Edible Arrangements, the Atlanta-based fresh fruit bouquet brand, is embarking on a digital reset to drive more traffic to its stores.
The 20-year-old company, which has 1,200 store locations in 11 countries and an e-commerce capability since the early 2000s, wants to grow its digital presence beyond one-off interactions with customers. To do this, it’s updating its app and website to better harness customer data and encourage customers to visit stores. In doing so, it hopes to target and personalize outreach to customers based on their behavior.
For example, a customer who orders online and picks up an item in a store could get tailored suggestions for additional products. Customers could also receive offers and promotions within the app or through personalized emails. To make this happen, Edible is upgrading its digital infrastructure to get a better understanding of who its customers are and what products appeal to them.
“We want to make sure our customers are converting, and what are the least amount of steps required to get them to transact and place that order,” said Somia Farid Silber, vp and general manager of Netsolace, the technology arm of Edible Arrangements. “Right now the app is very transactional.” It’s looking to integrate loyalty and rewards within the app, and based on what the company knows about the customer, offer tailored product suggestions in-store.
Edible’s digital revamp is part of a broader brand refresh started by CEO Mike Rotondo, who took on the job last July. Rotondo set to evolve the brand, which generated an estimated $600 million in revenue last year, beyond special-occasion gift baskets to a smoothie and snack business. Its physical store strategy is also moving past online fulfillment centers to retail shops where customers can buy everyday prepared food products. The company brought on a new chief marketing officer in November of last year and hired digital agency T3 to rebuild its digital presence earlier this year. The hope is that Edible can use its physical stores as anchor points to retain a local following, complemented by data-driven personalization that’s built off of a customer’s unique order history and profile.