August 27, 2008, 12:00 AM

1-800-Flowers opens a BlackBerry floral shop

A floral shop on a BlackBerry—it’s a concept that rings true for 1-800-Flowers.com, a pioneer of both telephone and Internet retailing. Using mobile commerce technology from Digby, the retailer has developed the Mobile Gift Center, a software application that resides on a shopper’s BlackBerry web-connected smartphone.

Internet Retailer

A floral shop on a BlackBerry-it’s a concept that rings true for 1-800-Flowers.com Inc., a pioneer of both telephone and Internet retailing.

1-800-Flowers already operates a mobile commerce site, which requires shoppers to use a mobile web browser. But the innovative retailer figures many of its customers still want more shopping options, says co-founder and CEO Jim McCann.

“It is clear to us that our customers are seeking innovative solutions to help them connect and express themselves to the important people in their lives while they are on the go,” he says.

Using m-commerce technology from Digby, 1-800-Flowers has developed the Mobile Gift Center, a shopping application that resides on a shopper’s BlackBerry web-connected smartphone. The gift center offers a selection of 1-800-Flowers.com’s most popular products.

Instead of using a mobile web browser to connect with a retailer’s m-commerce site, BlackBerry-toting shoppers can scroll through product images and details listed in their phone’s gift center, which integrates with standard BlackBerry applications like address books to support ease of shopping and gift-giving. The gift center also stores and encrypts password-protected customer and payment information to expedite purchases through the web-connected application.

bill@verticalwebmedia.com

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