August 7, 2003, 12:00 AM

A focus on customer service keeps shoppers retuning to 1-800-Flowers.com

Repeat customers were 55% of 1-800-Flowers.com’s sales in the fourth quarter, up from 52% last year. For the year, repeat orders were 42%, up from 39% last year.

 

Repeat orders it attributes to a continuing focus on customer service helped 1-800-Flowers.com’ strong Q4 financial performance, when the company posted net income of $8.3 million, up 51.3% from $5.5 million in the year-ago quarter, on revenues that rose 10.4% to $154.8 million, says CEO Jim McCann.

“Of the 1.8 million customers who placed orders during the quarter, existing customers accounted for 55% of our combined online and telephonic revenue, up from 52% in the fourth quarter last year,” says McCann. Those results, he adds, stem from “working to deepen our relationship with our existing customers and thereby increasing our repeat order rate.”

Among programs helping to boost repeat orders this year were expanding the assortment through additional partnerships with premium, non-floral gift brands; and further rollout of a local fulfillment center strategy in which independent florist members of its Bloomnet supply network were able to increase same-day and next-day fulfillment capabilities.

For the year, approximately 5.4 million customers placed orders, of which 42.4% were repeat customers, up from 39.2% the previous year.

 

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