Online florists crank up mobile for acquisition

From Mobile Commerce Daily By 

February 10, 2014

1800Flowers’ mobile site

Online retailers including 1800Flowers and ProFlowers are leveraging Valentine’s Day to turn one-time flower shoppers into loyal shoppers.

Compared to other verticals, online florists and gift companies are in a unique spot with mobile because of the amount of data and information that must be collected to submit an order. However, there are some new tactics and campaigns that show how online florists are increasingly getting mobile right.

“The flower category and most gift companies have an additional challenge when it comes to mobile,” said Carissa Ganelli, CEO/founder of LightningBuy, Bridgeport, CT.

“They must collect gift recipient information and incorporate delivery calendars that are more challenging from mobile devices,” she said.

“They are more challenging by virtue of the fact that they require additional data entry, clicks and screens to be scrolled than a more typical mobile transaction in which the customer is making the purchase for himself.” Read more…

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