This is the second installment of our talk with Steve Druckman, President of the Midwest Gourmet Food Group at 1-800-FLOWERS.COM, Inc.. For Part I, click here.
How do you decide what works and what doesn’t work in regard to partnerships and how do you manage that effectively?
Different kinds of partnerships: there’s partnerships that help us acquire customers, there are partnerships that help develop products, there are partners that help drive loyalty. So, we have internal teams within the marketing groups and then we have some folks, when I talked about the folks that are across the organization, we have a team of people that are really focused on the partnership side of the world.