If anything, 1800-Flowers.com is a lesson in transformation.

Recently, 1800-Flowers.com unveiled a feature that allows users to place their orders using a voice command that would be completed by a chat service. With this, it underlined the fact that it continues to leverage technology in improving customer experience and simultaneously increasing sales.

From being a small flower-shop to a chain of flower-shops to a telephone-based retailer and now an online giant that delivers happiness (flowers are one of their offerings), 1800-Flowers.com has come a long, long way.

If there’s one thing that 1800-Flowers.com has always done, it’s embracing new ways of reaching out to customers and making their experience easier and more pleasant. And their huge success with multi-channel and digital marketing holds extremely important lessons for businesses everywhere. Here are the top four things you can learn from 1-800-Flowers.com:

Embrace Technology Early On

1800-Flowers.com constantly reminds us that technology isn’t a fad. What appears transient today has the potential to change a lot of things tomorrow.

1800-Flowers.com was one of the earliest retailers to realize the power of the 24 x 7 toll-free telephone number (1800) and put it to use. Its swift transition to internet is evident from the fact that it registered its domain way back in 1995. By the time it went public in 1999, 1800-Flowers.com was pretty clear that a significant portion of their revenue would come from the online channel.

Today, 1800-Flowers.com has a conversational ecommerce system in place that has been optimized because it was adopted in the early days of chatbot technology.

Lesson: Embrace technology while you can, not when you must. The current pace at which technology is woven into every business, it’s not a good idea to be a late adopter.

Integrating technology in your business model at a relatively early stage has multiple benefits. One, it gives you a time to smoothen the process, train your team and build systems that optimize the channel. And two, it gives you a distinct competitive advantage.

The simple layout of the 1800-Flowers.com app makes buying easier.

Make the Experience Pleasant

When you adopt technology, keep in mind the core objective: make things more pleasant for your customers. If the new technology is cumbersome or is improperly deployed, the customer experience suffers – and so does your business.

1800-Flowers.com deploys technology with the underlying theme of “Quick, Easy, On-the-go”. With all of us having become practically inseparable from our cell-phones, it only makes sense to see how ordering over phone can be made more rewarding experience.

1800-Flowers.com took it a step further.

It put in place a service that offers valuable purchase recommendations to buyers. The system asks you just three…