The app was developed by Two Toasters. The app is available for free download in Apple’s App Store and launch markets include New York, San Francisco, Washington, D.C., Chicago and Dallas.

“H.Bloom is focused on delivering products and services that people love, and our new mobile app is a key element of our overall strategy of delivering the finest quality flowers and gifts to consumers and businesses,” said Emily Dubner, director of consumers at H.Bloom.

“We’ve strategically expanded our product categories for sale in the new mobile gifting app, and we anticipate sales of all categories to accelerate as mobile usage increases,” she said.

Mobile gifting
The H.Bloom app offers a curated selection of chocolates, cupcakes, candles and macarons, as well as H.Bloom’s own luxury floral arrangements.

The company has partnered with vendors in each market, including Sprinkles Cupcakes, L’Artisan Macarons, Astro Doughnuts and Niven Morgan.

All gifts are delivered through H.Bloom’s signature hand delivery service, and delivery costs vary based on how soon the gifts need to be delivered.

How it works
When consumers open the app, they must select the city where they would like to send a gift. From there, users can choose their delivery date and finally checkout.

Consumers can browse various categories such as flowers and plants, cupcakes, French macarons, chocolates and candles.

Through the app, consumers can browse various assortments.

After signing up or signing in, consumers can check-out.

“Mobile commerce is clearly picking up steam as consumers enjoy the convenience of shopping and engaging with brands on their smartphones,” Ms. Dubner said.

“We anticipate this trend to continue to accelerate as mobile experiences improve,” she said. “Prior to launching the app, we were already seeing 20 percent of our customers visit via mobile.

“We anticipate this number increasing significantly with the introduction of the H.Bloom Gifts app.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York