While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
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It also ran a banner ad on its home page that directed shoppers to Apple’s App Store where shoppers could download its app. And it even plunged into the uncharted waters of mobile app advertising-placing ads for its mobile app within the apps of others. In these ads were coupon codes for 20% off Mother’s Day orders.
“We wanted to make sure everyone was aware of our mobile opportunities,” Ranford says. “Mother’s Day gave us an opportunity to really get mobile out in front of people. And we used existing internal channels like print advertising and e-mail marketing with large budgets to help mobile. In the end we got a 42% join rate to our text message promotions list, 173% mobile sales increase year over year for the Mother’s Day period, and a 46% increase in app downloads week over week.”
For 2009 to date, 1-800-Flowers.com is reporting a 200% year-over-year increase in m-commerce sales. “Everything is really coming together. It’s a revenue driver for us,” Ranford says. “It was an emerging channel two years ago and now it has emerged.”