November 30, 2011, 11:12 AM

Perennial bloomer

Recent web site additions include floral cocktails.

Lead Photo

E-commerce pioneer continually updates its web site with new features and specialty “shops” as it seeks to keep its shoppers engaged. In 2011 the online flowers and gifts retailer redesigned its web site to better display online specialty shops including its Happy Hour Collection, featuring floral cocktails such as the Margarita Bouquet, and a-Dog-able, which includes dog-shaped floral arrangements. Last year the e-retailer rolled out a TV and radio button to give shoppers access to promotions through codes that local TV and radio personalities mention on the air. “We continue to view this initiative as a great way to integrate the offline and online marketing efforts of our brand,” says Patty Gormley, vice president of web site marketing.”

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