The Benchmark - April 2016

The Benchmark

APRIL 2016

Quality program to Bloom in 2016 FTD is excited to build upon our alreadysuccessful Quality Services Representative (QSR) Program in 2016. Introduced in 2015 and led by dedicated FTD floral experts, this program allows members to access shop-level performance reporting as well as programs and services designed to help member florists optimize their fulfillment opportunities.

Now is the time to reach out to the QSR team to learn more about the services we provide at no additional cost, including oneon-one quality reviews, ZIP code optimization (learn more on page 3 of this issue), FTD program and policy coaching, industry best practices coaching, order economics and profitability information, holiday readiness pointers and substitution guidance. The QSR team can also review available quality tools with you, such as: • • • • •

florist Scorecard product recipe catalog test order management System refresher training tool ftD university

Additionally, we have a number of resources in development, including a Florist Mapping Tool and Product Recipe Calculator!

Participating members have already achieved success in reducing Delayed Response Program (DRP) charges, non-deliveries and customer refunds. They have increased ontime deliveries, net profits, order fulfillment and overall customer satisfaction. To learn how this program can benefit you, reach out to us now at QSR@FTDi.com.

Setting the Standard for Quality Excellence

Visit FTDi.com/Quality to review all FTD Quality Programs.

in tHiS iSSue: • understanding Second choice messaging the ftD® timeless elegance™ Bouquet (16-M3p)

• Maximize Your Mother’s Day Resources • Right-Size Your ZIP Codes • mother’s Day checklist

Understanding Second Choice Messaging When customers place an order with FTD, they expect that the flowers that are delivered will look like what was ordered. To avoid disappointing customers and guarantee order integrity, second choice messaging is included with all FTD.com orders.

SIMILAR CONTAINER/SIMILAR FLOWERS

Example

Similar container, similar flowers Typically applies to:

Non-codified FSG arrangements While florists have a little flexibility with these orders, you should put yourself in the customer’s shoes and not take too many liberties.

• S imilar container: If a clear vase is shown, another similar clear vase should be used.

If a basket is shown, another basket (in the same color, if possible) should be used.

• S imilar flowers: The most important thing to remember is color harmony.

The flowers that are used need to be the same value, shape, size and color and maintain the original look and feel of the arrangement.

Substitutions may be made as long as they are in line with the substitution policy.

However, second choice messaging varies from order to order. Depending on the order type, you will most often see one of three messages: “similar container, similar flowers,” “same container, similar flowers” or “none.”

Below, we break down what these messages mean and when you are most likely to see them.

Same CONTAINER/SIMILAR FLOWERS

Example

NONE

Example

Same container, similar flowers Typically applies to:

NONE (no substitutions) Typically applies to:

FTD codified FSG arrangements

High-end designs, wedding and sympathy work

Very little flexibility is available when filling these orders.

For these arrangements, no substitutions (container or flowers) • Same container: This message means exactly what it are allowed. There will be no secondsays—no substitutions, no exceptions. choice arrangement and the message will just say “none.” If you receive one of In many cases, the consumer these orders and are unable to fill it to chose this design for the container recipe, you must reject the order. or the complete design. These arrangements are also typically occasion-specific (Mother’s Day, Valentine’s Day, birthdays, etc.).

• S imilar flowers: As mentioned before, the most important thing to remember here is color harmony. The flowers that are used need to be the same value, shape, size and color and maintain the original look and feel of the arrangement. Substitutions may be made as long as they are in line with the substitution policy.

To review the FTD Substitution Policy, please refer to the Floral Selections Workbook, the Product Recipe Catalog or ftdi.com/Quality/substitution.htm.

maXimiZe

your Mother’s Day Resources

Do you take advantage of all of the free resources available to you every major holiday from FTD?

At FTDi.com/MothersDay, you’ll find: • Recipes for the projected 2016 Mother’s Day best sellers • Substitution guidance • Best seller cheat sheets and SRPs • Codified product cheat sheets and SRPs • Customer care and handling brochure additionally, you’ll also find a Mother’s Day planning guide, local marketing resources and a social media kit!

