The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The retailer launches a page that offers sympathy gifts and hires a grief expert.
In an effort to establish its site as a resource for consumers seeking to help their grieving friends and relatives, 1-800-Flowers.com Inc. has launched a page that aims to serve as an online resource for grief advice.
The site says it is working Lynn Isenberg, whom the retailer describes as a “life celebration expert,” to guide consumers through the grieving process. The retailer has created a page, www.1800flowers.com/lynnisenberg, that features guides on how to capture the spirit of a loved one in a personalized tribute, how to help someone in grief and a question-and-answer section. The page also features sympathy gifts that the retailer says convey just the right message.
“We are proud to collaborate with Lynn in offering an innovative online resource that can help people cope with their loss, guide them through the grieving and healing process and provide ideas for celebrating the lives of those who have passed away," says Jim McCann, CEO and founder of 1-800-Flowers.
Isenberg says consumers should create personalized grief tributes to pay tribute to a particular person. For instance, she says consumers might pay tribute to a golf aficionado by playing a round of golf at a private course where family, friends and colleagues can share memories when they arrive at the green.
1-800-Flowers.com is No. 40 in the Internet Retailer Top 500 Guide.