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SOUTH FLORIDA COMPANY OFFERS INNOVATIVE NEW SERVICE

 SOUTH FLORIDA COMPANY OFFERS INNOVATIVE NEW SERVICE
 MIAMI, Nov. 7 /PRNewswire/ -- Flowers Direct, a south Florida-based


floral gift-giving company will become the first in the floral industry to use a new, easy method for sending long-distance gifts. Using InfoWorx, a new service offered by AT&T, Flowers Direct of Boca Raton will connect consumers directly with the florist filling the order.
 Flowers Direct offers consumers personalized attention, unlike traditional floral ordering services which direct callers to an answering center or to a local florist who then contacts the out-of-town florist.
 "By eliminating the middleman, this system will give more flower value to the consumer," said Flowers Direct founder Donn Flipse. "The florists benefit because they will be able to sell what they have fresh, and they can communicate directly to the person making the order."
 The automated service makes it possible to link the caller to the florist closest to the person receiving the flowers.
 Using AT&T technology called AT&T InfoWorx, a sender calls Flowers Direct at 800-621-2121. A voice then tells the caller, "Enter the five digit zip code of the party you wish to send a floral gift." Once the zip code is entered, the call will be automatically routed to the Flowers Direct member florist closest to the recipient. The caller then talks directly to the florist in that local area and places the order.
 InfoWorx gives customers all the features of an automated voice response system within the AT&T network. InfoWorx customers, such as Flowers Direct, pay for only the amount of service they use, saving the cost of buying and maintaining their own voice-response equipment.
 "Flowers Direct's application of this new service represents how AT&T technology puts consumers in control of their buying decisions," said C.R. Fairbank, AT&T general manager in South Florida. "InfoWorx works for both companies and consumers."
 The new service for Flowers Direct will also save customers from worrying about their order. Research shows that 45 percent of consumers are uncertain whether their long-distance orders arrive as requested. Flowers Direct will give those customers peace of mind.
 -0- 11/7/91
 /CONTACT: Barry Johnson of AT&T, 305-662-6410; or Stephanie Berg of Sheila King Public Relations, Inc., 312-644-5800, for Flowers Direct/ CO: AT&T; Flowers Direct ST: Florida IN: SU: PDT JJ-AW -- FL011 -- 2279 11/07/91 13:51 EST
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Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 7, 1991
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