Harry & David introduces gift of a new subscription service
An online subscription option is part of an array of new digital shopping features Harry & David is unveiling in time for the holidays.
The 1-800-Flowers.com brand’s subscription service delivers selections from an assortment of 130 products to customer doorsteps each month. The pay-as-you-go service also lets customers select from one of five new curated discovery boxes, including sweets, variety, pantry, fruit, and premium popcorn options, offering a differing selection of themed Harry & David products each month.
Harry & David is also rolling out other customer-facing features across mobile, desktop and tablet platforms, including a 100% progressive web app (PWA) mobile website designed to offer a super-speedy and seamless shopping experience. The retailer is upgrading its app as it says nearly half of its digital traffic comes via mobile device.
In addition, leveraging shopping history and data across multiple consumer touchpoints, Harry & David is delivering highly-customized homepage content, such as greeting members of its loyalty program by name, as well as individually tailored emails and display ads. Customer activity has been tied together across user devices including desktop, mobile and tablet to provide a more continuous experience, with frequent shoppers rewarded with benefits such as exclusive access to promotional events.
For the desktop experience, Harry & David has integrated more robust search capabilities, including added filtering options that allow customers to search by occasion, shipping type, price range, ingredient contents, dietary restrictions and recipient. Desktop shoppers can also now discover new products through tailored product recommendations provided at checkout, along with special opportunities to take advantage of flash deals.
Furthermore, Harry & David has integrated SmartGift, a feature that enables customers to purchase a gift and notify the recipient in real-time via email, SMS or any messenger application. And a new gift finder tool provides tailored product recommendations based on customer responses to three questions – “who is this for,” “what’s the occasion,” and “what’s your budget?”
"The ongoing investments we are making across our digital channels are not only contributing to the strong online sales growth we've been experiencing at Harry & David but are allowing us to deepen our engagement with new and existing customers," said Steve Lightman, president, Harry & David. "While our digital transformation continues, we believe these latest enhancements will further streamline the shopping experience, making it easier than ever for shoppers to share a smile with someone as they cross off items on their gift lists."