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1-800-Flowers “Gives Love” to Facebook Users
Yet another sign of the ever-expanding role of online social networking in marketing: 1-800-Flowers.com is letting Facebook users garner loyalty points for sending virtual flowers to their friends.
1-800-Flowers recently partnered with Loyalty Lab, a company that develops loyalty programs, to create a Facebook application, called “Gimme Love,” that enables the retailer to reward members of its Fresh Rewards loyalty program for referring their friends. Facebook members who aren’t members of the loyalty program become one by adding the “Gimme Love” application — and can send virtual flowers to any friends, who then add the Gimme Love application, which automatically makes them a Fresh Rewards member. The more friends you refer to the Gimme Love application, the more Fresh Rewards points you receive.
The two companies are also developing a way for the user to purchase real versions of the virtual flowers to earn more points or discounts on purchases.
This is not the first time 1-800-Flowers has ventured into the “virtual world” of gift giving. In July 1-800-Flowers announced it had opened up a virtual greenhouse in Second Life, an online, three-dimensional community.
“We want our brand to be where our customers are, which is why we were the first floral brand on Second Life and why we’re the first multi-channel specialty retailer to link our loyalty program to Facebook,” Monica Woo, president, consumer floral brand, 1-800-Flowers, said in a press release.
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