In Matt's words, the critical question was not, "How do you go headless?" but rather, "How do you platform?" His perspective underscored the importance of strategic alignment: "Your strategy should dictate your tech stack, not the other way around."
Matt Powell
CTO
In this journey, FTD found its strategic tech partner in Nacelle. Offering a unified API, Nacelle streamlined access to FTD's vast product, collection, and content data, weaving them into a cohesive digital environment. This significant partnership allowed FTD to avoid the complex task of creating an infrastructure within its Progressive Web Application (PWA), thereby simplifying processes and reducing resource needs.
Nacelle's flexibility as a standalone or supplemental composable commerce platform enabled FTD to seamlessly integrate it with other components of its tech stack. By ingesting product and commerce content from Salsify, Contentful, and Shopify, Nacelle allowed FTD to repurpose content effortlessly. The integration with Algolia and React also optimized search results and enriched the user experience by providing customers with accurate, real-time product listing content tailored to their specific needs.
The impact was notable, with FTD seeing immediate gains post-launch with Nacelle. Key metrics like conversion rate, average order value and NPS improved, while site speed and developer efficiency were enhanced. By focusing on value creation and innovation, FTD was able to do more with less.
Looking to the future, FTD aims to expand its offerings and evolve into a multifaceted gifting platform. With the continued partnership with Nacelle, they plan to delve into mobile apps and reinvent in-store experiences, bridging traditional and cutting-edge techniques for an unparalleled gifting experience.
FTD
Pioneering journey from traditional floristry to tech-enabled gifting
