DoorDash launches flower delivery

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On-demand delivery provider DoorDash has added florists — including supermarket floral aisles — to the menu of retail partners available directly through its platform.

San Francisco-based DoorDash said Wednesday it now offers same-day delivery of flowers and related gifts, including as early as one hour, for more than 3,000 local and national florists nationwide. The vast majority of florists are available through DashPass, DoorDash’s subscription program that offers members unlimited free shipping and reduced service fees on qualifying orders of $25 or more.

Floral retail partners now allowing delivery through DoorDash include The Flower Shop, William Paul Floral Design, Jennie’s Flowers of Tampa, Poppy Flowers and POMP Flowers. DoorDash noted that the launch also marks an expansion of the partnership for many grocery and convenience retailers, with delivery now available for Flowers and Gifts by Albertsons and Safeway Bloom Cart. Last year, the country’s second largest supermarket operator, Albertsons Cos. in partnership with DoorDash to provide last mile delivery from approximately 2,000 stores.

Retailers available through DoorDash flower delivery include florists as well as grocery and convenience stores offering flowers and gifts. (Image courtesy of DoorDash)

DoorDash said the launch of floral retailers on its delivery platform comes after “a years-long journey” of on-demand delivery for florists through its own channels with its white-label fulfillment service DoorDash Drive. The new service also continues DoorDash’s delivery expansion into new categories beyond restaurants, including groceriesalcohol, pet care and retail.

To use the flower delivery service, customers open the DoorDash app and click on the new “Flowers” tile at the top to browse available florists and their offerings. They can also type “flowers” ​​in the search bar or click on the “flower delivery in progress” carousel on the homepage. If you are offering flowers, those placing the order must change the address to the recipient’s location. A gift tile at the top of the homepage shows related products available for delivery, including chocolates, liquor, and retail items.

After selecting their flowers and/or gifts, customers on the checkout page can click “send as a gift” to turn any order into a gift order. They then add the recipient’s name and choose from a range of digitally animated cards for various occasions – from “Happy Valentine’s Day” to “I love you” to “You make me melt” – and write a personalized message to accompany the flowers and/or gift. Finally, customers enter the recipient’s phone number from their contact list. After confirming the details, they then place the order. Customers can also share their gift link to let recipients know a gift is on the way, as well as track delivery and open the virtual message.

Flower delivery orders can also be placed in advance, DoorDash said. On the checkout page, before clicking “place order”, they select “plan ahead” and choose the date and time for the delivery of the flowers and/or the gift. Deliveries can be scheduled up to 30 days in advance.

To support the flower delivery service, DoorDash will enter 10 customers who order flowers on its platform by the end of Valentine’s Day into a raffle to win free diamond necklaces from the Neil Lane Collection at Kay Jewelers. . DoorDash reported that retail spending for flowers ($2 billion) is second only to jewelry ($4.1 billion) for the Valentine’s Day holiday period.

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