FTD and 1-800-Flowers Should Have Nipped Valentine's Woes in the Bud

Valentine's Day is the one time of the year you want to say it with flowers — and not to apologize.

Yet FTD and 1-800-Flowers both spent Valentine's Day on virtual bended knee, apologizing to the thousands of customers each brand managed to irk on what should have been their biggest sales day of the year.

1-800-Flowers, which launched the first Facebook store in 2009, somehow managed to not deliver thousands of floral arrangements that were ordered online, and is now vowing to make it up the intended recipients and the purchases. A character named Tina Flowers on its Facebook page is reaching out to disgruntled customers to make up for the mishap.

And FTD found itself in the doghouse this Valentine's Day after partnering with a brand recovering from its own PR disaster — Groupon.

After FTD announced a special group deal for deliveries on Valentine’s Day with Groupon, customers quickly figured out that the prices were cheaper for the same floral arrangements on FTD's website. 

Scores of outraged customers posted irate comments on FTD's Facebook page, YouTube channel and other public touchpoints, including suggestions that it should be renamed “Flowers to Disappoint,” or “F-----Up the Delivery."

Their beef: FTD inflated prices for Groupon customers who used a $20 coupon on a purchase of $40 or more. 

“It looked like a price hike,"  writes BlogHer Contributing Editor Mir Kamin. "They can call it what they want, but it was indeed higher prices when working with the Groupon. That feels sleazy, even if you believe that FTD 'didn't realize' it would."

“Groupon's failure was in not thoroughly vetting how the deal would be carried out…While FTD looks sleazy, Groupon — at best — looks disorganized and unprepared.”

Groupon and FTD are busy offering refunds and FTD President Rob Apatoff’s response was that it was clear on both sites that the coupon didn't apply to sale items. 

"At no time did we inflate any prices. Absolutely not," Apatoff responded to complaints. "Because there was some confusion with a few, we decided to step up and do the right thing to make sure everybody was happy." 

FTD posted on its Facebook page:

“Thanks to all who purchased our Groupon offer of $20 bonus on a $20 purchase. We understand that some were disappointed they were unable to combine the additional discounts on FTD.com with the Groupon savings. We will now offer the benefit of both savings, and issue refunds to those who purchased items that were on sale on FTD.com at the time of your Groupon purchase.”

The coupon was purchased by nearly 3,300 shoppers who also found that high service and shipping charges further lessened the value, and many bouquets would not be delivered before Feb. 15.

"It was way too big of a headache for our customers and that isn't how Groupon treats people," Groupon spokeswoman Julie Mossler wrote in an email to CNNMoney.

Groupon's first foray into a national deal with Gap last August caused server failure, but they wrangled it to a satisfactory finish. Next came the recent SuperBowl debacle; and now this.

Sour deals sour customers and damage brand image, especially with complaints visible to all on social media and the blogosphere. The bigger the deal – the harder the fall-out — and not even the biggest bouquet of flowers in the world is going to make up for that.