1-800-Flowers.com, the nation's leading online florist, will launch a branded mobile storefront as part of a multichannel strategy to capture business from consumers on the go.

The retailer, which has store, catalog and online operations, is using a mobile commerce software platform named Powered by Digby to back its mobile store. The mobile 1-800-Flowers on mobile will feature mobile-only sales and discounts.

"1-800-Flowers has always been an innovator in the use of technology to serve our customers," said Vib Prasad, senior director of Web merchandising for 1-800-Flowers, Westbury, NY. "Our mobile store continues this tradition and provides our customers with new ways to purchase our leading floral products. We're excited about the opportunities presented by the mobile channel."

Digby, Austin, TX, is a mobile commerce platform provider whose flagship service, Digby Mall, includes content from retailers such as Barnes & Noble, Godiva Chocolatier and FTD.com.

Digby creates, produces and manages the branded mobile stores on behalf of the retailer. The application is available for smartphones and regular Web-enabled phones.

1-800-Flowers for smartphones is a rich on-device application for the BlackBerry and Apple iPhone mobile phones as well as devices using the Windows Mobile and Android operating system.

"Their broader plan is to expand beyond what they are doing with flowers and move into a broader niche - gifts," said Jeff Erramouspe vice president of market development at Digby.

"The application is completely hosted by us," he said. "The retailer gives us the images and icon that it wants us to use and we put it all together to reflect the brand.

"We want to make it more self-service so companies can do it themselves in the future. Mobile is a significant opportunity for merchants and retailers to get close to their customers."

The application will give consumers quick access to 1-800-Flowers' most popular products.

Consumers can also complete a shopping transaction in less than 30 seconds from a BlackBerry smartphone without having to endure the frustration of using a mobile browser. The transactions are password-protected.

The application includes product descriptions and full-color images. Users can even integrate their address book with the application, which offers the ability to enter shipping information with a few clicks.

1-800-Flowers is not the only brand using Digby's mobile commerce service.

The Godiva Mobile commerce platform was developed in partnership with Digby. The platform gives users a directory of Godiva products with the option to buy right on the spot (see story). Consumers with GPS-enabled phones can get access to Godiva stores in their areas.

"Mobile is emerging as a critical element of a successful multichannel sales strategy, and Powered by Digby allows retailers to easily integrate mobility into their sales initiatives and deliver a transformative user experience," said Dave Sikora, CEO of Digby.

"Our ability to understand the needs of retailers comes from our experience with the Digby Marketplace and truly sets Digby apart in this rapidly emerging segment," he said.