1-800-Flowers.com plants seeds of seamless consistency

Specialty retailer 1-800-Flowers.com operates across several banners and channels, and is trying to present as unified a customer experience as possible.



1-800-Flowers has chosen the IBM Commerce on Cloud solution to ease the process of conducting transactions across all its brands, including Harry & David, Wolferman’s and Fannie May. The platform will also help deliver a seamless customer experience across the Web, mobile and call center channels.



Using IBM Commerce on Cloud order management capabilities, 1-800-Flowers can eliminate silos that previously existed in the fulfillment processes of its different banners. Customers will also be able to see the status of multi-brand orders online.



In addition, the retailer will able to reduce the time and cost of infrastructure management and more efficiently manage its large seasonal spikes in demand. The company’s future plans include infusing IBM’s cognitive capabilities into the platform to enhance its ability to provide highly personalized customer experiences.



"Our customers are coming to us, across all of our brands, to help them address their many gifting and celebratory needs,” said Chris McCann, president, 1-800-Flowers.com Inc. “It’s our job to deliver a convenient and enjoyable customer experience every time we interact with them. We do this through a combination of truly original products and an expanding range of services – and IBM’s Commerce on Cloud solution is helping us deliver on that promise.”



Many retailers operate across multiple banners, and even “pure play” digital retailers like 1-800-Flowers typically operate in several channels such as Web, mobile, call center and social. Unifying orders on the back end creates cost savings and operational efficiencies while also delivering a much more satisfying and coherent seamless front-end experience.