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Mis Case Study

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A Blooming Web Business
Flowers are a highly perishable product. Most pass their useful commercial life within hours. Therefore, ensuring timely arrangement, packaging, and delivery is of utmost importance for the survival of any florist, let alone one that operates on the Web.
1800Flowers.com, Inc. is the oldest online florist. Jim McCann opened a single flower shop on Long Island in 1976. Within a few years he augmented it into a chain of 14 flower shops in the New York City metropolitan area. In 1986, he acquired the telephone number 1-800-356-9377, which allowed him to advertise the company as 1-800-FLOWERS to receive orders by phone. He registered it as a trademark. In 1995, he acquired the domain name 1-800-FLOWERS.COM, registered it, too, as a trademark, and opened a Web site. The domain name has since become one of the most recognized brands in gift retailing.
From its flowers-only beginning, the company expanded into plants, gourmet foods, candies, gift baskets, and other unique gifts, all offered at the Web site. Non-flower products are shipped to customers worldwide. To accommodate flower customers anywhere in the United States, the company created BloomNet®, a network of about 9,000 florists. This network supplements the company’s own 100 stores from coast to coast in the United States.
To cast a wider net, the company also operates an affiliate program, enabling any online business that joins it to earn up to 12 percent of sales that originate at that business’ site. The company offers a “10-Day Return Cookie.” If a customer comes to 1-800-FLOWERS.COM and decides not to make a purchase right away, the affiliate can still earn the commission if that customer purchases from 1-800-FLOWERS.COM within 10 days.
Visitors who enter 1-800-flowers.com into their browsers may think they are taken to a single site, but they may actually be routed to one of...

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