How Legacy.com is turning obits into business
Founded in 1998, Legacy.com carries death announcements from more than
1,500 newspaper partners in the U.S. and abroad, including The New York
Times, Los Angeles Times and Dallas Morning News, which pay a fee to
have obits listed. Those death notices attracted 15.9 million U.S.
unique visitors on desktop and mobile in August, a 12 percent increase
year-over-year (comScore).
But it’s also increasingly becoming an e-commerce powerhouse, by
prompting site visitors to send flowers or give to a charity, and taking
a cut of each transaction.
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It used to have affiliate relationships with flower vendors, for
example, pushing consumers who clicked over to a florist’s site to
complete a purchase. Today, Legacy.com still leaves the inventory and
delivery to the local florist but has enabled the consumer to complete
the entire purchase on Legacy.com, where everything from the flower
selections to the checkout process is tailored to the memorial giver.
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