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Flowers are a highly perishable product. Most pass their useful commercial life within hours. Therefore, ensuring timely arrangement, packaging, and delivery is of utmost importance for the survival of any florist, let alone one that operates on the Web. 1800Flowers.com, Inc. is the oldest online florist. Jim McCann opened a single flower shop on Long Island in 1976. In 1986, he acquired the telephone number 1-800-356-9377, which allowed him to advertise the company as 1-800-FLOWERS. He registered it as a trademark. In 1995, he acquired the domain name 1-800-FLOWERS.COM, registered it, too, as a trademark, and opened a Web site. From its flowers-only beginning, the company expanded into plants, gourmet foods, candies, gift baskets, and other unique gifts, all offered at the Web site. . The Web site is built to accommodate the typical surges in the weeks of Valentine’s Day and Mother’s Day. On Valentine’s Day and the 48 hours before the day, the number of transactions increases to 10 times the normal number.Each of the three physical locations maintained by AT&T hosts several servers. Starting in January, the IT staff takes each hosting facility offline for a few days and tests it. The staff simulates a transaction load similar to what it expects on its busiest day, Valentine’s Day, and fixes any problems that emerge. This attention to detail and corporate discipline may be the reason for the company’s success. From a single store in 1976, it has grown to a combination of brickand- mortar and Web-based business with revenue of close to $800 million. Chris McCann, the company’s president, says that the Web section of the business is the company’s most profitable not only because it eliminates the use of telephones, but also because it is easier to market to Web customers, and these customers are typically easy to turn into repeat

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