Will 1-800-Flowers’ ‘Celebrations Wave’ Turnaround Strategy Succeed?

The flower business is proving rather challenging for industry notable 1-800-Flowers, with the company having seen a substantial decline in revenue — a 12.6% drop — at the close of its most recent quarter (fiscal Q3, which ended March 30), as Retail TouchPoints reported.

In response, according to a recent company press release, 1-800-Flowers is pushing a new strategy, one dialed in on “transforming the customer journey into a sentiment-led experience.” Termed “Celebrations Wave,” the project will be helmed by incoming CEO Adolfo Villagomez, a former president of online operations for The Home Depot.

“As we embark on this exciting new chapter, I am thrilled to welcome Adolfo Villagomez as our new CEO, who will lead the charge in implementing and driving the Celebrations Wave strategy,” said outgoing CEO Jim McCann, who remains onboard as executive chairman.

“Adolfo’s leadership and vision will be instrumental in transforming our company and ensuring we continue to innovate and connect with our customers on a deeper level. Together, we will create an ecosystem that elevates the importance of relationships and heartfelt expressions,” he added.

Villagomez is notably the first person from outside the McCann family to take on this role.

1-800-Flowers Bets Big on ‘Celebrations Wave,’ but Will It Work?

As part of its Celebrations Wave turnaround strategy, 1-800-Flowers indicated that it was refocusing efforts on driving sales throughout the year, rather than zeroing in on holidays or special occasions. The strategy, which aims to help the company become the “premier relationship destination for heartfelt expressions, with a business model that aligns with future technological advancements and consumer purchasing preferences,” was broken down into six main bullet points:

• Sentiment-Led Customer Journey: As mentioned earlier in the press release, 1-800-Flowers made this the top objective of the new strategy, hoping to instantiate a “Celebrations ecosystem that makes regular connections with friends and family more fun and accessible.” An appeal to customer relationships and emotions is key to the company’s efforts.
• Increase Frequency and Conversion: Hoping to lodge its brand identity firmly in the mind of new and existing customers, the company aims to provide a shopping journey beginning “with complimentary and affordable greeting card options, which combined with notifications and reminders, [will] encourage greater frequency of engagement.”
• Broaden Price Points: The retailer signaled the importance of broadening its current pricing layout, emphasizing a need to appeal to customers of all economic means. In particular, however, attention will ostensibly be paid to producing “a tiered sales approach beginning with complimentary and low-cost options.”
• Increase Marketing Efficiency: Tactics like reminders to encourage repeat purchases and broader strategies involving timely, personalized messaging were highlighted. Central to these efforts? Building relationship-driven interactions that can deepen customer loyalty.
• Leverage New Technologies: With AI being the biggest buzzword in retail, it may be unsurprising to note that 1-800-Flowers exhibited plans to leverage “AI-driven recommendations, predictive analytics, and content” to both drive sales and gather valuable shopper data for future sales and marketing purposes.
• Strengthen Celebrations Passport Loyalty Program: Another growing building block of modern retail, the company pointed to a planned enhancement of its existing loyalty program to improve customer retention in the long term.

Near the end of the press release, 1-800-Flowers joined many other retailers in pulling its near-term guidance. Current macroeconomic uncertainty and the importance of refocusing efforts to execute the stated transformational strategy were cited as primary motivators for doing so.