Facebook’s product is important because email is the most cost-effective marketing channel that online retailers use.
E-commerce grew 6.1% but declined 2.1% in Q4.
Online sales fell in the final quarter of fiscal 2012 for 1-800-Flowers.com Inc., but for the year posted a nice gain.
For the 2012 fiscal year ended July 1, 1-800-Flowers.com, No. 51 in the 2012 Internet Retailer Top 500 reported:
- E-commerce sales increased year over year 6.1% to $515.2 million from $485.4 million.
- Total revenue grew 6.7% to $716.3 million from $671.6 million in fiscal 2011.
- Consumer floral sales increased year over year by 7.9% to $398.2 million from $369.2 million.
- Gourmet food and gift baskets grew 3.2% to $236.7 million from $229.4 million.
- Net income from continuing operations was $12.7 million, up 130.9% from $5.5 million in fiscal 2011.
E-commerce accounted for 71.9% of total sales compared with 72.3% in fiscal 2011.
“We are particularly pleased with the growth in revenues, gross margin and contribution margin in our core consumer floral business where we see customers reacting positively to our enhanced marketing efforts, including our initiatives in the fast-evolving social and mobile channels,” says CEO Jim McCann.
For the fourth quarter:
- E-commerce sales decreased year over year 2.1% to $139.1 million from $142.1 million.
- Total revenue declined 1.4% to $179.6 million from $182.2 million in Q4 fiscal 2011.
- Consumer floral increased year over year 0.3% to $124.1 million from $123.7 million.
- Gourmet food and gift baskets declined 8.9% to $33.9 million from $37.2 million.
- Net income from continuing operations was $1.3 million compared with a net loss of $360,000 in fiscal Q4 2011.
E-commerce accounted for 77.4% of total sales compared with 78.0% in Q4 fiscal 2011.