RESOURCES TO HELP YOU GROW Read more about the new services the providers interviewed are offering in the wake of the pandemic at
safnow.org/ moreonline.
Try a new feature. Florists almost never have a substantial amount of downtime, so it’s easy to understand why taking time to experi- ment and play around with anything but nuts-and-bolts features is a job you’ve constantly pushed down your to-do list; however, there’s never been a better time to expand your toolkit. “It’s a great time to use some of
the features on florist websites that florists may not [have used in the past], like photo galleries,” said Marc Grzeskowiak, BloomNet’s vice president of technology. “We also suggest starting a blog. This doesn’t have to be long but should include a photo of the cooler or special arrangement. Provide customers with a brief two- three sentence description of the flowers, colors, trends, occasion of the arrangements. Google algorithms are placing more emphasis on this type of content in ranks and it’s a great strategy to consistently add new keywords to the site that are relevant with customers.”
Stay nimble. The standard operating procedures you embraced in January already feel like old news. Guess what? The approaches that worked in April and May could start to feel outdated in July and August. That’s why it’s important to be on top of ana- lytics, receptive to changes in consumer behavior and ready to tweak your model. Early in the pandemic, “less choice
and limited service did not seem to upset customers, but this is likely to change,” said Scott Heaps, the owner of GravityFree. “The quickest adapt- ers will win. For example, when we realized how eager consumers were to send flowers as their preferred gift this Mother’s Day, it became clear shops had an opportunity to expand offer- ings and meet demand for customiza- tion and purchasing style. We created the ability for consumers to purchase
multiple products for delivery to one location so that florists could sell more of their inventory to one customer versus checking out by setting up an order one product at a time. This level of enhanced choice and customization will increase average order value for shops who carefully curate gifts and gourmet selections.”
Keep visuals on brand. The name of the game online: Look good and be strategic. Make sure your site reflects your brand, the designs you want to (and can) sell, and sends a positive message to your customers. (After all, your site could be their first and only impression of your business.) “The shift to online ordering has
been happening for years — this crisis has just accelerated that movement,” said Farbod Shoraka, BloomNation’s co-founder and CEO. “Florists must realize that their new storefront is their website. The biggest mistake is not putting enough energy and attention to your online brand: [Customers often see a] mix of photos with different angles, different backgrounds, different lighting and inconsistent pricing. Online, you are not selling flowers, you are selling an image. Often, florists don’t put enough love into the images they display.”
Flaunt your expertise. This summer is no time to be bashful about just how much your shop can offer, and how well equipped florists are to meet new safety and sanitation requirements. Instead, shout your qual- ifications from the rooftop (or at least Instagram and Facebook). “Florists are in a unique position,
as they are the original ‘no-contact delivery’ business,” said Loranne Atwill, vice president and co-owner of The Flower Shop Network. “Florists can become the go-to retailer for gifts in their local markets. And offering a pickup-only option when delivery ca- pacity is maxed out can allow a florist to keep their online storefront open throughout a holiday or busy time. Florists should focus on email market- ing and social media to connect with customers and position themselves to be the best choice for same-day deliv- ery of gifts and flowers.”
Stand out from the crowd. Revving up feels good after the standstill many experienced in the spring. Show how ready you are to serve existing cus- tomers and to earn the business of new people with offerings that are tailored to consumer needs. “Showcase your design expertise,
stay away from cookie-cutter designs that are susceptible to price erosion and dilution of value by competitors that offer the same product,” said Sundaram Natarajan, CEO of GotFlowers. “If the availability of fresh flowers is unpredict- able, promote a ‘Designer’s Choice’ at multiple price levels and suspend the sale of other designs/products. Offer subscription services to generate repeat business while making it conve- nient for the customer… The new normal for retail florists is to focus more on their delivery business and less on retail and walk-in. Customers are accustomed to the convenience of food delivery ser- vices and are receptive to fees for the right convenience. Expand your delivery hours and stay in frequent communica- tion with your customers.”
Fast-track checkout. No matter how beautiful your work or friendly your staff, if a customer has a bad experience online or grows frus- trated, they aren’t likely to come back. So be on the lookout for pain points and stay open to processes that could be streamlined. “Gifting someone flowers is an emo-
tive experience, but the actual process of purchasing an arrangement is typi- cally twice as long as any other online purchase,” said Joe Vega, co-founder of Lovingly. “The user must know not only their own personal information, but also the recipient’s information in order to complete the transaction. A major head- ache in the checkout process is simply the amount of information required. Most floral websites have over 40 points of decision making, like form fields, checkboxes, radio buttons, information tooltips, and CTA buttons for customers to complete. An efficient website pro- vider will require only half of that.”
Mary Westbrook is the editor in chief of Floral Management.
mwestbrook@safnow.org
The magazine of the Society of American Florists (SAF) 33
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