Exotic Flowers in Boston

The floral industry's big four will soon become the big three. In October, 2014 FTD will merge with ProFlowers. What will this mean for the floral industry and what will it mean for florists ?

As a florist in Boston, my biggest  hope would be more national advertising to create awareness for the entire floral industry. While the floral industry relies upon occasion based giving, it would be great if FTD ramped up their advertising to make certain that flowers should be at the top of any gift giving list.

ProFlowers was always limited in its ability to tout same day delivery. Same delivery is one of Exotic Flowers in Boston's greatest assets. FTD's network of thousands of local florists should strengthen ProFlowers value.  It is interesting to note that FTD launched a hand tied European bouquet collection previous to this announcement. ProFlowers was built on assembly required bouquets. At Exotic Flowers, 'batteries' are included and we do not feel that your floral gift should have to be assembled.

The gorilla in the room just got stronger. The question remains, how will FTD convince its members like Exotic Flowers in Boston that this merger will benefit a local Boston florist ?

Exotic Flowers in Boston is a long standing member of The Society of American Florists (SAF). Every week, SAF offers sales advice to those in the floral industry via their Sales Wake Up email on Saturdays. This week, Exotic Flowers is honored to be featured by writer Katie Hendrick.

Five Focus Points for Success

by Katie Hendrick
Ever wish you had a report card to measure the impression your shop makes? Consider this blog post the cheat sheet you’ve been craving. It comes courtesy of Rick Canale, owner of Exotic Flowers, the 2008 Floral Management Marketer of the Year winner.  

Here are a few highlights he insists his staff executes:

• A thorough customer experience: email confirmations for orders and delivery, logoed polo shirts, logoed vans, “please” and “thank you” in every conversation, courtesy phone calls, personal handwritten notes
• An emphasis on special occasions: employees should teach customers that flowers make all occasions more special — not just Mother’s Day, Valentine’s Day and anniversaries
• Upscale packaging: tissue, gift boxes and ribbon improves presentation immensely
• A dynamic storefront: the shop strives to have something exceptional to create buzz, be it new or exclusive variety of flowers in the window or a celebrity arranging flowers (Baywatch star Traci Bingham helped out during Valentine’s Day 2013)
• A strong social life: the shop regularly updates its blog, Facebook page and Twitter account with three objectives: entertain, educate and engage. Equally important is what happens when employees leave the store. Running errands in a logoed shirt and a logoed van is outstanding advertising.

 As florists in Boston, we are facing a fast changing economy. If the gift business is a pie, a florist's slice gets skinnier every day. We are getting bombarded by the supermarkets, the internet and the box stores. The consumer gets savvier and more demanding every day. What can every florist do to recapture market share ? Here are five tips from Exotic Flowers in Boston that have brought us increases in sales since the economy changed in 2007.

1. Customer Experience - Email order confirmations, delivery confirmations, how your staff dresses; are your vans lettered ? How is your staff treating the client. As professional florists, we must look and act like professionals. How many times a day are you saying 'please' and 'thank you,' - not enough. Are you reaching out to clients with courtesy phone calls and personal hand written notes ?
2. Special Occasions -  Florists are in an occasion based gift giving business. Our average male clients gets flowers three times per year;Mother's Day, Valentine's Day and his anniversary.  If we can get that person to buy just one more time for Christmas, Thanksgiving, or a birthday then we can increase sales by double digits.
3. Packaging -   How are your flower arrangements and bouquets presented? Hopefully you are treating every purchase as a gift.  Tissue, gift boxes, and ribbon are all small extras that can set your florist a world apart from FTD and Costco. Take a look at J Crew, they even provide gift bags for gift cards. Are you making the gift wrapping a show ? Think of the man who shines shoes, that snap of the towel is purely show and does nothing to shine a shoe.  
4. Storefront -  do you have a dynamic storefront ? Do clients feel welcome ? Are you a member of the community ? Do you offer new varieties of flowers to create interest ? Are you enticing a return visit with your service and product ? Forget the coupons. Clients that are loyal on price are not loyal for long. Create buzz and offer the unexpected. On Valentine's Day 2013, we had former Baywatch star Traci Bingham at the store helping clients. Customers are still talking about it six months later. 
5. Social Media - take some time and engage your clients on line. Blog to entertain and educate. Share digital images regulary. Join the conversation online. Most importantly, leave the store. Go to the bank. Be seen transacting business in your community and do not be shy about driving your lettered company vehicle. It is some of the best advertising you can do.

The Northeast Floral Expo remains my favorite regional floral industry show. Although I have not attended in a few years, I jumped at the chance to attend the 2013 show. The 2013 show took place at the Marriott Mystic Hotel in Groton, Connecticut. When given the opportunity to go to Mystic, I jump at the chance to combine business and pleasure. 

I always try to bring my family along for these trips. Being a florist, means long hours and six to seven day work weeks. My boys love room service, indoor pools and spending time together. Only about one hundred minutes from home, this trip made sense. Besides, our family loves the Mystic Aquarium. 

We set on our destination in the midst of a snowstorm on Friday, March 8th. While Boston was buried in over a foot of snow, it was a delight to 'get out of Dodge,'. After picking up my son at school, we were on our way at 345pm. Traffic was a bit light considering the elements. About a half hour from home, I realized I forgot my own bag. No socks, no undies, no pants or shirts; so what did I do ? I could have turned around and basically wasted more than ninety minutes. I pulled into an Old Navy and spent over $150 for new clothes. 

The show included a bounty of floral stars including Michael Derouin, Ann Jordan, Jay Schwanke, and Mandy Majerik. Floral industry leaders like Teleflora, FTD, John Henry and Delaware Valley all represented and contributed. For florists, this show is a must attend event. From business seminars, hands-on floral design workshops to networking, I came away with some fresh ideas to keep Exotic Flowers as a leading florist in Boston. 

  I attended the seminar by Barry Gottlieb, where he reinforced the importance of exceeding, astonishing and delighting our customers. At Exotic Flowers, we are making a written effort to make every client experience memorable. In the next few days, we will be unveiling the Exotic Flowers branded ribbon. Every flower package and gift bag that leaves our store will have increased added value with this new ribbon.

Some highlights of my visit to the show inlcuded meeting Flower Network guru Ryan Freeman, catching up with John Henry service rep Janie Jackson, chatting up Delaware Valley Floral icon Doug Carey, facetime with Connecticut floral legend Bob Heffernan and talking baseball with FTD's Jim Weedon and Dave Galvin. I was also able to bask in Laurie Lemek's best in show display booth for Delaware Valley Wholesale. See photo below. 

Of course, no Canale trip is complete without some great eats and cool shops. We were able to explore some cool independent toy stores in Mystic and had a couple of good meals at Mystric Diner and The Steak Loft.