Machine Learning in the Retail Industry: Making a Strategic Investment in Technology

Retail companies that neglect machine learning do so at their peril. The name 1-800-Flowers.com is a charming legacy anachronism: These days, most of the gifting brand's customers don't dial a phone number, and a clear majority order more than bouquets. In fact, the now 40-plus-year-old parent, 1-800-FLOWERS.COM Inc., is today primarily an e-commerce business whose revenue, since its acquisitions of brands such as Harry & David, Cheryl's Cookies, Wolferman's, and The Popcorn Factory, comes largely from food-related gifts. Its floral origins notwithstanding, the company has been on the cutting edge when it comes to using machine learning (ML) to enhance customer experience. Since 2016, 1-800-FLOWERS.COM Inc. has launched several noteworthy marketing innovations to enhance the customer experience. Partnering with IBM Watson, the company introduced the AI-powered personal gift concierge GWYN (Gifts When You Need) to customize suggestions to online shoppers.