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1800Flowers implements Google Wallet to streamline mobile commerce site

By
November 6, 2012

1800Flowers is taking a step out of the buying process by incorporating Google Wallet into the company’s mobile site to give users another way to shop.

The commerce-enabled 1800Flowers mobile site lets consumers browse, buy and ship gifts from their handsets. 1800Flowers is working with Moovweb on this initiative.

“Google Wallet is a great way to streamline the check-out process for consumers, which drives incremental mobile sales and lowers cart abandonment rates,” said Mitch Bishop, chief marketing officer at Moovweb, San Francisco.

“Consumers get to store their personal and credit card information in one place, which makes it super easy to purchase through mobile devices,” he said.

“Like most retailers, 1800Flowers is experiencing incredible growth in mobile-generated sales. This is being driven by mobile features like daily deals, optimized mobile search and email campaigns.”

Pay on mobile
Consumers now have the option to use Google Wallet when they check-out on 1800Flowers’ mobile site.

After users add items to their shopping carts, a Google Wallet button appears at the top of the screen.

Users who tap on the button can log-in to their Google accounts and pay by either selecting a credit card or type in credit card information. Consumers must then fill out a form with their billing and shipping information.

Consumers then finish the transaction and can check a form to automatically use Google Wallet to pay in the future.

This is not the first time that 1800Flowers has worked with Google on its mobile initiatives this year.

In April, 1800Flowers used Google Offers to promote products for spring holidays, including Easter and Mother’s Day. The time-sensitive deal was pushed out through email and could be bought via mobile or online (see story).

Mobile shoppers
Nowadays consumers are shopping more on their mobile devices.

However, the check-out process can be tedious and frustrating on smaller screens.

With marketers pushing mobile services and deals as part of a comprehensive digital marketing strategy, consumers expect to interact to shop their favorite brands easily from their mobile phones and tablets.

Therefore, by letting consumers sign in once to shop in the future not only streamlines the check-out process it also alleviates stress in the future.

Additionally, some consumers are wary to buy directly from their mobile devices. By having solely one account that is tied to their credit card information, it helps builds consumer trust that credit card information is only held by one company.

“With more than one billion smartphones now in use worldwide and global tablet sales expected to reach 369 million units by 2016, retailers need to take advantage of the mobile revolution,” Mr. Bishop said.

“We are still early in the age of mobility – it took 16 years to sell one billion smartphones yet the next one billion will get sold in the next two to three years,” he said. “For many people globally, their mobile device is the primary way they access the Web.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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