The Online Flower Shopping By Ying Zhou, Yue Wu, Shan Wei, Zhao Gang Wo, Omotola Talabi.

The Online Flower Shopping

By Ying Zhou, Yue Wu, Shan Wei,

Zhao Gang Wo, Omotola Talabi

Major Players in Online Flower Shopping

Company1-800-Flowers.comFTD.comGerald StevensProflowers.comStems and VinesFresh Flower SourceGreatflowers.com1st in FlowersLaura’s Flowers and GiftsCalyx and Corolla

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

http://www.1800flowers.com/

http://www.ftd.com/

http://www.geraldstevens.com/

http://www.proflowers.com/

http://www.stemsandvines.com/

A Sample Front Page

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

A Sample Signup Page

A Sample Flower Shop

Online Flower Shopping

Customers: Categories• Individuals (Traditional and personal gifting

occasions)• Corporations and Organizations ( Discount

programs based on volume)


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 Valentine’s Day while nearly a third (30 percent) of women admitted giving flowers to the men in their lives.” www.ftd.com


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

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)

A Sample of Customer Referrals

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)


• 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)


• 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

• ……


• 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)


• 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

A Customer Page

Earn Special Bonus

The Online Flower Shopping By Ying Zhou, Yue Wu, Shan Wei, Zhao Gang Wo, Omotola Talabi.

Documents

Transcript of The Online Flower Shopping By Ying Zhou, Yue Wu, Shan Wei, Zhao Gang Wo, Omotola Talabi.