Westbury, NY-based 1-800-Flowers will roll out an m-commerce program this spring.
The gift and flower marketer plans to make all its flowers and gifts available for wireless users. Customers will be able to purchase products by using cellular phones, personal digital assistants (PDAs) and pagers.
Adding the medium is meant to enhance customer service. “We view ourselves as a 360-degree retailer, so any way a customer wants to access us, we want to be there for them,” said Jon Latimer, vice president of business development for 1-800-Flowers. In addition to providing another channel for existing customers, he said he expects to attract new customer through the wireless means.
Why enter the wireless space now?
“We see the same promise in it as every other retailer sees,” Latimer said. “Mobile commerce is still a developing market. It’s hard to quantify what the impact of revenue will be–probably negligible in the near term. But we will be there at the beginning to take advantage of it as it matures.”
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