FTD enables digital gifting

Dan Berthiaume
Senior Editor, Technology
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A leading specialty floral and gifting retailer is providing shoppers the option to give a new type of present.

FTD is leveraging technology from digital gifting company GiftNow, a Synchrony solution, to complement its physical merchandise with a personalized digital gifting experience for both the gifter and recipient. With GiftNow's platform, gifters can send personalized digital gifts in seconds and recipients can exchange or modify their items before they ship.

A number of other retailers in various verticals, including Target, Crocs, and Dover Saddlery, have also provided digital gifting services via GiftNow.

"At FTD, we're dedicated to helping you find and give the most beautiful flowers for life's important gifting moments," said Taryn Rayment, CMO of FTD, LLC. "By partnering with GiftNow, we're able to take gifting a step further by allowing shoppers to digitally gift merchandise in a matter of seconds at any time, with the option of a personalized note."

"We've entered a new era of gifting where the gifting experience is not just about the product, but about offering ways for people to connect in more meaningful ways," said Jennifer Muller, CMO of GiftNow at Synchrony. "FTD is leading the charge in innovating around the gifting experience, and we're excited to partner with them to help connect generous thought with generous action."

FTD works with 9,000 local florists to design, arrange and deliver floral arrangements across the U.S.