Edible arrangement delivery status4/25/2023 ![]() There’s a lack of awareness about our stores because most of what they do is fulfillment. We’re not necessarily trying to change user behavior because, at the end of the day, we do most of our business through gifting.īut we’re expand our product offering from arrangements and fresh fruit to more treats people love. KAITLIN REISS: Our digital marketing efforts over the next year will revolve around driving more people into our stores. “Consumers are so last-minute that having a website presence with seamless checkout makes it easier for consumers to find an arrangement, and a local store that can fulfill it.”ĪdExchanger: Where are you investing most with marketing? “We rely heavily on our storefronts to fulfill our online deliveries, which is the main driver of the digital growth we’ve seen,” Reiss said. Edible Arrangements has supported same-day delivery for a while.īut for a digital and in-store strategy to succeed, the channels need to coexist. “In the day and age of Uber Eats and Grubhub, people want delivery and they want it now, so we’re trying to develop new ways to experience Edible Arrangements.”Ĭonsumers are conditioned to expect same-day delivery, thanks to services like Amazon Prime. ![]() “No one’s going to buy an arrangement at a $60-$70 price point for themselves, but they may want to enjoy that same fresh fruit in a different format like a parfait,” said Edible Arrangements’ CMO, Kaitlin Reiss. Edible Arrangements is best known for its fresh fruit and chocolate arrangements, many of which are gifted at the last minute for holidays or anniversaries.Īlthough 65% of Edible Arrangement’s business comes from ecommerce, the brand wants to drive visits – particularly from repeat customers – into its 1,200 local store franchises.
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