DoorDash kicks off floral delivery

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

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

Floral retail partners now enabling delivery via 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 a partnership expansion for many of grocery and convenience store retailers, with delivery now available for Florals & Gifts by Albertsons and Bloom Cart by Safeway. The nation’s second-largest supermarket operator, Albertsons Cos. last year partnered with DoorDash to provide last-mile delivery from about 2,000 stores.

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

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

To use the flower delivery service, customers open the DoorDash app and click into the new “Flowers” tile at the top to browse available florists and their offerings. They also can type “flowers” into the search bar or click on the “now delivering flowers” carousel on the homepage. If gifting flowers, those placing order need to change the address to the recipient’s location. A gifting tile at the top of the homepage features related products available for delivery, including chocolates, alcohol and retail items.

After selecting their flowers and/or gift, customers at 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 go along with the flowers and/or gift. Finally, customers fill in the recipient’s phone number from their contact list. After confirming the details, they then place the order. Customers also can share their gift link to let recipients know a present is on the way, as well as to track the deliver, and open the virtual message.

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Floral delivery orders, too, can be made in advance, DoorDash said. At the checkout page, before clicking “place order,” they select “schedule ahead” and choose the date and time for delivering the flowers and/or gift. Deliveries can be scheduled up to 30 days in advance. 

In support of the floral delivery service, DoorDash will enter 10 customers who order flowers on its platform between now and the end of Valentine’s Day into a drawing 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.