Growth BY AMANDA JEDLINSKY THIRD-PARTY DELIVERY QUESTIONS ANSWERED
> There are a lot of compelling reasons florists are using third-party delivery services — especially during busy hol- idays. Outsourcing delivery can save a business on payroll, gas, insurance and other overhead expenses; eliminate the need to find seasonal drivers, expand de- livery area and hours; and in some cases, provide better customer service with tracking and photos on delivery. But even so, outsourcing this service
can seem risky. What happens if the recipient isn’t home? Can you trust these drivers to represent your brand? Questions abound. At SAF Phoenix 2023, the Society of American Florists’ annual convention in September, florists who use delivery services answered the most pressing questions about how they make it work.
What costs are incurred when you use a service? Is it per delivery? “It’s pretty risk free,” said Jen Barnard, AAF, co-owner of Tillie’s Flower Shop in Wichita, Kansas, and a member of SAF’s board of directors. There is no setup fee with Roadie or DoorDash. DoorDash takes 20% of the sale, so many shops build that into their prices. “Most con- sumers are expecting to pay more on DoorDash, so they are paying 20% more for a product on our DoorDash platform and they’re getting that instant delivery in return,” Barnard said. Roadie charges per delivery.
What if no one shows up to take the delivery? One sure way to make sure drivers show up is to treat them well, because they will rate your business as a way of letting other drivers know whether they should do business with you. “So if your product is always ready when they come in and pick it up, they’re more tempted to give you a higher rating,” said Barnard. Another way to sweeten the deal is to reward them with tips, food, or even flowers. Cactus Flower, a florist in Scottsdale, Arizona, makes sure to give drivers a rose when they pick up the last delivery of the day, said co-owner Kristina Luoma-Dyrr. “They actually go
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out of their way to pick up to get that rose,” she said. Her advice? “Don’t treat them as contractors, treat them as part of your family of people who are trying to help you with your business.”
What if no one is home to take the delivery? Barnard recommends thinking like restaurants — which heavily rely on delivery services. “The people that are ordering, they know it’s either coming to their house or it’s going to someplace where they know that [the recipient] is home,” she said. “So we never have any not home issues.” Others advised to communicate with drivers about what to do if a recipient isn’t home. In some cases it might be okay to leave the flowers. In other situations, they are instructed to bring the arrangement back to the shop. “You’ve got to look at all your deliveries as a whole, as opposed to that one [that gets returned], because yes, you’re going to lose money on that one,” Luoma-Dyrr said.
How can you trust your brand with a third party? Florists should be smart about the types of arrangements they offer on DoorDash or will send through Roadie. For instance, a customer who spent $300 on an arrangement deserves to receive delivery from a shop driver who is dressed professionally, whereas a $25 wrapped bouquet is more appropriate for outsourced delivery, Barnard said. She will also not send anything that’s out of water with a third-party driver. On the plus side, delivery services can sometimes offer better customer service in terms of tracking and delivery notifi- cations.
Amanda Jedlinsky is the senior content strategist for the Society of American Florists and editor in chief of Floral Management.
FLORAL MANAGEMENT | November/December 2023 |
WWW.SAFNOW.ORG
SHUTTERSTOCK/NEW AFRICA
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