Amit Shah explains the company’s unique challenge as a platform business and engagement brand facing this perennial cold-start problem. He also shares his insights into why marketers may have a leg up in working with AI and machine learning, how to foster a team of curious learners, and why it’s important to tolerate failures.
1-800-Flowers faces the same cold-start problem any consumer-facing business might face: It doesn’t know exactly what its customers need when they first come to its website. What’s more unique to the platform which operates through a network of local florists and affiliates worldwide, though, is that each time a customer comes to its site, they may have a different end goal in mind.
Consumers shop for gifts and floral arrangements for different occasions — as varied as funerals, birthdays, and holidays — which can make it difficult for technology to recommend the best product during a specific online shopping session.