July 25, 2002, 12:00 AM

How making delivery options more visible cut 800-calls to FlavorBouquet

Allowing customers to select a delivery date for purchases before they add an item to a shopping cart has saved sales and reduced calls to the 800 number at FlavorBouquet.com.

Allowing customers to select a delivery date for purchases before they add an item to a shopping cart has saved sales and reduced calls to the 800 number at FlavorBouquet.com, president Pamela Jackson tells InternetRetailer.com.

Customers previously had to add the item to the cart, then select the delivery date, but many customers wanted to check their delivery options before they decided if they wanted to buy the product. “I would hit the Add to Cart button then assume at that point that I could select delivery,” Jackson says. “But customers didn’t think that way.” Now the delivery option is front and center with the product under consideration. “Changing that process has saved us a huge amount of money in 800 calls and saved orders that we might have lost,” Jackson says.

In addition, FlavorBouquet.com, an Aspen, CO-based retailer of candies and cookies arranged as floral bouquets, changed the wording in its delivery options button from FedEx next day, FedEx 2-day, etc. to a menu of actual dates that a customer could choose.

Jackson, who built the site on Peachtree Software’s WebsiteCreator Pro and WebsiteTrader products, has been selling online since last September. Sales have been growing 90% to 200% month to month, she reports.

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