Paze, 1-800-Flowers, and Banks: Driving Customer Engagement at Checkout for Valentine’s Day

Enhancing the 1-800-Flowers Checkout Experience for Valentine's Day

At Paze, we're dedicated to simplifying the checkout experience for merchants while providing customers with a fast payment method with added security as card numbers are not shared with merchants. This Valentine's Day, we collaborated with 1-800-Flowers to test how Paze could positively impact online shopping. We focused on driving Paze adoption at checkout through an exclusive offer and a robust multi-channel marketing campaign, partnering with key banks like Chase and Truist to amplify our reach. The campaign drove high conversion rates, high-value customers, fast checkout, and strong search results.
 

Valentine’s Day Campaign: Multi-Channel Execution

From February 7-14, we executed a comprehensive marketing strategy across bank partners, Paze, and 1-800-Flowers to maximize customer engagement. We created bespoke channel creatives to effectively drive awareness and engagement for the promotional campaign.
 

Reaching Customers Across Multiple Channels

Paze Channels

• Search and Social Platform Marketing: We engaged potential Paze users with targeted promotions.
• Organic Social Media: Content across LinkedIn, Facebook, and Instagram, including custom creator content that incorporated humor and intrigue, raised awareness. In the above graphic is a still from a custom reel we created on “What Different Valentine’s Day Flowers Say About Your Relationship.”
• Internal Education: We ensured internal visibility for the 1-800-Flowers promotion through email and organizational announcements.
   

1-800-Flowers Channels

• Search: We worked with 1-800-Flowers to target high-intent Valentine's Day shoppers.
• Dedicated Email: 1-800-Flowers showcased the Paze offer to existing customers via a dedicated email on February 8.
• Newsletter Banner: Consistent exposure for the offer throughout the week via a rotating banner feature in their newsletter.
• Landing Page Placement: We drove all marketing traffic to a dedicated promotional page for the offer.
   

Bank Partner Channels

• Organic Bank Amplification: Banks are actively promoting Paze as a new checkout option offered by banks and credit unions via their channels. For example, Chase recently highlighted the ease of checking out with Paze in a LinkedIn post reaching their 500K followers.
• Chase and Truist Promotions: As a service operated by Early Warning Services, LLC and offered by banks and credit unions, Paze has strong relationships with major national banks. Chase and Truist extended the 1-800-Flowers campaign’s reach, featuring Paze and the 1-800-Flowers offer to their internal employee audiences, leveraging creatives that we prepared for them in advance.
   

Performance and Key Insights

We tracked strong performance from February 7-14:

✔ Strong Conversion Rates – Paze conversion rates for completed transactions exceeded the 30-day average for new users, returning unrecognized users, and returning recognized users.

✔ High Average Order Value – The average order value (AOV) for Paze transactions surpassed the 1-800-Flowers Valentine’s Day benchmark.¹

✔ Enhanced Customer Experience With Speedy Checkout – While the average e-commerce checkout time is three minutes, and 52% of customers abandon purchases if checkout takes longer than two minutes,² Paze checkout drove an average of 33 seconds to purchase completion for returning recognized users.

✔ Strong Customer Engagement – Search proved to be the most effective driver of campaign traction. Testing on social platforms also yielded valuable insights.

1. Despite a lack of statistical significance (p=0.17), the observed higher average order value (AOV) in Paze transactions suggests a possible correlation with higher-value customers.

2. The state of North American checkouts in 2022.

Key learnings:

✔ Effective Bank Targeting – Bank marketing efforts are highly effective for targeted campaigns and efficient engagement. For the upcoming Mother’s Day campaign, we are excited to expand into additional bank channels.

✔ Optimized Campaign Length – Given the success of this short one-week campaign, future campaigns will run for at least two weeks to gather more robust data and insights.

"Our collaboration with 1-800-Flowers this Valentine's Day demonstrated the power of Paze checkout and marketing partnerships. With compelling and humorous creative that we developed expressly for this campaign, we saw significant gains in conversion and customer engagement. We're excited to build on this success for Mother's Day and beyond in partnership with our network banks and their robust marketing channels."

- Andrea Gilman, chief marketing officer at Early Warning Services/Zelle/Paze

Looking Ahead: Mother’s Day and Beyond

Building on these learnings, we're partnering with 1-800-Flowers again for Mother's Day. This will provide further opportunities to refine our approach and explore new ways to enhance the customer experience with Paze.

Are you a merchant interested in opportunities to boost sales? We're actively seeking additional participating merchants for upcoming seasonal promotions. Tap into a vast network of millions of bank and credit union customers by integrating Paze into your checkout process.

With Paze, it’s easier than ever to buy flowers for delivery from 1-800-Flowers. Contact us today to learn how you can optimize your checkout experience with Paze.