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Design and Orchestrate Winning Customer Journeys for Multi-brand MarketingTim MummersChief Data Officer1-800-Flowers.com

Optimizing the CUSTOMER.EXPERIENCE. With analytics.

September 13, 2016

1800Flowers.com is the leading multi-brand, omni-channel specialty gift retailer. We deliver smiles through 11 direct-to-consumer and B2B brands, across traditional and emerging channels, for holiday and everyday gifting.

Key growth drivers of the company since its founding has been to be where our customers want to buy, and to provide consistent quality, selection, and service through the gifting experience.

1976 First retail shop opens.1986 1-800-Flowers Phone Number

1994 First Merchant Partner on AOL

1995 www.1800Flowers.com2005 Cheryls & Co.

2014 Harry and David

Distributed Commerce

2008 DesignPac Gifts, App with popular gift ideas on Blackberry

2006 1800GiftBaskets.com

Today

1996

What I will share with this presentation.

• How analytics is used at 1800Flowers.com to optimize the experience of our customers.

• Some experiences from managing change in analytics and technology across large organizations.

Takeaways:

Cool stories of how 1800Flowers.com uses analytics.

Some ideas you can use to manage your own programs.

Optimizing the customer experience in an environment of growing complexity depends on careful management of the relationship.

• Brand-led relationships with multi-brand value.

• Analytics driven marketing.

• Analytics and the supply chain.

• Analytics and the product development.

• Analytics and product quality.

Customer relationships start with their brand connection, and lead to a multibrand value proposition.

• Branded landing at our Multibrand Portal.

• Brand-based analytics and campaigns.

• Coordinated contact strategy across the enterprise.

• Inviting customers to try new brands and products.

Members receive free shipping on orders.

Points program leads to discount awards.

Use address book and calendar to track gift plans.

Analysis of emerging channels from the earliest stages.

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Direct marketing using customer profile.

Customer activity and buying behavior are analyzed to target marketing.

Analytics is used to inform product development and merchandising.

Example: Entry-price gift product that includes gift cards to encourage recipients to buy.

Helping our florists to optimize their routes.

Assigned Delivery Tasks: View of Delivery Map: Optimal route is calculated to include 1800Flowers.com and a florist’s own orders. Delivery is confirmed with signature and image capture.

Enough 360-degree view of the customer. The 360-degree view of the pear!

750,000 trees; 1900 acres of orchards. Analytics Now!

iCrop• Block-by-block tracking of orchard environment and

progress of crop growth.

Optical Defect Sorting• Second stage digital analysis of every pear.

Ripeness testing• Analysis to determine optimal harvest time.

Where time gets spent in Analytics and Technology.

Analytics

TechnologyPeople

Managing change as an analytics professional in complex, matrixed organizations.

Credit: Harry S. Truman Library & Museum, 2002-202.

Technology forces concrete decisions and trade-offs.

Human factors in analytics and technology.

Cross-division analytics and technology platforms.

Q & A

C o p y r ig ht © 201 6, SAS In st i tute In c. A l l r ig hts r ese rve d.

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