1-800-Flowers.com Inc., an online florist, has launched a Mobile Gift Center right in time for Valentine's Day as part of a continuing push into mobile commerce.

The mobile commerce application is available at the Apple App Store. The application provides iPhone and iPod touch users with access to a variety of the best and most popular 1-800-Flowers.com gift ideas and is ideal for mobile consumers to shop for last-minute Valentine's Day gifts.

"We're giving Valentine's Day an upgrade with our unique mobile app that lets shoppers send their sweetheart roses right from their phone," said Kevin Ranford, director of Web marketing at 1-800-Flowers.com, New York.

"It's quick and easy to use, and new for on-the-go people to send their love," he said. "Shoppers just grab the free 'Send Roses' application at the Apple App store and send 12 red roses for Valentine's Day within minutes."

Last year, 1-800-Flowers.com launched a branded mobile storefront as part of a multichannel strategy to capture business from consumers on the go (see story).

The application is updated daily and provides access to gift ideas including product descriptions and full-color images, exclusive offers and special promotions for frequent customers.

The application was developed by Digby, a mobile commerce platform.

This isn't the first time Digby has developed a mobile commerce platform.

The Godiva Mobile commerce platform was developed in partnership with Digby as well. Godiva's application provides access to Godiva's best-selling products, which are updated daily to keep content fresh.

Like the 1-800-Flowers application, Godiva Mobile is meant to make lives easier for consumers who haven't planned in advance or want to buy chocolates while on the move.

"We know that today's couples live pretty much on the go, so we're making their Valentine's Day as easy as possible," Mr. Ranford said. "Our Valentine's mobile app, available for free at the Apple App store, is a fast and fun way to send Valentine's Roses.

"It puts Valentine's Day shopping right in the palm of your hand," he said.

The 1-800-Flowers mobile gift shop also includes gourmet gifts such as popcorn and specialty treats from The Popcorn Factory, cookies and baked gifts from Cheryl&Co, chocolates and confections from Fannie May and gourmet foods from Greatfood.com.

1-800-Flowers launched the application right at the beginning of the peak Valentine's sales period, so it's top of mind for Apple App store users.

The florist is also including promotions to its existing mobile-savvy shopper base via its Web site and an email campaign.

"On-the-go shoppers need a fast and easy shopping experience - we've streamlined the process for the Valentine's holiday and developed a new way to send Valentine's roses while on the go," Mr. Ranford said.

"Mobile commerce is just getting going and significant growth lies ahead," he said. "1-800-Flowers is positioned for success in the mobile channel, with robust offerings from both app and WAP."