STORES Magazine - May 2009 - (Page 30)

EXECUTIVE SUITE / TECHNOLOGY Cross-Pollination BY MICHAEL HARTNETT Garden-variety systems not enough for 1-800-FLOWERS’ growing portfolio A t some future hall of fame induction ceremony for t he r etail i ndustry’s e -commerce p ioneers, 1-800-FLOWERS will be in the unique position of both providing and accepting bouquets. In 1992, it was one of the first companies to market products online, and it launched its own website three years later. These days, 1-800-FLOWERS is continuing to expand and evolve as it reaches out to customers with many more offerings in a variety of product categories. In keeping with its pioneering tradition, the company is finding ways to use new technology to forge lasting relationships with current customers and attract hosts of new ones. “The term ‘customer-centric’ is overused, but we are very much customer-centric,” says Aaron Cano, vice president of customer knowledge for Carle Place, N.Y.-based 1-800FLOWERS. “We know who the customer is and what she wants, and we maintain an open dialog” with her. Dramatic increases in 1-800-FLOWERS’ customer base, customer retention and its ability to attract and keep key consumer segments have been matched by an active acquisition 30 STORES / MAY 2009 strategy that has resulted in a stable of 14 individual brands across a broad spectrum of product categories, including Cheryl&Co. gourmet cookie gifts, The Popcorn Factory, Plow & Hearth outdoor living and Fannie May chocolates. In recent years, the company has tripled its customer base to 30 million and increased the retention rate for its best customer WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - May 2009

STORES Magazine - May 2009
Executive Editor's Page
President's Page
Facts to Chew On
What Shoppers Think
Deals "R" Us
10 Things You May Have Missed
Numbers Worth Counting
Full Price/Markdown
Retail People
Cover Story: Brand X Power
Home Improvement
Credit Where Credit's Due
Locate, Locate, Locate
New Playbook
Staying in the Fast Lane
Clean and Green
Driven to Please
Farm System
Rx for Shrink
Zeroing Out Zombies
Rogues Gallery
Ounce of Prevention
Loeb Retail Letter
Chain Action
Optimism Rocks
ARTS Update
Point of View
Retail Crossword
Retail Industry Calendar
End Cap

STORES Magazine - May 2009