1-800-Flowers.com is upping the channel options for buying Valentine's Day gifts in 2018. Beyond AI platforms and mobile ordering, customers can also get concierge advice.
An important strategy for this month's important shopping day is offering multiple and easy ways to transact, via chat or voice. For example, consumers can order flower arrangements on Google Assistant-enabled devices for both Android and iPhones. Plus, the brand's Fresh from the Farm collection is available through Google Express.
In addition, Valentine's Day will mark the launch of Alexa's "one-shot" intent for a more streamlined ordering process. And Amazon's Alexa is integrated with Amazon Pay, making the transaction possible in even fewer steps.
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Finally, consumers can make purchases via Facebook Messenger chatbots. The chat windows are also a place for customers to contact customer service for order inquiries.
In an effort to encourage more consumers to try these digital channels, 1-800-Flowers.com is offering discounts exclusive to the mobile app, PayPal, Google Assistant and Facebook Messenger.
“New technology is continually changing the way consumers interact with brands, so we strive to be at the forefront of where customers are going next," Tom Hartnett, president, 1-800-Flowers.com, told FierceRetail. "And with more and more customers making buying decisions on the go, we are committed to providing gift-givers innovative ways to shop and take advantage of exclusive deals wherever, whenever and however they choose to shop with us."
The brand will also host a dedicated customer self-service portal for Valentine's Day shopping. The online Customer Service Hub enables shoppers to view updates on order status in real-time, including the option to modify orders and chat live with associates.
Finally, Gwyn, the online gift concierge, will offer gift suggestions for customers. Powered by IBM Watson, the program is intuitive and builds up a detailed profile of the gift-giver and receiver. From that platform, consumers can quickly add a gift to their shopping cart.