What Buying Flowers Means for the Future of Facebook

Facebook has become ubiquitous. The social media giant currently sits fifth on Forbes’ “World’s Most Valuable Brands” list and has proliferated to all parts of society. Facebook has more than a billion active users and brought in nearly $18 billon in revenue last year. It is not too far off to say that Facebook is taking over the world – and a lot of our time in the process.

Facebook continues to develop its monetization strategy. Just last year, the tech giant unveiled a new peer-to-peer payment system as well as the ability to get transportation (such as an Uber) without leaving the application. As flower deliveries become more popular, Facebook’s most recent partnership has it collaborating with 1-800-Flowers.com. Inside the Facebook’s messenger app, you can now order flowers through an automated bot without ever leaving your conversation. Chris McCann, president of 1-800-Flowers.com, said:

What we are seeing is a clear uptake of activity… The majority of interactions with the bot are placing an order. The vast majority are new customers for our brand. We are reaching the early-adopter audience that the general advertising doesn’t hit. We are reaching the younger demographics.”

This is all part of a new trend of advertising called “contextual commerce.” With contextual commerce, merchants can reach their customers through everyday life and in natural environments. As technology evolves, seamless integration into our everyday lives makes it both practical and useful. Facebook isn’t alone either; Amazon’s Dash Button makes it easy to reorder supplies with the click of a button and Pinterest’s buyable pins let shoppers quickly find the goods they want online.

With over 900 million users of the Messenger app, 1-800-Flowers.com has a completely new market of customers to access. More importantly, contextual commerce means the convenience of shopping continues to increase for consumers.


Read more at “Inside Facebook’s Plan to Get Users to Buy Flowers in Messenger” (Olga Kharif, Bloomberg)

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