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BY Hemron ON 30 Jun 2021


1-800-FLOWERS.COM uses merchandising insight to deliver what customers want

The Mother’s Day campaign increased engagement with 1-800-FLOWERS.COM’s wall posts by 393 percent.

As a florist, 1-800-FLOWERS.COM knows that something small can blossom big. The business started out on Facebook by using its Page for customer support. But thanks to the insights posted there—which products customers like best, what new merchandise they want—the company saw it could do more.

So 1-800-FLOWERS.COM installed Like buttons on its e-commerce site, letting visitors like a particular bouquet or other product they would be happy to receive. Every time customers clicked Like, the action triggered a story in their friends’ news feeds—and that flower power meant people were talking to their friends about the brand.

Today, 1-800-FLOWERS.COM counts on Facebook more and more to help make merchandising decisions. Leading up to Mother’s Day, the brand asked moms to like the products they most wanted. Turns out, four out of the five most liked products by moms were Mother’s Day best-sellers.

So while kids don’t always listen to their parents, it’s clear that they do read their Facebook status updates.