1800 Flowers has recently added a new dimension to it’s Facebook page – the ability to purchase their services (in this case flowers) via their Facebook app. Users can browse the bouquets for sale, purchase and send all from within Facebook (and without having to visit the 1800 Flowers website). Once you are on their page you will notice a tab called Shop! click on that and you can start shopping.
Looking at 1800 Flowers website they look like a company that has really latched onto using the web as a selling tool – from iPhone apps, Twitter and Facebook, they seem to be realising the power going to the customer rather than waiting for them to go to 1800 Flowers. And that’s the beauty of social networking, you can tout for business in The places to be seen and talk directly to customers, it’s pro-active selling but without the tacky cold calling!
Shopping through Facebook is also fantastic exposure for 1800 Flowers in terms of spreading the word about their company. Not only are the users displaying themselves as fans on their profile, they can also post comments, provide feedback and publish links on their profile too. If 1800 Flowers provides great service then their name will spread like wildfire (they’d just better be sure it’s good service they are providing or it could be a whole different ballgame!)
According to Alexa, the average Facebook users spends 26.8 mins per day using it and views an average of 12 pages – 7.6% are on the apps pages that’s one shedload of exposure for a company such as 1800 Flowers.
What about search?
First with SEO there was the aim of getting traffic to a site, stage two was about conversion and with this step it is a clear move towards ‘we don’t care how you found out about our product but you have so buy it and don’t worry about visiting my site!’
It’s about allowing the user as many avenues for purchase as possible and at their request. You don’t want to use the service then don’t download the app to your iPhone making it less obtrusive and more relevant to the user.
What about the website?
While it may seem that this move by 1800 Flowers could take visits away from their website, looking at their site you’ll see that they still have a fantastic website that’s clearly laid out and usable. This move seems not to be about taking anything away from an e-commerce site but rather supplementing that online presence with many other avenues – the website is clearly not the sole focus anymore as with all these extensions to the website, the focus seems to be purely on selling the product and who cares where from so long as it’s been bought!?
The potential for this is endless, imagine if 1800Flowers teamed up with one of the birthday or anniversary apps. Never again would anyone have to worry about forgetting a birthday or anniversary they could be alerted a few days in advance when they log into Facebook. Mother’s would be happy on Mothers Day, wives would be happy on anniversaries…marriages could be eternally happy and humanity could be saved. Think about that Archibishop Nichols… 🙂