BloomNet mobilizes sales for florists via iPad app
May 7, 2013
1800Flowers’ BloomNet has rolled out an iPad application that helps florists and consumers check out floral arrangements and shop from their handsets.
The BloomNet Essentials iPad app is available for free download from Apple’s App Store. To use the app, florists must be a BloomNet member with a log-in account.
“BloomNet is focused on providing innovative products and services that help support the profitability of retail florists,” said Mark Nance, president of BloomNet, Carle Place, NY.
“The Expressions of Flower – Essential floral selection was developed as a printed marketing tool that allows florists to provide their customers with the latest trends in floral designs for both retail and worldwide gifting,” he said.
“Today's consumers are increasingly using iPads to research and make purchasing decisions, therefore we felt it important to provide our BloomNet Florists with an interactive iPad app for the printed essentials floral selection guide to maximum our florists selling opportunity and help generate additional retail sales.”
BloomNet is a subsidiary of 1800Flowers and provides products and services to a network of professional retail florists.
The goal of the app is to enhance the shopping experience for both BloomNet professional florists and consumers.
For instance, the app could be used as an in-store tool for employees to upsell and show shoppers how to put items together.
An iPad could also be placed around the store to let customers receive additional information on their own.
The app is set up so that consumers can search through floral guides by product name, price, holiday or occasion.
Product pages show additional information on floral arrangements, such as size and price.
Orders can then be placed to deliver floral arrangements to either a store or a consumer’s address.
BloomNet is also building up awareness for the app with a promotion called Send To Win. Florists can enter to win an iPad when they send outbound orders through BloomNet.
BloomNet also recently rolled out iPads for sales and customer service employees. The tools are meant to help employees share information with each other and connect with consumers.
Mobile has also played a big role for 1800Flowers over the years as consumers take to their handsets to place orders while on the go.
Most recently, 1800Flowers implemented Google Wallet into its mobile site to streamline the check-out process (see story).
“BloomNet continues to leverage learnings from social and mobile platforms to provide innovative technology solutions for our florists,” Mr. Nance said.
“Recently, BloomNet launched a digital version of our monthly publication, Floriology, which is now available on mobile, iPad and tablet devices,” he said.
“In addition, our new BloomNet Business Management System is a cloud-based point-of-sale system, which can be accessed anywhere via an Internet connection, including iPads.”
Lauren Johnson is associate reporter on Mobile Marketer, New York
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