Vene T. Yates
FTD.com added the
e-commerce aspect to its business as a natural outgrowth of the type of service
it has been doing since 1910. That is the networking of independent businesses.
WorldWide delivery
and Same-Day delivery (anywhere in the US) are their major marketing tools.
They offer discounts for bulk orders and corporate accounts. They also offer an
affiliates program and strategic alliance partnership opportunities. While they
continue to serve the general public, their major business strategy seems to be
geared towards offering gifts and floral services to major, bulk
purchasers.
The fact that
Flowers.com started its web business in 1992 establishes that they are
visionaries as the web was just beginning to become more user friendly and
available. Their strategic alliances with America Online, Microsoft Network,
and Yahoo! depicts that they have a strong Web Based business strategy.
Bloomnet is the name they have given to the network of operations that full
fill the orders and they also own flower shops while offering franchise
opportunities. Name Recognition and Association of what the name applies to is
their chief business. They have fought court battles for their registered names
and won.
The site has won
numerous web awards and recognition for the enhanced offerings of customer
service elements on the site including up-front information on delivery
expectations before the order is placed. Great graphics, ease of navigation,
and many other aspects contribute to creating a comfortable “store” feeling.
This is the “Hot
& Now” entry into the online floral business. A back to the basics of
providing the Flowers, not the vase. By connecting the general public directly
to the grower, their niche is to provide the Freshest possible cut flowers to
the end user. They have disintermediated the florist shop in the value
chain and reintermediated their company through connecting the
consumer with the grower and shipping
company.
No fancy boxes, toys,
frills, etc. Just the main meal, at a better price and with improved quality.
FTD connects
independent providers to the consumer, Flowers.com sells its name, Proflowers replaces the florist shop while connecting the
end consumer directly to the grower to provide a fresher product at reduced cost.