(Interview with G. Piccirlli, marketing consultant, March 21, 2010). Targeting has helped the company select its florists and to create customized web-landing pages. By embedding location specific terms in Google AdWords, it has been able to attract customers from the geographies in which they have floral suppliers. This ability to attract geographic specific customers has allowed the company to create localized website landing pages which further reinforces its' brand positioning of "your local florist." What is most interesting about Ready Flowers is that its use of technology has produced an online only company. Ready Flowers does not require a brick and mortar storefront, an inventory of fresh flowers, nor do they need delivery capability....

They have left this to their partner florists and have focused on what they are good at which is using technology to simplify the purchase of flowers and to be an efficient marketing channel to thousands of local florists who need not invest in creating/managing a website. The florists have not had to change their business processes nor has the consumer need to change the way they search for a florist online.