Erica Randerson emphasizes that Edible Brands has evolved by implementing innovative strategies to adapt to customer needs, particularly around pricing, delivery, and customization in ecommerce.
In discussing consumer expectations, Erica noted, "With giants like Walmart and Amazon setting the bar for delivery, our mission is to not only meet but also exceed these standards for our customers."
Erica highlights how the Edible brand has expanded its offerings, moving beyond fruit arrangements to include an array of sweets like cupcakes and cakes, catering to treat-yourself moments.
When it comes to online shopping trends, Erica mentioned, 'Customers increasingly desire options for last-minute and one-hour delivery, which has become a crucial factor for ecommerce businesses to address.'
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