We plan to continue to broaden these efforts and extend our reach going forward. For the full fiscal 2021 year, we drove revenue growth of 42.5% and achieved a significant milestone by surpassing $2 billion in total revenue. We have basically doubled the size of our business over the past three years, and we anticipate continued double-digit revenue growth in our current fiscal 2022 year.
800-FLOWERS.COM, Inc. President and CEO Chris McCann Interviewed by Advisor Access
Our BloomNet® Wire Service segment is the category leader in quality and innovation. BloomNet’s revenues are generated through membership fees, as well as other products and services sold to local florists. Our BloomNet network of professional florists provides design and delivery on a local basis, and BloomNet offers its member florists innovative technologies and services designed to help them grow their businesses profitably. Chris joined the organization in 1984, helping lead the disruption of the flower industry with the company’s innovative use of 800# watts-line technology and subsequently helping transform the company with the adoption of online technology as a pioneer in e-commerce. He served as President of FLOWERS.COM, Inc. for several years and was named CEO in 2016.
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- The average amount spent by these customers in fiscal 2021 was $330, more than double the spend of an average customer, excluding PersonalizationMall.
- Crafted by a local floral artisan, each arrangement is created using the freshest flowers available to arrange a beautiful and truly unique sentiment.
- In terms of our Celebrations Passport loyalty program, membership surpassed the one-million mark during the early spring.
- He is well-known for embracing technology innovations that enhance customer engagement, particularly in the areas of social, mobile and conversational commerce.
- Chris believes strongly in the company’s mantra that its “best product is the customer experience.” As a result of his leadership, FLOWERS.COM, Inc. was recognized among the top 5 on the National Retail Federation’s 2021 Hot 25 Retailers list, which ranks the nation’s fastest-growing retail companies.
Backed by a caring team obsessed with service, Flowers.com provides customers thoughtful ways to express themselves and connect with the most important people in their lives. 1-800-FLOWERS.COM, Inc. embraces innovation and a customer-first focus to help inspire more human expression, connection and celebration. We’ve also created shop-in-shop experiences to take advantage of brand affinities, such as the Flowers Shop on the Harry & David site and the Moose Munch Shop on The Popcorn Factory site, introducing customers to our expanded product offerings.
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Chris has played a pivotal role in building FLOWERS.COM, Inc.’s reputation as one of the leading e-commerce and mobile commerce retailers in the country. He is well-known for embracing technology innovations that enhance customer engagement, particularly in the areas of social, mobile and conversational commerce. Chris believes strongly in the company’s mantra that its “best product is the customer experience.” As a result of his leadership, FLOWERS.COM, Inc. was recognized among the top 5 on the National Retail Federation’s 2021 Hot 25 Retailers list, which ranks the nation’s fastest-growing retail companies. These initiatives include our weekly Celebrations Pulse email newsletters, along with experiential programs such as floral design and charcutier classes, as well as dinners designed to promote our Harry & David® gourmet foods brand. Through this expanded content development and deployment across a broad range of social channels, we are creating a customer community that we expect will generate extensive growth and strong shareholder value by enhancing customer loyalty and building repeat business.
Customers who bought from more than one product category or brand, excluding PersonalizationMall, made up more than 13% of total active customers and represented approximately 29% of total revenue for the year, up significantly from the prior year. The average amount spent by these customers in fiscal 2021 was $330, more than double the spend of an average customer, excluding PersonalizationMall. Chris McCann, President and Chief Executive Officer, FLOWERS.COM, Inc., is responsible for the company’s operations across all of its brands and businesses.
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He oversees the company’s strategic, operational and organizational processes, including the development, implementation and execution of annual and longer-term strategic, operating and budget plans. We also continued to innovate our digital experiences to better mix content with commerce, improving both our desktop and mobile channels. These and many more interactive engagements helped us introduce millions of people to our broad range of solutions for their gifting needs.
And we are equally excited by the tremendous opportunities we see in corporate gifting, where personalized products can help corporate customers stay connected with both their clients and their employees. Throughout the year we also created a growing range of online events through social channels like Facebook and Instagram. For example, our “Breakfast at Wolferman’s” series was a great success, It was watched by nearly 2 million consumers and effectively introduced a new, younger demographic to our Wolferman’s Bakery brand with a mix of lifestyle tips, personal experiences, and live recipe demonstrations. 1-800-Flowers.com offers truly original floral arrangements, plants and unique gifts to celebrate birthdays, anniversaries, everyday occasions, and seasonal holidays, and to deliver comfort during times of grief.
We support our company vision through a broad range of corporate social responsibility initiatives, with a focus on Community, Inclusion, and Environment. The acquisition of PersonalizationMall.com substantially extended the capabilities of our operating platform and positions us as a leader in personalized gifting. We are helping our customers connect in meaningful ways and inspiring them to express themselves through our innovative products, unique experiences and valuable resources. And we’ve only scratched the surface in terms of what we can do with PersonalizationMall’s unique capabilities and broad product offering. For example, this fall, we will roll out personalized products across our brand sites, showcasing our new capabilities to millions of customers.
And, for everyday gifting occasions, we expanded our Birthday and Sympathy Collections to feature more multiple brand combinations. Our customer metrics and Celebrations Passport successes illustrate the tremendous value of our customer file, a key asset and growth driver for our overall business and one that we will continue to develop going forward. Crafted by a local floral artisan, each arrangement is created using the freshest flowers available to arrange a beautiful and truly unique sentiment. In terms of our Celebrations Passport loyalty program, membership surpassed the one-million mark during the early spring. Passport member revenue per customer was also up for the year at $284, nearly double that of average customers.
We support our company vision through three key pillars – Community, Inclusion, and Environment. Chris currently serves as Vice Chairman of the Board of IGHL, a facility dedicated to the enrichment of the lives of developmentally disabled adults, a cause that is near to his heart. In 2005, together with his brother Jim, he helped found Smile Farms Inc., a non-profit organization dedicated to providing meaningful job opportunities for individuals with developmental disabilities. Chris also serves on the Board of Trustees of Marist College and is a member of the Board’s Diversity & Inclusion Committee. For example, for Mother’s Day we bundled Shari’s Berries, roses from Flowers, and award-winning Harry & David wine, creating a hit product we have now expanded into a growing collection we call our Deliciously Decadent Series.