With one of the most recognized brands in gift retailing, 1-800-FLOWERS.COM provides a broad range of gift products including flowers, plants, gourmet foods, candies, gift baskets and other unique gifts to customers around the world via the Internet, telephone (available 24 hours a day) or by visiting one of its company-operated or franchised stores. The company's gift product line is extended by the merchandise sold under its other brand names, including home decor and garden merchandise under Plow & Hearth, gourmet food products under GreatFood.com and The Popcorn Factory, and children's gifts under Hearthsong and Magic Cabin Dolls.
Our executive management team was constantly seeking a better understanding of our customers and their buying behavior in order to improve the 1-800-FLOWERS.COM customer experience. To do so, it was vital to obtain the best, most accurate data about our customers and their preferences. The initial charter for IT was to implement a data warehouse that would enable 1-800-FLOWERS.COM's database marketing group to identify customers who were open to receiving e-mailings and then distribute highly targeted e-mail promotions. Management was enthusiastic about the marketing and sales potential of e-mail, yet extremely sensitive to heeding the requests of customers who did not want to receive such mailings.
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