> THE BIG RETHINK That reality has underscored a prin-


ciple the business always has valued: Make every sale count. “We keep remembering that every


order is so important to us, as they always have been,” Loppnow said, adding that the business is hyper focused now on adding those personal touches to every customer interaction. In practice, that means texting order delivery information, including pictures, and being transparent with customers and employees about the new safety and sanitation measures in place to help keep the community safe. Loppnow includes a thank-you note with every bill — “It takes a little extra time, but it’s important to remember who is keeping us in business,” she said — and the team has learned that some customers just need a bit more TLC, and time, right now. “[We try to keep] the customers’


needs in the spotlight,” she explained, adding that a formerly routine pleas- antry (“How are you doing?”) “may turn into a counseling session from florist to customer.” “Sometimes it’s what is needed at


that moment,” she said. “Some of our senior customers get lonely and need the reassurance of a listening ear. Moms need to talk with an adult instead of their kids, and guys always need help picking out flowers. We take the time to really thank people for their orders, and thank those businesses that have stepped up to help us with more orders than usual.” The Loppnows also are purpose-


fully including themselves and staff in communications, including emails with embedded videos of Marty talking about plant and flower trends and care. “We want to be sure people know there are ‘real people’ behind every message,” Loppnow said. (The shop has a long- time history of taking this personalized approach in marketing, too. Read more about some of their past efforts at safnow.org/moreonline.)


And remember… Build on what


you’ve always done best. The Loppnows have also found that some of their most successful initiatives and communi- ty-building partnerships in the past don’t need a complete overhaul. Instead, they just need an update for the crisis. “Instead of presenting to the garden club, we filmed a YouTube video to send to their members,” Loppnow said. “Instead of holding a container garden class, we made up container garden kits with instructions and pictures of us, delivered to their doorsteps.” The feedback has been just as personalized as the out- reach. “We have been given hand-sewn floral masks, donuts, treats and scads of thank-you notes,” Loppnow said. “We try to meet each customer where they are at this time, and everyone is in their own dif- ferent circumstances. It’s truly all about relationships with other people, and the more we are made to distance from each other the more we come together to support one another in new, creative ways.” (Find more advice for creating digital events and hosting workshops from afar at safnow.org/moreonline.)


THE LESSON: Every crisis brings opportunities


THE REINVENTION STRATEGY: Stay agile — and open to new ideas


“We’re putting more of the budget towards online avenues because people are increasingly shopping from home, and that may give us more bang for our buck than ever before.” —Brian Kusuda, Jimmy’s Flowers


The pandemic also has led to some major rethinks at Jimmy’s Flowers, which has three locations in Utah. “The areas of our business that [were] affected the most this spring were corsage and boutonniere work for the several high schools in the area for proms and dances and also the lack of funeral work due to the restrictions of no viewings and large gatherings for funerals, but our everyday bouquet sales have actually been up,” explained Brian Kusuda, a member of SAF’s Retailers Council. “That increase has helped offset some of the losses.”


28 FLORAL MANAGEMENT | July/August 2020 | WWW.SAFNOW.ORG


STRONG MESSAGING The team at Jimmy's Flowers is focused online on streamlining options and pushing messages about the power of flowers.


But the Jimmy’s team knew they


had to come up with some additional strategies to move through the crisis. An advantage they were keen to tap into: consumers’ positive feelings about flowers, particularly in times of stress and uncertainty. “The value that flowers bring happiness and spread cheer com- bined with the fact that we can deliver that product safely for them makes us a great gift option during these challeng- ing times where lots of people are down and struggling,” Kusuda explained. This spring they tapped into some of


that goodwill when they teamed up with several flower farms and other local flo- rists to run print ads in local newspaper promoting flowers. “We really pushed the message that flowers are proven to bring happiness and joy to people and to support their local florists at the same time,” he said. “We listed all the local florists who wanted to participate and saw an incredible response.”


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