FTD/Proflowers obtains unified data view with Google cloud platform

Dan Berthiaume
Senior Editor, Technology
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A leading specialty floral and gifting retailer is unifying goals and optimizing its business across systems, functions, partners, and geographies.

FTD/Proflowers is deploying the SoundCommerce retail data platform, running on a Google cloud infrastructure, to create a “single source of truth” around every customer interaction across every channel. This includes order placement, fulfillment and delivery. to unpack the drivers and detractors of customer lifetime value and profitability. This tailors the journey to each individual customer, providing the best possible experience. 
By obtaining a coherent, unified view of each omnichannel customer journey, FTD/Proflowers can more effectively optimize key processes and workflows, which it hopes will boost profitability and improve customer experience. The retailer also seeks to better keep track of the accelerating pace of change in e-commerce trends and consumer shopping preferences caused by the COVID-19 pandemic. 

[Read more: FTD enables digital gifting]

Through a new partnership with Google, the SoundCommerce solution is now available directly from the Google Cloud Platform Marketplace. Google Cloud customers can adopt SoundCommerce directly from Google Cloud’s platform console and apply Google Cloud credits.

“It’s been our mission to build deeper and more meaningful connections with our consumers, and that is even more important now,” said Matt Powell, CTO at FTD. “We’ve been undergoing a tremendous digital transformation since before the pandemic. Data is critical to our success, and our partnership with SoundCommerce on Google Cloud is a vital component to our ongoing strategy.” 

“The pressure is on for retailers to provide data-driven experiences for today’s expectant shoppers,” said Carrie Tharp, VP, retail and consumer at Google Cloud. “We’re excited to welcome SoundCommerce to the Google Cloud Marketplace and empower retail brands to create shopping experiences that are both personalized and profitable.”  
“It’s harder than ever to be a DTC brand. Meeting customers where they are is the new expectation, but brands are not set up or resourced to manage this complexity effectively. Every action is a tradeoff between profit and customer experience driving customer lifetime value (CLV),” said Eric Best, CEO at SoundCommerce. “SoundCommerce enables brands to unify their decisioning around profit and CLV across every function, by accelerating their path to a complete, modern cloud data warehouse.”