Building on a trend in online marketing partnerships, FTD.com is seeing a sharp rise in sales conversion rates through a co-branded web site it operates for JCPennyFlowers.com, reports Dan Smith, executive vice president.
"FTD has had tremendous success in partnership marketing this past year and sees this trend continuing," Smith said at the Successful eRetailing Workshop in Toronto, which was hosted by Novator Systems Ltd., a provider of online merchandising and marketing services.
Smith said FTD.com last year launched a co-branded program for JCPennyFlowers, using what is essentially a duplicate of FTD.com but with a co-branded banner. "This maintains continuity for the customer throughout the shopping experience," Smith said. "We see FTD`s conversion rates improve dramatically whenever we engage in this type of co-branding."
The most noticeable differences on JCPenny.com are its own 800 number and the slogan, "JCPenney Presents Flowers by FTD.com" instead of FTD`s "Flowers and Gifts for Every Occasion."