AUGUST 2017
MERCURY MESSENGER WIN THE EVENT EXPERIENCE OF A LIFETIME PG. 3
BE THE NEXT FLORAL CHAMPION PG. 4
RICH MAR FLORIST HONORED FOR EXCELLENCE PG. 5
Randy Wooten AIFD FTD Florist since 2003 Delorice's Florist, Douglas, GA
WHAT'S NEW
Letter from Tom
DELIVER A GIFT THAT WOWS Do you want to drive demand for flowers as a unique gift to increase sales? Do you want to differentiate your flower shop by creating a “wow” experience for the recipient? If you answered yes to either question, you need to take advantage of FTD’s new Premium Presentation packaging. Purchasing the packaging kit from FTD Marketplace will codify your flower shop to receive orders for 22 arrangements designed in an 8" glass rose vase, as well as three handtied and three presentation bouquets.
Hello FTD Florists! I hope you’re all enjoying the summer and are spending time on initiatives that will grow your business. This issue of the Mercury Messenger is packed with product and resource news to help you reach your goals. Beautiful bouquets in FTD Premium Presentation packaging will soon be making their way into customers’ hands. We’re excited to offer this unique gifting experience that will help differentiate your designs, create repeat floral buyers and potentially drive more orders to your shop. I encourage you to think of these materials as the beautiful gift wrap on your designs. If you haven’t already, please reach out immediately to the FTD Marketplace team to codify for these bouquets. Please take a moment to enjoy the Member Florist accomplishments. From milestone anniversaries to exciting business achievements, the florists comprising the Mercury Network have a lot to celebrate. We applaud your dedication to your craft and delighting each and every customer. Have you downloaded the Mercury Mobile app yet? If not, you’re missing out on a major opportunity to improve customer satisfaction. We know that consumers are more satisfied when they’re notified that their gift has been successfully delivered. The app, for Mercury Point of Sale users, allows you to provide real-time delivery confirmations, which are essential in today’s always-connected world. The app is completely free and available in both the App Store and Google Play. Do you want more business? We’re excited to launch the FTD Florist Scorecard. This tool gives you valuable insight into your opportunities to receive FTD.com orders by maximizing your eligibility and monitoring and improving your quality and refusal ratings. You’ll also see how your scores compare to other florists in your market. This exclusive tool is yet another resource that FTD provides to help you achieve your business goals. Thank you for your business and support. We continue to work hard and offer you ideas and programs to take your business further!
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Executive Vice President Florist Division
Starting in August, it will be required that several everyday arrangements available on FTD.com are delivered with the FTD Premium Presentation packaging. The arrangements include bestsellers such as the FTD® Sweet Surprises® and FTD® Precious Heart™ bouquets. Codification is required to receive orders for these products going forward, so it is important that you participate in the program. Contact your FTD Marketplace Representative at 800.767.4000 for additional details.
NOW ARRIVING
FSG UPDATE AND NEW MARKETING TOOLS An exciting delivery from FTD will pop up in your shop this month. Be on the lookout for a carton containing the following: 4 An updated Exclusives insert for your existing Floral Selections Guide 4 Artfully designed posters featuring FTD Fall & Winter 2 017 bouquets 4 Our popular workroom calendar All FTD Member Florists receive the FSG update as a benefit of membership. Please do not reject shipment. Questions? Contact FTD Member Services at 800.788.9000. Andrea Ancel FTD Lead Floral Designer
FALL IS BLOOMING ON FTD.COM FTD’s exclusive fall designs will launch on FTD.com on August 24. When crafting these bouquets, FTD Lead Floral Designer Andrea Ancel said that she tried to “capture the warmth and beauty of the season — essentially bringing the outdoors in.” The collection contains nine new bouquets sure to delight your customers throughout the season.
ORDER NOW
Contact your FTD Marketplace Representative at 800.767.4000.
