Recall Study: 1800Flowers.com

Last Updated on Wednesday, 06 May 2009 10:31

1-800-FLOWERS partnered exclusively with CBS Outdoor to introduce its newest floral product - the Happy Hour Bouquet. Delivering constant presence and extensive coverage, Outdoor quickly helped to generate awareness, making this “the most successful floral campaign ever for 1-800 Flowers.com.” -Jim McCann, CEO, 1-800-FLOWERS.com

1-800-Flowers.com conducted a pre and post promotion analysis. The results are staggering...CBS OUTDOOR DELIVERS!

Campaign Details

Test Markets: Atlanta, Denver, Los Angeles, Miami New York and Washington, DC

Control Markets: 25 cities throughout the U.S. including Boston, Chicago and San Francisco

Media: Bulletins,Bus Exteriors, Rail Posters and Street Furniture

Timing: February 2006 (the Valentine's Day holiday season)

Key Findings

OUTDOOR INCREASES SALES.

Happy Hour Bouquet sales were 7 TIMES GREATER in test markets than those in markets without the Outdoor campaign.

Post campaign, sales of Happy Hour Bouquets remained 3 TIMES GREATER in test markets.

625% MORE Happy Hour Bouquets were sold for Valentine's Day '06 than for Christmas '05.*

MORE OUTDOOR MEANS MORE IMPACT.

In the majority of test markets, the weight of the Outdoor campaign positively influenced the sale of Happy Hour Bouquets - i.e., larger Outdoor campaigns (based on unit counts) resulted in higher sales.

OUTDOOR DRIVES ONLINE TRAFFIC.

The Valentine's holiday season generated a 274% INCREASE in total revenue. Happy Hour Bouquet campaign drove website visits and significantly increased sales along all product lines.

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