Tim Mummers, Chief Data Officer
With the continued growth of e-commerce competition, companies have a limited window of opportunity to exceed increasing customer expectations. 1-800-FLOWERS.COM sought to understand customer segments and purchasing behaviors to provide its customers with an optimal shopping experience.
To meet this challenge, the company segments customers by their interactions with 1-800-FLOWERS.COM. The segmentation provides in-depth insights and a 360-degree view of customer behavior with the company. Data-driven strategies have enabled 1-800-FLOWERS.COM to develop a better understanding of its customers and to optimize the way customers experience its family of brands.
The company’s use of analytics helps customers choose specific products to fit their needs, including flower delivery and brands such as Harry & David, Cheryl’s cookies, Fannie May chocolates and The Popcorn Factory. Leveraging data and analytics enables the company to determine the most efficient places to spend money to improve retention and acquisition and to effectively introduce customers to new brands. 1-800-FLOWERS.COM can better determine the type of offers its customers are interested in receiving and the offers to which they’ll respond. By analyzing profiles of customers who begin shopping with one brand and expand to another, marketers can target customers who are inclined to shop with multiple brands.