TAKE YOUR BUSINESS FURTHER
BE THE NEXT FLORAL CHAMPION FTD is hosting a national floral design competition to select the United States’ representative for the 2019 FTD-Interflora-Fleurop World Cup Design Competition. The FTD America’s Cup will be held June 30-July 4 at the 2018 AIFD National Symposium in Washington, D.C., and is open to active FTD Member Florists with previous design competition experience. The winner of the competition will represent the United States and FTD at the 2019 World Cup Design Competition in Philadelphia in March of 2019.
To learn more and apply, please visit www.FTDi.com/FTDAmericasCup.
EXCLUSIVE HOW-TO VIDEOS NOW AVAILABLE
Check out the Mercury Network YouTube channel for eight new how-to design videos on topics ranging from the gift-differentiating of FTD Premium Presentation materials to creating a handtied bouquet. Featuring FTD Lead Floral Designer Andrea Ancel, they’re perfect for training new employees, fine-tuning your design skills or mastering a new technique. While you're on our YouTube page, be sure to browse our complete library of videos, including educational webinars and short videos from the FTD Education team packed with design, merchandising and business-building tips.
TECH TALK TIP: OFFER REAL-TIME DELIVERY CONFIRMATIONS Today’s connected consumers expect real-time delivery confirmations — and you can provide them with the FTD Mercury Mobile app. Deliveries can be confirmed while your driver is still on the route, and recipients can sign for deliveries right on the driver’s phone, eliminating the need for delivery logs. Your shop can even save time and money by reducing costs related to delivery confirmation requests. Best of all, the app is completely FREE to download and use. It’s available in both the App Store and on Google Play. Boost efficiency and add value to your business. The entire collection of videos can be viewed online at www.YouTube.com/FTDMercuryNetwork.
DOWNLOAD TODAY FROM THE APP STORE OR GOOGLE PLAY
To order the collection, contact your FTD® Marketplace™ Representative at 800.767.4000.
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FLORIST SPOTLIGHT FTD congratulates longtime member Rich Mar Florist on receiving the 2017 Lehigh Valley Chamber of Commerce Excellence in Business award for Best Business Under 25 Employees. In addition to this honor, Rich Mar is also an FTD Top 250 Partner. How have they maintained their upward trajectory for more than half a century? We asked Jonathan Morrissey, Rich Mar’s vice president, to share his family’s story. LOCAL SPORTING INVOLVEMENT Rich Mar is in the unique position of having affiliates of two professional sports teams in its community. The Lehigh Valley IronPigs (the AAA affiliate of the Philadelphia Phillies) and the Lehigh Valley Phantoms (the minor league affiliate of the Philadelphia Flyers) both call the area home. Rich Mar is involved with both teams’ charities and has gained new corporate customers through working with fellow sponsors. This dedication to the community meant that Rich Mar had no difficulty securing the requested letters of recommendation for the Excellence in Business award they won. FTD, a local news station, the IronPigs and the Phantoms all happily provided letters supporting Rich Mar. The Rich Mar team at the Excellence in Business award presentation. Left to right are Mary Weaver, Richard Morrissey, Judy Morrissey, Darcie Garcia AIFD, Melissa Morissey and Jonathan Morissey.
A FAMILY TRADITION Rich Mar Florist first opened its doors in 1955 in the basement of a townhouse in Allentown, Pennsylvania. The business was founded by Richard Morrissey; his wife, Dolores; and his parents, Frieda and Vincent. In the 1970s, Richard’s son, also named Richard, joined the business and became the head designer and manager of the store. He currently serves as president of the organization. Richard Jr.’s son, Jonathan, joined the business after receiving his business degree from King’s College in Wilkes-Barre, Pennsylvania. While it wasn’t always a given that he would join the business, “I found that I really enjoy it,” Jonathan said. COMMUNITY IS KEY According to Jonathan, Rich Mar’s dedication to the community is a major reason the business continues to thrive 62 years after first opening its doors. “No matter where you live, you have to be involved in your community,” he said. “You need to leave things better than you found them.” Rich Mar is actively involved with the NASCAR Foundation, United Way, American Heart Association, Muscular Dystrophy Association and Lehigh Valley Chamber of Commerce, among others. “We’ll go out and do live designing in the community,” Jonathan said. “We don’t accept payment for it. Instead, we tell organizations to put it back in their scholarship funds.” Giving back to the community in this way is also a passion of Jonathan’s father. Additionally, Jonathan and his wife, Melissa, have set up a scholarship for business students at King’s College, their alma mater.