Right-Size your Zip Codes With Mother’s Day right around the corner, now is the time to review your Zip codes and right-size your delivery footprint. With this in order, you’ll be positioned for success, both during the holidays and every day. optimizing your Zip codes can also help reduce your cost of delivery and ensure that you are set to properly receive orders within your delivery coverage area.

To get started, take a close look at your Zip code coverage. For a Zip code review, contact QSR@ftdi.com. are the codes current and correct? Does it make sense to deliver to all of them when you consider your delivery cost model? Scrutinize the codes and consider removing any that promote failures, late delivery or DRp. When you are happy with your Zip code list, apply a cutoff time (11 a.m. or 2 p.m.) to each code. once you right-size your Zip codes, you’ll be able to deliver a fresh product to your customers in a timely manner, helping to promote satisfaction. you’ll also ensure that you’re not losing revenue by spending time delivering to locations that are too far from your shop.

During the week leading up to Mother’s Day, or any busy holiday, you might find it helpful to temporarily reduce your delivery footprint. For example, during the lead-up to Mother’s Day, you could deliver to all of your Zip codes and then shrink your footprint closer to the holiday. if you need additional help, your FTD Quality Services Representative can provide a performance review that evaluates your Zip codes and cutoff times. email us at QSR@ftdi.com to get started.

To update Zip codes, send a GeN to 90-0075aa or email distributiongroup@ftdi.com.

Contact the distribution group if you need to: 1 2 3 4

Block Zip codes Notify FTD.com that you are sold out of product Sign up for Sunday Codification alert FTD that you are not able to take any more orders

Remember, don’t use a GeN to communicate any specific order information. instead, use an aSK, Reject or appropriate message type for the order. if you reject an order because you are out of the specific product, specify that in in the ReJ message.

if you need help evaluating your ZiP codes, please contact the QSR team at QSR@ftdi.com.

mother’s day checklist

ARE YOU PREPARED FOR A SUCCESSFUL MOTHER’S DAY? DELIVERY Ensure that your delivery vehicles are up-to-date with service and in good running order.

Develop a back-up plan in case you need more delivery vehicles, drivers or supplies (go to FTDi.com/PDP for resources).

Equip your drivers with as many delivery aids as possible, including maps, mobile phones and GPS available through FTD Mercury.

Call FTD Technology Sales at 800.767.3222.

Train your staff on the importance of sending a Delivery Confirmation. FTD has a variety of tools, including FTD Mercury Mobile, to help you submit a timely delivery confirmation. Visit FTDi.com/MercuryTechnology for more details.

EDUCATION Check out FTDUniversity.com for FREE businessbuilding two-minute how-to videos and webinars such as “Preparing for a Successful Holiday Season” and “Prepare for a Stress-Free Holiday.”

INVENTORY Review the recipes for FTD’s projected Top 15 Mother’s Day bouquets (and other high-velocity Floral Selections Guide items) and then order your fresh flowers from the FTD Flower Exchange by calling 800.767.4000.

Remember, you won’t receive orders if you’re not codified!

You can purchase codified containers and everyday shop supplies by calling FTD® Marketplace™ at 800.767.4000.

MERCURY TECHNOLOGY Take a moment to review internal processes for accepting/rejecting an order and sending a delivery confirmation at FTDi.com/Quality.

Make sure your employees know how to suspend the FTD Mercury system at FTDi.com/MercuryTechnology/Suspend.htm to stop receiving orders that you are unable to fill.

ORDER MANAGEMENT Let FTD know how many orders you can fill this Mother’s Day by logging on to the Holiday Order Capacity Tool in Florist Link; more information is available at Floristwiki.FTDi.com.

The FTD® Loving Thoughts® Bouquet (16-M1d)

To access Mother’s Day tools and resources from FTD, please visit

The FTD® Radiant™ Bouquet FTDi.com/mothersday.

15-M6d

For more tools and resources for a successful Mother’s Day, visit FTDi.com/MothersDay.

Quality Department Contact Information 800.788.9000 | QSR@FTDi.com | FTDi.com/Quality facebook.com/MercuryNetwork

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