Since it launched as a telemarketing company in 1986, 1-800-Flowers has bloomed as a direct response floral delivery business. In the 1980s, the brand focused on building its fulfillment program and delivering fresh flowers across the country via phone and catalog orders. In 1992, 1-800-Flowers was one of the first brands to launch an e-commerce store.
To build its customer service, the florist launched a gift reminder program in 2000. The loyalty effort aimed to connect the brand with consumers via e-mail around the special dates in their lives. “The idea is to enable customers to remember and get a trigger when an important date was coming up in their lives, such as a spouse's birthday,” said Lewis Goldman, SVP of brand marketing at 1-800-Flowers.com.In 2005, the floral retailer evolved digitally with the launch of a mobile WAP site. It also has released various mobile ads over the past four years.