Md flash sale post mortem

1. Flash sale results
1Source Amazon Local & Campaign Breakdown. Data for run dates only
0
5000
10000
15000
20000
25000
30000
2013 2014
Voucher Sold
TF Orders
Results
Orders down -61%
Redemption rate down -1%
Year Voucher Orders
2013 27317 24933
2014 10851 9780
YoY -60% -61%
Run dates 5.3-5.9

2. 2
Competitive Analysis: Flower Category
Flash Sale Landscape
Category: Flower Merchants
Amazon Local
17%
Groupon
25%
Living Social
54%
Other
4%
Category/Vendor breakdown
Amazon Local
Groupon
Living Social
Other
Amazon Local share: 17%
data source: living social, amazon local, and FTD estimated based on &
historical trends duration of deal

3. Competitive Analysis: Flower Brands
3
1800flowers
11%
FTD
25%
Other
4%
Proflowers
54%
Teleflora
6%
Category sales by brand
1800flowers
FTD
Other
Proflowers
Teleflora
*data source: living social, amazon local, and FTD estimated based on
& historical trends duration of deal
Competitive Landscape
Flash sale channel
• TF.com is sharing 17% of flower
merchant sales with 1800flowers
• Based on the data TF.com is losing
market share within channel
• TF.com within Amazon Local: 36%
TF.com market share: 7%

4. Competition & Key Challenges
4
Competition
• Competitors capitalized on back to
back Easter & Mother’s Day by
running sales for an entire month
(4/13-5/11)
• 1800flowers & Teleflora ran back to
back promotions with Amazon Local
during the this time.
Key challenges
• Limited opportunity for longer run
dates.
• Sharing revenue potential with
competition
• Deal fatigue attributed to decline as
multiple offers run for longer period
of time

5. 5