FTD Global Repositioning Plan

At the time when Bridget led the global retail repositioning at FTD, the company was a 100+ year old legacy floral brand. Recall was high amongst its audiences, but customer service issues had caused its NPS scores to progressively drop over time, and the brand itself was seen as out-of-touch, dusty and bland. Worse yet, newcomers in the floral delivery space boasted personalized customer service and slightly lower prices, too. How could FTD not just compete in the short-term, but build a brand that would endure another 100 years?

Through her research, she uncovered a few key insights: First, our customer wasn’t just gifting her purchases. She was also shopping for herself. Second, it was very important to her that she know the skill level and background of the person assembling her bouquet. And lastly: She saw flowers as a very sensory, hands-on experience.

These insights led to a comprehensive repositioning strategy. The vision was to create an omni-channel floral company dominating both physical and digital spaces. Branded flower shops in FTD-owned franchised spaces offered customers a sensory experience and connected them with local florists. The strategy optimized FTD's ecommerce with a mobile-first UX and utilized experiential channels like pop-up flower carts and branded trucks. The full plan can be reviewed below.