How FTD Scaled Nash Post Purchase from One Pilot Store to 930+ Florist Brands

“Great Shopify App, easy implementation and a great team to work with at Pier39 AI. The team is accommodating to our requests and we are looking forward to growing this partnership with all the stores within our Shopify Plus org and unlocking incremental revenue and boosting customer retention for our e-commerce platform. We have a complex business model centered around gifting and the team at Pier39 AI is knowledgeable and eager to work with us as much as we are with them. A true business partner!”

Aaron Csorba,
Lead Product Manager, FTD

How This Started

I met Aaron through a platform that connects Shopify merchants with app developers. He had been looking for a post-purchase solution that could work across FTD’s entire network, and Pier39 AI came up as a match. We got on a call, and it was clear within the first twenty minutes that Aaron had done his homework. He asked sharp questions about multi-store architecture and how we handled revenue attribution across brands. I appreciated that.

What I did not expect was how quickly the conversation moved. Within a few weeks, Aaron had brought in a broader group of stakeholders from product, engineering, and partnerships. FTD is a hundred-year-old company running a modern Shopify Plus operation at serious scale, and the internal alignment they achieved to move fast was genuinely impressive.

We went live with their largest store first. That was intentional on both sides. FTD wanted to see real performance data before committing to the wider network, and I wanted to make sure we could handle the volume cleanly. Once the numbers came in and the integration held, they added a few more of their bigger stores. Performance stayed consistent. From there, the plan to expand to the full org was a straightforward decision.

The Part That Did Not Make the Deck

I will be honest: this was one of our earliest experiences managing multiple stores simultaneously under one parent org, and it pushed us technically in ways we had to work through in real time.

Managing a single-store integration is one thing. Managing 919 storefronts with distinct consumer-facing identities, separate payment flows, individual reward redemptions, and a requirement to surface an aggregate view for FTD’s central team is a different problem entirely. We had to rethink how we structured data across stores, how we reconciled rewards across outside payment flows, and how we gave FTD visibility at the org level without losing the local florist context at the store level.

There were moments where we had to go back to the drawing board on the architecture. Aaron and the team were patient and direct about what they needed. That kind of honest feedback loop is what made this work.

The Opportunity

How It Works

After checkout, the consumer receives curated offers from partner brands. These are real discounts, delivered immediately, tied to the purchase occasion. Engagement with those offers then triggers a credit or discount back to the local florist’s FTD Mercury Online storefront, creating a repeat purchase path directly to the shop.

The consumer gets value. The florist gets a returning customer without discounting their own product. FTD gets incremental revenue across the network. Because Pier39 integrates directly with Mercury Online, none of this requires individual florists to do anything. The rollout is centralized, which is the only way something like this works at 930+ stores.