1-800-Flowers.com (NASDAQ: FLWS), ProFlowers and other online florists increased their use of m-commerce tools this year to capitalize on the lucrative Valentine's Day selling season.
1-800-Flowers smartly partnered with PayPal (NASDAQ: EBAY) and Google (NASDAQ: GOOG) Wallet to incentivize prospective Valentine's Day customers. PayPal targeted a group of three million customers who had not shopped at 1-800-Flowers yet, but demonstrated that they may be interested in doing so. The prospects received a $15 credit in their PayPal accounts, which could be automatically applied when a consumer used PayPal to checkout from 1-800-Flowers' mobile properties or web site.
"[1-800-Flowers is] very aggressive with their mobile, digital and social activities," Sarah Hodkinson, director of marketing and offers at PayPal Media Network, told Mobile Commerce Daily.
The partnership certainly paid off: 1-800-Flowers says the email campaign generated a significant 240 percent return on investment. 1-800-Flowers' similar offer with Google Wallet incentivizes users to buy Valentine's Day gifts using the Google Wallet checkout option on the online flower retailer's mobile properties.
Meanwhile, ProFlowers launched its first iOS app last week to help consumers order flowers quickly. The app features a condensed selection of 40 flowers and plants.
"Increasing mobile conversion has been an elusive goal for many e-commerce companies, and we believe the problem lies in the poor mobile app experience," Brady Cale, chief technology officer of ProFlowers' parent company Provide Commerce, told Mobile Commerce Daily.
To speed up the checkout process, ProFlowers' app pulls in contact information from a phone's address book into the shipping field. Plus, the app syncs with Facebook to set up notifications around users' special occasions and birthdays.
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