T3, the Austin-based innovation agency, has been selected by Edible Arrangements to optimize and reimagine the brand’s customer experience across all touch points to support more than 1,200 locations.

Edible is known for its handcrafted fruit arrangements, gourmet chocolate-dipped fruit boxes and wide array of party platters. Edible gifts and treats are made fresh by a Fruit Expert for store pickup or delivery.

T3 will be studying the needs and behaviors of Edible’s customers in their lives and across the brand’s store and digital experiences as well as helping optimize and reimagine those experiences. The agency will be handling customer research and data analysis to see how customers engage with the brand on its website, app, in-store and through social media.

“Edible is known for creating ‘WOW’ moments for our customers and pushing innovation across our products and experiences,” says Jill Thomas, Chief Marketing Officer at Edible. “As we approach our 20th anniversary, we recognize that our guests’ needs are constantly changing and wanted to reimagine what’s next for those customers and the Edible brand.”

T3 President Ben Gaddis explained that Edible’s vision to enhance its customer experience was a perfect match for the agency’s growing food and restaurant practice and its focus on designing useful, customer-first brand experiences.

“From our own experience, we know that the arrival of an Edible arrangement is a big moment, whether it arrives at home or is the centerpiece of a corporate event,” Gaddis adds. “It’s amazing to work with a brand who puts a focus on the word ‘WOW.’ Our job is to translate that into useful experiences that create ‘WOW’ wherever and whenever customers engage with the Edible brand.”