On average, potential shoppers have to "click" or browse through three to four pages or layers before viewing products to purchase. With 1-800-FLOWERS' new streamlined ordering process, shoppers can place an order directly from the company's home page at 1800flowers.com with just one click, eliminating the need to wade through extra screens and long downloads just to reach an order menu.

"Every extra click a potential customer needs to make when ordering reduces the possibility of a purchase," 1-800-FLOWERS Interactive Services Director Donna Iucolano said. "By eliminating the number of clicks and screens necessary in order to see and order products, we expect not only to increase our conversion rate of browsers to shoppers, but also to provide greater convenience and faster service to our busy on-line customers."

While the "one-click" shopping process is the most significant enhancement made to the site in its latest redesign (its fifth in just three years), the rebuilt site also features a new look and feel, a new registration area, an expanded floral reference and how-to area housed within "Fresh Ideas & Info," a retail store locator and information on 1-800-FLOWERS franchising efforts. These expanded areas join several other popular content areas already existing on the site. Additionally, in January 1998, 1-800-FLOWERS plans to introduce other new features to augment the site, including real-time credit card authorization.

Recently named a PC Magazine Top 100 Web Site, 1800flowers.com was developed in collaboration with Fry Multimedia, located in Ann Arbor, Mich., which has been 1-800-FLOWERS strategic Internet development partner for almost three years. The site is powered by Microsoft's Site Server Commerce.

Considered a leader and pioneer since beginning its interactive efforts in 1992, 1-800-FLOWERS recently announced a four-year agreement with America Online that is expected to generate more than $250 million in sales for 1-800-FLOWERS as AOL's exclusive on-line florist. Currently, 10 percent of the 1-800-FLOWERS' annual sales are derived from its interactive efforts, totaling approximately $30 million.

1-800-FLOWERS, headquartered in Westbury, New York, is the world's largest florist with $300 million in sales and more than 2,000 employees. Recognized as a leading integrated marketer, 1-800-FLOWERS is accessible through the company's stores, via the Internet (www.1800flowers.com), America Online (keyword: flowers) and other on-line services, and by calling 1-800-FLOWERS 24 hours a day, 7 days a week. All 1-800-FLOWERS orders are hand-crafted to reflect the sentiments of the sender and are delivered only through the best neighborhood florists worldwide.