Transactional to customer-centric: 1800Flowers, INC.
Building on the momentum from rejuvenating 1800flowers.com, I was entrusted with the ambitious task of reimagining the positioning of all 14 brands under the 1800flowers umbrella. Our mission was clear: transition these brands from transaction-focused entities to champions of Relationship Expertise. Spearheading the initiative, I worked with the board to craft the pivotal vision statement, selected the ideal agency through a comprehensive RFP process, and embarked on a three-year transformative journey to contemporize each brand, reorienting them to deeply resonate with our purpose and the customer’s changing expectations of brands.
This is the work that led to that 14 brand revolution. If you are short on time, take a look at the sizzle reels below for FY21 and FY22, otherwise read on.
2019, before my leadership
Previously dominated by a transactional tone, the design was marred by outdated aesthetics reminiscent of the 1980s. The typography lacked sophistication, and the prevalent use of stock imagery, particularly in product photography, detracted from its authenticity. Human elements were scarcely used, and when they were, they too were generic stock images.
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2020-2021, Evolve & humanize
When I joined, it was clear: the brand needed to humanize, not just focus on promotions. I launched 1800flowers.com's first integrated strategies that focused more on our customers lifestyle & needs than just showing products. I led the shift to create genuine connections, modernizing and elevating our photography, improving our storytelling, and making sure our brand message was consistent. As my cross functionals saw these changes and the possibilities they brought, we restructured the organization, breaking silos and introducing fresh, innovative strategies.
In this first phase, I set up new processes, bringing seasonal thinking to all my cross functionals, hired specialized talent, rearranged budgets, and built customer personas to help internal and external vendors have a face to the customer. This not only influenced our product development and assortment, but set the stage for a united campaign approach in the next phase.
PHASE 1
2021-2022: Integrated Enterprise-wide campaigns
The success of phase 1 paved the way for a brand new approach, integrated campaigns that conveyed our company's purpose across all brands in the portfolio. This strategy touched every stage of the customer journey: from top-of-funnel TV spots and social prompts for story-sharing, to celebrity-endorsed podcasts and content, culminating in poetic gestures at checkout.
An exemplary campaign is "No Limits on Love," emphasizing the importance of connection and the importance of celebrating those we love. This message was championed by leading brands during our Valentine’s season, notably 1800flowers, Harry & David, and Cheryl’s Cookies.
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Here’s what we wrote for Public Release by Chris McCann, CEO:
Love is Our Ultimate Contribution to the World and Our Lasting Legacy
We are living through a time of limits. A time when, to ensure the health and safety of us all, there are restrictions on where we can go, who we can see, how close we can stand, and what we can do.
…This Valentine’s Day at 1-800-FLOWERS.COM, Inc. we’re celebrating love without boundaries and the power of connection…There are endless ways to express love. I hope you’ll share your own unique #NoLimitsOnLove story with us.
Love really does make the world go around, and there’s no distance it won’t go. This Valentine’s Day, and every day, take the opportunity to share more love. It’s our ultimate contribution to creating a better world and to forging our lasting legacy.
PHASE 2
2022-2023: Enterprise Revolution
PHASE 3
In Phase 2, we saw significant growth in profits, increased LTV, and heightened engagement. With a reduction in promotions as our primary messaging, we also observed reduced margin erosion.
This success led the board to realize the brand's untapped potential, paving the way for Phase 3—a complete transformation across the entire Enterprise’s 14-brand portfolio, putting me at the helm to lead this work. I sought proposals from leading agencies, from Pentagram to Giant Spoon. Ultimately, we partnered with Critical Mass, known for rejuvenating legacy brands. Some standout examples for 1800flowers, INC and 1800flowers.com are showcased below.
This endeavor was anchored in deep research and innovative strategy, ultimately shifting 18F's focus: prioritizing genuine customer relationships. Our narrative transitioned from self-focused or discount-driven to emphasizing the meaningful reasons behind gifting.
Recognizing the uniqueness of every relationship, we highlighted specific, heartfelt motivations for giving. Instead of spotlighting products—because anything can be a gift—we emphasized the sentiment. Furthermore, we understood that 'sending flowers' goes beyond the product—it's symbolic, much like 'Kleenex' in its category. Notably, we also revived the brand's original logo, emphasizing its rich heritage.
