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FTD.com vs. 1-800-FLOWERS.COM
budding heads
by Abram Sauer
December 15, 2003
The war for the guilty boyfriend-, absent son- and forgetful husband-dollar is being fought online. The two most prominent names in the billion-dollar online floral delivery industry are elder statesman FTD and Young Turk 1-800-FLOWERS.COM.
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Founded in 1910 as Florists’ Telegraph Delivery, FTD was later renamed Florists Transworld Delivery. Probably the only global name brand floral delivery service of note for the better part of the next century, FTD suddenly faced grueling competition as the Internet rewrote the rules. 1-800-FLOWERS.COM sprang from a single New York store owned by Jim McCann who obtained the namesake 1-800 number in 1986 and went online in 1992. Today 1-800-FLOWERS has an extended brand family that includes Plow & Hearth and The Popcorn Factory, among others, and reported 2003 sales of US$ 565 million. Over the same period FTD registered US$ 363 million.
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In many ways, the supremacy of either of these websites over the other comes down to the very subjective issue of substance. While both offer all the fundamentals -- roses, teddy bears, holiday teddy bears, teddy bears in fireman costumes, tins of cookies, teddy bears with tins of cookies, bonsai trees (yes, bonsai trees) -- it is feasible that a shopper with a more bizarre request (such as a teddy bear dressed as Toshirô Mifune from the “Seven Samurai” with a bonsai tree) might only be able to find it at one site or the other. But for all practical purposes the difference in these two sites is a matter of design and, probably even more importantly, price.
Except that there is no difference in design. Well, almost none. Both of these sites are so standard as to be cut from one of the cookie cutters used to make their wares. This is not troublesome though as both sites aim to assist with a smooth transaction. Essentially, both capture the spirit of a brick and mortar flower store by suggesting possibilities to the customer while at the same allowing plenty of browsing room for those who know generally what they are looking for. Categories are broken down several times over by occasion or product and, of course most importantly, by price. (Is saying “sorry” for “$50 to $75” really worse than saying it for “$150.00+”?) For the most part both of these sites are functional and would carry out any gift-giver’s goal with a great deal of professionalism and satisfaction. So where does that leave a reviewer? Well, the inadequacies of course.
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Abram D. Sauer, former columnist for The China Daily and co-founder of Chopstickfactory.com, lives in New York and welcomes freelance opportunities.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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May 5, 2003
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Staples - Works
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Packed with supplies, Staples.com does its best to organize online.
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Mar 24, 2003
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Sony - High tech
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Sony.jp uses the latest technology and the oldest (and best) branding techniques to display its product.
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Feb 3, 2003
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Carrefour - Stocked
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The aisles of Carrefour.com are stocked with a strong representation of its brand.
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Jan 20, 2003
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NFL.com - Fumbles
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Are you ready for some football? American football, that is, coming to you straight from NFL.com.
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