1-800-Flowers: Helping Customers Build Meaningful Relationships Builds Better Customer Loyalty

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In the journey from that first retail flower shop founded in Manhattan by Jim McCann in 1976 to the gift-giving resource giant known as 1-800-FLOWERS.COM, Inc., the trajectory of the company has been one of growth. From that first location and over the next ten years, McCann went on to open 13 more stores. In 1986, the company secured the toll-free phone number 1-800-Flowers and adopted it as its name. An exciting opportunity to become the first merchant provider to appear on AOL opened up in 1994. The company’s own website went live in 1995, and in 1999, the company was renamed 1-800-FLOWERS.COM, Inc. in conjunction with its IPO.

The 2000s were one of expansion as the company began to offer more products. Multiple digital and voice platforms were developed in the 2010s, giving customers more ways to shop. Today, gift-givers are presented with a broad variety of choices as 1-800-FLOWERS.COM, Inc. offers products through more than a dozen different brands encompassing gourmet food, personalized products, and, of course, bouquets of flowers. With such a wide selection of offerings, the company can serve a diverse customer base that seeks to celebrate important moments, give messages of comfort in difficult times, and improve relationships with friends and family members through the act of sending a meaningful gift.

Mark Johnson, CEO of Loyalty360, spoke with Jason John, CMO at 1-800-FLOWERS.COM, Inc., about the brand’s Celebrations Passport loyalty program, how communications reflect enterprise values at the brand level, and how the company’s focus on helping customers develop better relationships builds better loyalty.
Read the full article on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/1-800-flowers-helping-customers-build-meaningful-relationships-builds-better-customer-loyalty

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1. 1-800-Flowers: Helping Customers Build Meaningful Relationships Builds Better Customer Loyalty (00:00:00)

2. Building Customer Loyalty Through Relationships (00:00:05)

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