New mobile app and loyalty program designed for enhanced gifting experience and marketplace expansion yield impressive early results, signaling a strategic shift towards a more integrated digital ecosystem.
New York, NY – [Insert Date] – Edible Brands, the parent company behind the beloved Edible Arrangements® and other related brands, has unveiled a revitalized digital strategy that is already demonstrating substantial success. The company’s comprehensive relaunch of its mobile application and loyalty program in late April has led to a significant surge in user engagement, increased conversion rates, and a strategic expansion of its product offering, according to Erica Randerson, Chief Digital Officer. This initiative represents a pivotal moment for Edible Brands, underscoring its commitment to modernizing customer interactions and capturing a larger share of the digital gifting market.
The redesigned mobile app, now available on both iOS and Android platforms, has been meticulously crafted with the primary objective of “making gifting easier and more intuitive from discovery to checkout,” as stated in the company’s official announcement. This user-centric approach is evident in the app’s streamlined navigation and enhanced features. Complementing the app’s overhaul, the revamped loyalty program introduces a tiered membership structure, offering distinct benefits and rewards to its most engaged customers. A critical aspect of the transition was ensuring a seamless experience for existing members, with all accumulated points and rewards automatically transferred to the new platform, fostering continuity and customer satisfaction.
The strategic decision to undertake this extensive relaunch was driven by a multifaceted analysis of Edible Brands’ digital footprint. The company aimed to address key areas for improvement, including optimizing the overall digital experience, enhancing customer journey opportunities, and unlocking the potential of new, innovative features. The result is an app that goes beyond traditional e-commerce, offering personalized tools such as birthday reminders and curated gift list functionalities that users can easily share with friends and family, fostering organic engagement and viral marketing potential.
"As you go into the Edible app today, you’re going to be introduced to a lot more products than you would necessarily even on our mobile website or our desktop website," Randerson explained in an exclusive interview with Digital Commerce 360. "We’re really marketplace forward." This strategic pivot signifies a departure from a solely brand-centric model to a more expansive, curated marketplace, integrating not only Edible’s proprietary offerings but also those from carefully selected partners. This approach promises to broaden the appeal of the platform and cater to a wider array of gifting needs and preferences.
Edible Brands’ current standing in the digital retail landscape is notable. The company is ranked No. 182 in the prestigious Top 1000 Database by Digital Commerce 360, a comprehensive market research tool that meticulously tracks and ranks North America’s largest online retailers based on annual e-commerce sales and other key performance indicators. Furthermore, Edible Brands has earned a position at No. 581 in Digital Commerce 360’s emerging AI Rankings, highlighting its proactive adoption of artificial intelligence technologies within its operations, a testament to its forward-thinking approach to digital commerce.
The Relaunch Effect: Quantifiable Growth and Shifting Customer Behavior
The impact of the mobile app and loyalty program relaunch has been swift and significant, exceeding initial expectations. Since its introduction in late April, Edible Brands has witnessed a remarkable 200% increase in mobile app traffic, a clear indicator of the platform’s renewed appeal and improved discoverability. This surge in traffic has translated directly into higher conversion rates, with the app now converting at an impressive rate exceeding 3%.
The success of the app is further underscored by its substantial download figures and new user acquisition. Through the end of August, the Edible Brands app has garnered 160,000 downloads, a testament to its growing popularity. In parallel, the revamped loyalty program has spurred the creation of 25,000 new customer accounts, demonstrating the program’s effectiveness in attracting and retaining engaged users.
Perhaps one of the most encouraging outcomes is the significant return rate of existing customers. More than a third (34%) of Edible Brands’ customers who had transacted digitally since January 2024 have actively returned to shop via the mobile app since the relaunch. This indicates a successful migration of existing clientele to the new digital platform, a crucial step in solidifying the app as a primary channel for customer interaction and purchasing.
"We’ve seen a lot of movement of existing customers that were not app customers convert into app customers, which is also exactly what we were hoping for," Randerson affirmed. "We’re considering it a success so far and are excited to see both the loyalty platform and the overall app experience continue to evolve." This sentiment reflects a confidence in the current trajectory and a forward-looking vision for continuous improvement and innovation.
