Bice’s Florist is closing its stores and buying up domain names as part of its strategy to drive more customers to its site and boost e-commerce sales.
The Fort Worth, TX-based florist has closed four of its six bricks-and-mortar locations and plans to close a fifth soon and has adopted a domain name acquisition strategy as part of a shift of focus to online retail.

The new business model is working, says Bice’s Florist owner Keith Riewe. By purchasing 35 to 40 domain names such as eflowersite.com, nationalfloraldelivery.com and blossomlink.com, Bice’s has increased traffic by 47% to about 68,000 unique visitors a month. Sales also are up by $1.5 million to about $3.7 million, he adds.

Original article : http://www.internetretailer.com/dailyNews.asp?id=27000