Customer Retention: 1-800-Flowers.com Revamps Loyalty Program to Maximize LCV
In a move to improve its ability to deliver a more dynamic and engaging loyalty experience with its brand across all customer touchpoints, 1-800-Flowers.com launched a new loyalty marketing platform in September. The floral and gifts omnichannel retailer is using 500friends’ LoyaltyPlus platform to power its Fresh Rewards customer loyalty program.
The cloud-based platform offers 1-800-Flowers.com a framework designed to maximize its loyalty program's return on investment through highly targeted promotions and communications, seamless cross-channel integrations, and flexible rewards management. In addition to the ease with which 1-800-Flowers.com can now manage its loyalty program, the insights provided by LoyaltyPlus' analytics reports — e.g., member profile data, transactional and engagement metrics — have enabled the retailer to make even better marketing decisions across its organization.
"We needed a full-service loyalty marketing partner to ensure our program is the gold standard for maximizing the lifetime value of our customer relationships," said Chris McCann, president of 1-800-Flowers.com, in a press release from 500friends. "500friends has demonstrated to us that it's an expert in the category and that its platform delivers a modern framework for delivering loyalty programs that balance innovation with measurable performance."
As a floral retailer whose sales surge around the holidays such as Valentines Day and Mother's Day, it's critical that 1-800-Flowers.com not only identify customers that buy at those times year after year, but to improve its messaging to these customers so that they purchase more frequently and increase their spend with the brand, raising their lifetime value in the process.
"We're delighted to partner with 1-800-Flowers.com because it recognizes the importance of measuring and optimizing lifetime customer value (LCV)," said Justin Yoshimura, CEO of 500friends, in the company's press release. "Together, we will deliver a program that delights its membership while having a positive impact on average order value, purchase frequency and lifetime value."