Analyzing the broader digital revenue landscape for Edible Brands in 2026 reveals a strong mobile-first inclination. A substantial 66% of the company’s website revenue is currently generated by mobile site visitors, with the remaining 34% attributed to desktop users. However, when considering overall revenue streams, desktop still holds a significant share, accounting for 36% of total revenue, while the mobile website contributes 59%. The mobile app, though a newer entrant in terms of revenue generation, is steadily growing, currently contributing 5% of the retailer’s overall revenue.
Interestingly, while the average order value (AOV) remains relatively consistent across all three channels – desktop website, mobile website, and mobile app – it is highest on desktop. This suggests that while mobile channels are driving volume and engagement, desktop users may be opting for higher-value purchases, a dynamic that Edible Brands will likely monitor and strategize around.
Expanding Reach: Innovative Gift Recipient Campaign Yields Tangible Results
Beyond the app and loyalty program, Edible Brands has also been pioneering innovative strategies to expand its customer base and capture new market segments. In late Q1 2025, the company launched a targeted campaign specifically designed to capture the contact information of gift recipients. The overarching goal of this initiative is to foster direct marketing relationships with these individuals, ultimately converting them into loyal Edible Brands customers.
The campaign leverages a simple yet effective mechanism: gift recipients receive a hang tag attached to their gift, featuring a QR code. This QR code directs them to a dedicated landing page where they are invited to share their contact information in exchange for enticing incentives. These incentives include a complimentary Dipper Fruit Cone redeemable at any local Edible store and a special promotional code for online orders.
The early results of this gift recipient campaign have been exceptionally promising. Since its inception, Edible Brands has successfully captured over 175,000 new contact details, a significant influx of potential customers. Furthermore, the campaign has demonstrated a strong conversion rate at the local store level, with nearly 10% of these recipients visiting an Edible store to redeem their free gift. This has resulted in incremental revenue for the franchise system, with an average order value of approximately $62 from these newly acquired customers. While Randerson noted that the AOV of these recipient-turned-customers is about $10 lower than the overall customer average, this is a common trend with initial conversion offers, and the long-term value of acquiring these new leads is substantial.
A Strategic Vision for the Future of Gifting
The comprehensive digital overhaul undertaken by Edible Brands represents a strategic commitment to evolving with the modern consumer and the dynamic e-commerce landscape. By prioritizing a user-friendly mobile app, a rewarding loyalty program, and innovative customer acquisition strategies, the company is not only enhancing its current performance but also laying a robust foundation for sustained growth and market leadership.
The marketplace-forward approach, integrating partner products into the app, signifies a move towards becoming a more comprehensive gifting destination. This diversification of offerings, coupled with personalized features and a seamless user experience, positions Edible Brands to capture a broader audience and cater to a wider spectrum of gifting occasions.
The success of the gift recipient campaign further underscores the company’s ability to identify and capitalize on unique opportunities to expand its customer base. By turning passive recipients into active customers, Edible Brands is building a more resilient and engaged community of brand advocates.
As Edible Brands continues to refine its digital strategies and explore new avenues for innovation, the company appears well-positioned to not only maintain its strong presence in the gifting market but to significantly expand its reach and influence in the years to come. The early data from the app and loyalty program relaunch, combined with the promising results of its targeted marketing campaigns, paint a clear picture of a company strategically navigating the complexities of digital commerce with a keen eye on customer experience and future growth.
About Edible Brands:
Edible Brands is a leading multi-brand company in the gifting industry. Its flagship brand, Edible Arrangements®, is known for its fresh fruit arrangements, chocolate-dipped fruits, and other sweet treats. The company operates through a network of franchise locations and a robust e-commerce platform, serving customers across North America and internationally.
About Digital Commerce 360:
Digital Commerce 360 is a leading provider of e-commerce market intelligence and research. Its Top 1000 Database and AI Rankings provide in-depth analysis of the largest online retailers in North America, offering valuable insights into industry trends, competitive landscapes, and emerging technologies.
