1-800-Flowers.com Shifts Its Facebook Store Strategy

1-800-Flowers .com Inc. was the first retailer to launch a store on Facebook
last July. Now it’s also among the first to realize that selling on Facebook
requires a call to action.

When its Facebook store launched, the store was one of 15 tabs on the page. Our
customers had to come find us, says Kevin Randford, director of web marketing.

Although he says engagement was good (Randford declined to disclose sales),
after only seven months the retailer felt it needed to increase the visibility
of its sales.

Last week, just in time for Valentine’s Day, it shifted its approach.

1-800-Flowers, which worked with Minneapolis ad network and e-commerce
applications developer Alvenda Inc. to develop its Facebook e-commerce
functionality, is now pushing out special offers that feature select items to
its fans’ news feeds. Fans can complete a purchase without leaving the news
feed.

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