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Despite the pandemic, Edible Arrangements recorded double-digit increases in 2020 thanks in large part to its dynamic e-commerce platform and an ability to connect with consumers across various channels.
Somia Farid Silber, VP of eCommerce for Edible, told Retail TouchPoints how Edible has implemented tools that allow the company to better understand its customers’ shopping behaviors.
Rather than sending every customer the same email, Edible looks at purchase history and frequency to determine what’s going entice them to make that next purchase.
Franchisees benefit from the brand’s ability to personalize copy and how frequently they talk to customers across all channels.