Case Study: 1-800-Flowers.com achieves personal, one-on-one conversations at scale with Twilio

How 1-800-flowers.Com engages customers like they’re in their original manhattan storefront

1-800-Flowers.com grew from a single Upper East Side shop to a $1.25B global business and faced a familiar challenge: how to recreate the personal, contextual conversations of its storefront while scaling across the internet, mobile, messaging apps, voice, and AI-driven channels. Leadership needed a way to keep interactions delightful and immediate as customer touchpoints multiplied.

By partnering with Twilio and adopting RCS Business Messaging alongside SMS, Autopilot, Facebook Messenger and WhatsApp, the company now delivers rich, two-way order confirmations and delivery updates that let customers track shipments, modify orders, share location/media, and escalate to a live agent with full order history — all from their default messaging app. The result is unified, personalized conversations at scale, faster issue resolution, reduced hold times during peak occasions, and a restored sense of the original in-store experience.

1-800-Flowers.com

Amit Shah

Chief Marketing Officer