May 5, 2011, 2:06 PM

Florists prep mobile channel for moms’ big weekend

M-commerce being touted by floral retailers to busy consumers.

Lead Photo

The merchant spotlights Mother's Day holiday shopping with a large hero shot on the home page of its m-commerce site.

Beneva Flowers wants to make sure its customers can get flowers to their moms this Mother’s Day weekend no matter where they are. Especially those shoppers who put off buying a bouquet to the last minute.

So it recently released an iPhone app, dubbed floralapp, just in time for the holiday. And it’s extremely confident that after today, tomorrow and Saturday, its mobile app will prove to be of great importance to the way the company does business. It says this Mother’s Day when it comes to orders, the app has the potential to surpass the e-commerce site or contact center.

“Retailing is undergoing a transition at this very moment through smartphone technology,” says Art Conforti, president, “and Beneva Flowers intends to always stay ahead of the retail curve.”

Floralapp enables customers to search or browse for flowers and complete a purchase. It speeds a customer through the purchase process by linking to his smartphone address book to reduce the amount of typing necessary to complete a transaction.

Rival online florist Inc. has tweaked its m-commerce site for the weekend. It has been displaying a large hero shot on the home page that says “Mom Deserves the Best: Show How Much You Care.” Touching the image takes the mobile consumer to a special section of the site devoted to items the retailer has decided to highlight for the holiday.

“In merchandising we serve up our most popular gifts for the most popular occasions,” says president Chris McCann. “But shoppers can still browse into ancillary categories. We try to make sure we have the best for two different use cases: browsers and last-minute shoppers, and we make the financial transactions clean and as easy as possible.”

McCann adds that mobile commerce is keeping pace with e-commerce in terms of order volume growth surrounding holidays.

“Mobile commerce is a rapidly growing channel for us,” he says. “It moves in step with other channels during holiday seasons.”

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