1-800-FLOWERS.COM customer connection blooms with SAS® Business Analytics
Customer service is critical to retailers, and no company is more aware of that than 1-800-FLOWERS.COM. Using SAS® Business Analytics, the company builds relationships with customers, increases customer lifetime spending and encourages cross-brand shopping. The customer satisfaction improvements alone account for millions in revenue for a multichannel and catalog retailer that has learned how to compete on analytics.
SAS helps 1-800-FLOWERS.COM find customer insights, drive new revenue ideas and predict what customers will want – then target campaigns to fill those needs. An integrated data foundation, powered by SAS, dramatically reduces the time it takes to perform analysis and share results. Instead of analyzing sales and customer service information after a major holiday, for instance, the company can see what's happening in real time and adjust its Web site offerings accordingly.
The company is rolling out the analytical platform to its affiliated gift brands in an effort to further enhance cross-sell and up-sell opportunities, drive more revenue and create a unified means to look at its broad and growing specialty retail business.
"We want to retain our core customers and increase customer lifetime value by encouraging customers to shop across all of our gift brands,'' says Stephen Bozzo, Chief Information Officer. Along with its flower brand, the company owns Fannie May Confections, The Popcorn Factory, Cheryl & Co., 1-800-BASKETS.COM and multiple other gift brands. "To really connect with our customer, we need to measure customer satisfaction and constantly work to improve it.''
Building customer value by understanding the customer
Commanding the driver's seat on customer service issues
"Before SAS, our peak time would be over and then you'd have to apply the results to the next holiday. Now we can do it in real time, and it enhances the customer experience,'' says Nachiket Desai, Vice President of Enterprise Architecture and Business Intelligence. "The SAS Analytics platform essentially brings all these different data points into a single matrix so people can access all the data without depending on IT to provide extracts.''
Rolling SAS Analytics out to the other brands
For the brands with a large catalog base, 1-800-FLOWERS.COM is helping them build Web sales. In the past, the catalog brands tended to receive from a third-party vendor one data extract for analysis per catalog. As there might only be nine or 10 catalogs sent out a year, that was enough. But with a Web operation, these brands needed more extracts. "They realized they need to be dynamic and address customer needs in real time,'' Desai explains. These brands are now getting data weekly, and it has helped drive Web site traffic up at two brands by nearly 30 percent.
The next step is to help standardize business rules across all the brands to better analyze costs. "For example, if you charge shipping, should that be revenue, or should that be considered part of the cost? Every brand defines it differently internally,'' Desai says. "We are using the rollout to standardize some of the rules and share information about costs and revenue across the company.''
Making analytics easy to use
"Our competitive advantage is understanding our customer," he says. "SAS helps us do that.''
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
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Stephen Bozzo, Chief Information Officer
Analyze data in real time to help improve the customer experience
SAS® Business Analytics
1-800-FLOWERS.COM has reduced customer complaints by 40 percent during the critical Mother's Day season and increased customer satisfaction
“Our competitive advantage is understanding our customer. SAS helps us do that.”
Vice President, Enterprise Architecture and Business Intelligence