Learning, Engagement, and Empowerment:1-800-Flowers’ Amit Shah
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.
In Season 2, Episode 3, of the Me, Myself, and AI podcast, 1-800-Flowers president 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. Read the episode transcript here.
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Amit Shah has a proven track record for leading e-commerce marketing strategies while rapidly scaling user acquisition and revenue streams. As president of 1-800-Flowers.com (since August 2020), he is responsible for leading the operations and management of the 1-800-Flowers.com brand. Since joining the company in September 2011, Shah has held several roles of increasing responsibility, most recently serving as chief marketing officer from March 2017 to August 2020.