Business Insider has launched a regular series where we talk to chief marketing officers about how they are confronting challenges from data-driven marketing to in-housing.
In the second installment of the series, we talked to 1-800-Flowers CMO Amit Shah about how the company is adapting its business as people send more flowers, how it's increasing its ad spending, and why product and marketing need to work more closely together.
revenues increased 12.2%, and we've reaffirmed our growth guidance for the fiscal year 2020, with a total consolidated revenue growth of 8-9% compared to last year.We have a robust mobile app and optimized mobile site and that's paying off. During the peak holidays, including Mother's Day, the percentage of mobile traffic is approximately 65%. Mother's Day is like the Super Bowl for us, and mobile orders accounted for approximately 45% of our Mother's Day revenue this year.
We've built a technology called "SmartGift "that allows shoppers to send a gift even if they don't know the recipient's address. Adoption is up double digits now because a lot of people are working from home. Lastly, we are celebrating our community with our "Local Heroes campaign." We have 4,000 local florists in our network, and we have been helping them with innovative payment plans, sending demand their way.
They are an AWS OG. Word up on that scalability!
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