Internet Sales Keep the Bloom on 1-800-Flowers

Share this article:
Online sales drove growth for 1-800-Flowers.com in its fiscal fourth quarter and fiscal year ended July 3, the Westbury, NY-based multichannel marketer of flowers and other gift items reported yesterday.


Revenue totaled $186.1 million in the quarter, up 15.2 percent from the same period last year. Online sales increased 16.5 percent to $108.5 million while telephone orders grew 3.3 percent to $60.3 million.


Also, the company achieved double-digit revenue growth in its food, wine and gift basket category, which, with the fourth-quarter acquisition of Cheryl & Co., is on pace to generate more than $100 million in revenue during fiscal 2006.


For fiscal 2005, revenue totaled $670.7 million, an 11 percent gain from last year. The increase was driven mainly by online revenue, which rose 17.4 percent to $360.9 million. Floral gift sales grew 10 percent and represented 52.7 percent of total revenue compared with 52.3 percent last year. Revenue from the company's specialty brands businesses increased 12.4 percent to $226 million.


1-800-Flowers.com attracted 3.3 million new customers in fiscal 2005 compared with 3.1 million new customers last year. Customer acquisition cost for the year was $18.65 compared with $17.65 in fiscal 2004.


More than 6 million customers placed orders in fiscal 2005, of which 46.4 percent were repeat customers, compared with 45 percent in fiscal 2004. The company has 15 million existing customers.


Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.