1800Flowers relies on mobile advertising to bolster sales
By Rimma Kats
May 21, 2013
1800Flowers is turning to mobile advertising again to promote its express deals and increase sales.
The company is running the mobile ad within Hollywood Life's mobile site. 1800Flowers has used mobile advertising in the past as a way to educate consumers about its mobile site, as well as boost its mobile revenue.
"The banner is prudently designed as it includes: a promotional incentive to encourage users to click on the ad as well as a small image to give consumers a quick visual of the product," said Shuli Lowy, marketing director of Ping Mobile.
"A small visual is often helpful as many users attempt to mentally dismiss ads while surfing on their mobile phone," she said. "An image will stand out more prominently and make the ad hard to miss."
Ms. Lowy is not affiliated with 1800Flowers. She commented based on her expertise on the subject.
1800Flowers did not respond by press time.
1800Flowers is incentivizing consumers to tap on the mobile ad by offering 15 percent off on flowers and gifts, per the mobile creative.
When consumers tap on the mobile ad, they are automatically redirected to the company's mobile site where they can browse flowers and gifts by occasions.
Furthermore, through the company's mobile site, consumers can log-in to their account, browse their cart, check out express deals, view best sellers and tap on the click-to-call feature to speak to a representative.
The mobile ad campaign from the company is straight to the point. And, 1800Flowers is smart to tap the mobile channel once again to reach its tech-savvy, on-the-go consumers.
"The 1800Flowers Web site is also well structured and intelligently aligned with the setting of a typical mobile surfer," Ms. Lowy said.
"Mobile users are using a small screen and often do their shopping while on the go," she said. "Accordingly, the ease of use in finding the desired product as well as the seamlessness of the purchase process will often serve as primary decision makers as to whether the consumer will actually complete the purchase."
More marketers need to incorporate a similar strategy and futher educate consumers to make purchases via their mobile device.
"The campaign strategy combined with the artwork execution will undoubtedly help 1800Flowers maintain the high lead conversion rate that its known for," Ms. Lowy said.
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