workshops, bringing together select groups of florists from across the country to discuss trends, share ideas, and collaborate with its product development and merchandising teams. As part of these workshops, florists develop unique product concepts. Exceptional designs are selected to become part of the 1-800-Flowers.com Local Artisan Collection, and the arrangements become available for sale nationwide.

“The Local Artisan Design Workshop is one of our signature programs for bringing constant innovation to our product assortment,” said Valerie Ghitelman, VP, product development and design, 1-800-Flowers.com. “Each arrangement featured in the Local Artisan Collection is a reflection of the design expertise, imagination and local flair that are hallmarks of the thousands of talented florists we work within communities across the country. We are so proud to offer this exclusive collection, just as our customers get ready to celebrate mom on her special day.”

Arrangements in this year’s collection range from $39.99 – $124.99 and are available online now.

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