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1-800-Flowers.com delivers another AI shopping channel to meet gift givers wherever they're shopping
The online florist and gift retailer is tapping artificial intelligence technologies, such as Google Assistant, to ensure it's always in quick reach of customers.
October 12, 2017 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
1-800-Flowers.com is embracing artificial intelligence and voice technology innovations for one simple reason: consumers are embracing AI and voice assistant devices when it comes to shopping.
That's exactly why the online florist and gift retailer teamed up with Google to be one of the first retail brands on Google Assistant to offer a conversational and convenient ordering channel, said Amit Shah, chief marketing officer.
"1-800-flowers.com continues to embrace and invest in technology that makes it easier for gift givers to shop with us, wherever, whenever and however they choose," Shah told Retail Customer Experience in an email interview.
"Voice interaction and artificial intelligence are rapidly transforming the customer experience and now, with Google Assistant, we're excited to offer yet another convenient way for gift givers to connect with us and act on their thoughtfulness," he added.
Shoppers tapping Google Assistant on Android and iPhone devices are provided a quick menu of gifting categories for delivery nationwide. Shoppers can specify same-day delivery or schedule gift arrival on a future celebratory date. The 40-year-old retailer's gift options range from plants and gift baskets to gourmet foods, confections, candles, balloons and even plush stuffed animals.
The transaction channel via Google Assistant isn't 1-800-Flowers.com's initial foray into using innovation tools to enhance the customer experience. Consumers can place orders via a conversational chatbot on Facebook Messenger, on Amazon's Alexa device (a feature launched in April 2016) and through the company's first-ever online gift concierge, powered by IBM Watson, called GWYN (Gifts When You Need).
In fact, the brand was the first third-party ecommerce retailer to jump on the Alexa skill sales opportunity and was named as the 2017 Gold Winner for The Golden Bridge Awards for its GWYN innovation, according to a press release.
The AI moves and embracing innovation strategy are paying off when it comes to an improved customer experience, said Shah.
"We have been pleased with the response and are constantly iterating on all of our platforms to provide the best experience we can for our customers," he said.
The retailer predicts similar success with Google Assistant.
"For 1-800-Flowers.com, we believe it is important to understand where the customer is headed next to ensure we deliver the very best shopping experience," said Shah. "Voice interaction and artificial intelligence are gaining significant momentum and changing the way consumers interact with brands. It's important to be where customers want you to be."
About Judy Mottl
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