The Online Flower Shopping

1
The Online Flower Shopping

• By Ying Zhou, Yue Wu, Shan Wei,
• Zhao Gang Wo, Omotola Talabi

2
Major Players in Online Flower Shopping

• Company
• 1-800-Flowers.com
• FTD.com
• Gerald Stevens
• Proflowers.com
• Stems and Vines
• Fresh Flower Source
• Greatflowers.com
• 1st in Flowers
• Lauras Flowers and Gifts
• Calyx and Corolla

• Website
• www.1800flowers.com
• www.ftd.com
• www.geraldstevens.com
• www.proflowers.com
• www.stemsandvines.com
• www.freshflowersource.com
• www.greatflowers.com
• www.1stinflowers.com
• www.flowershop.com
• www.calyxandcorolla.com

3
A Sample Front Page
4
Basics

• Customers sign up online with flower company and
  create own accounts
• Can order flowers anytime anywhere that they have
  access to the company web page.
• Select the price range of flowers and the
  category of flowers, arrange the delivery, and
  pay the order through own account by using a
  credit card

5
A Sample Signup Page
6
A Sample Flower Shop
7
Online Flower Shopping

• Customers Categories
• Individuals (Traditional and personal gifting
  occasions)
• Corporations and Organizations ( Discount
  programs based on volume)

8
Online Flower Shopping

• Customers Individuals
• Individuals account for the bulk of purchases in
  the online flower industry with male customers
  significantly outnumbering females.
• Survey results show that three-quarters (76
  percent) of men have ordered flowers for loved
  ones on Valentines Day while nearly a third (30
  percent) of women admitted giving flowers to the
  men in their lives. www.ftd.com

9
Online Flower Shopping

• Customers Corporations
• Corporate customers patronize online flower shops
  for marketing gifts. Corporations can take
  advantage of volume to receive discounts.
• Our corporate clients have told us they want
  gifts that are exclusive and that both men and
  women will appreciate. They must express the high
  standards of their company and they expect their
  gifts to set the stage for continued successful
  business partnerships.
• www.callyxandcorolla.com

10
Online Flower Shopping

• How do they attract customers
• Evolves from direct marketing (1-800-flowers)
• Evolves from local physical offices (ftd)
• Resorts to local press and goes to public in
  renowned national stock exchange (GeraldStevens)
• Pure online flower shop by attracting subscribers
  (FlowerGuide, StemsAndVines)
• Links its site to a national magazine and cites
  customer satisfactory remarks (FreshFlowerSource)
• Shows competitive advantage such as store history
  and broader geographical service range
  (1stInFlowers)
• Online Search Engines (All)

11
A Sample of Customer Referrals
12
Online Flower Shopping

• How do they attract customers through their daily
  services
• Attractive pricing discount promotions
  (1-800-flowers)
• Guarantee of higher quality of order and delivery
  services (GeraldStevens)
• Providing broad consultancy service about gift
  flowers (FlowerGuide)
• Linking flower gifts to corresponding services
  such as balloon and gourmet gifts (StemsAndVines)
• Providing convenient services such as more
  choices of flower assortments for holiday
  occasions (FreshFlowerSource)
• Differentiating from better deliver and shipping
  services (1stInFlowers)

13
Online Flower Shopping

• Value added
• The basic value added is having your flowers
• delivered
• Shoppers specify the delivering methods and time
• Offering the status checking (1-800-flowers)

14
Online Flower Shopping

• Additional value added
• - Classification of flowers for different
  situations
• Celebrations such as birthday etc
• Personal occasions such as love etc
• Business occasions such as new jobs etc
• Holiday such as Valentines day etc

15
Online Flower Shopping

• Additional value added
• - Knowledge education
• Monthly idea (www.ftd.com) etc
• Meanings of roses with different colors
  etc
• - Flower calendar management
• Reminding shoppers of important days
  for sending
• flower automatically
  (www.1stinflowers.com)

16
Online Flower Shopping

• Turning one-shot customers into repeat customers
• Customer Service
• Three ways to get Assistance (1800FLOWER)
• 100 Satisfaction Customer Testimonials
• Earn Bonus
• Earn Miles at 1800 Flowers FTD
• Personalized Shopping Services (FTD.com)
• Special Discount for bulk order
• Fresh Flower Source

17
A Customer Page
18
Earn Special Bonus