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STAYING ON THE CUTTING EDGE Rich Mar Florist isn’t resting on its laurels. The shop’s head designer, Darcie Garcia, is AIFD certified. The shop employees regularly attend design shows, study industry magazines and newsletters, scroll through Pinterest and tune in to HGTV shows to stay on top of current trends. “We’re adapting with the times but still using old-school business practices,” Jonathan said. “People still have relationships with our ownership.” LOOKING TO THE FUTURE Jonathan’s vision is for Rich Mar to become one of the largest retail flower shops in Pennsylvania. He has an eye to combining Rich Mar’s two retail locations and large warehouse into one large facility in the coming years. “Our brand name has never had a higher value than it does now,” he said. “We have people finding us, rather than us trying to find customers. It’s been a long time coming. People believe in the brand.”
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We have people finding us, rather than us trying to find customers. It’s been a long time coming. People believe in the brand. JONATHAN MORRISSEY
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CELEBRATING
FTD MEMBER FLORISTS
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A. FTD Senior Vice President, Grocery and Fresh Flowers Jim Marshall (right) presents Marnee Barger (left) and Michelle Anderson (center) of Dierbergs Markets in Creve Coeur, MO, with their Top 100 Member plaque. B. FTD Regional Vice President – National Accounts Ed Cronin (right) and Chief Marketing Officer Jeff Severts (left) present Bruce Cohen (center) of Bonnie Flower Shop, Inc. in Chicago, IL, with his Top 500 Member plaque. C. Kim Ogle of Cullop-Jennings Florist in Collinsville, IL, designs a bouquet during FTD Boot Camp in Downers Grove, IL. D. FTD Florist Executive Vice President Tom Moeller (left) and Regional Vice President Jim Weedon (right) present Bob Yedowitz of Emil Yedowitz Florist in Yonkers, NY, with his shop's 75-Year Anniversary and Top 100 Partner plaques. E. FTD Technical Specialist Gabriel Ibarra (center) spent the Mother’s Day weekend with the team at Billy Heroman’s Flowers and Gifts in Baton Rouge, LA. Gabriel was on hand to assist wherever he was needed, including helping the shop master the FTD Mercury Point of Sale delivery module. F. Betty and Clarence Wilde of Eagle Grove Greenhouse in Eagle Grove, IA, celebrate their shop's 100th anniversary.
IT'S NOT TOO LATE TO REGISTER FOR BOOT CAMP! There is still time to register for our top-rated FTD Boot Camp taking place from October 2-4. FTD Boot Camp offers Member Florists the opportunity to sharpen both their business and design skills and learn how to attract more local business. Learn more and register today at FTDi.com/FTDUniversity.
EXCLUSIVE: Mention code NEWSLETTER when you register for a special reduced price of $599! That’s a $100 discount.
WIN THE EVENT EXPERIENCE OF A LIFETIME One lucky FTD Florist will win a floral event design experience like no other in the FTD Intern with Ian Contest. If you have dreams of elevating your event and wedding business, enter for your chance to win a weekend of working side-by-side with Ian Prosser AIFD, one of the biggest names in the industry, as he brings his vision for a high-end wedding to life. Ian has been wowing the floral industry for more than 40 years. His stunning creations and creativity have elevated him to worldwide renown in the floral industry and helped him assemble a client roster that includes Tom Cruise, Katie Holmes, Queen Elizabeth and Presidents Bill Clinton and George W. Bush. To enter, visit www.FTDi.com/InternWithIan. All entries must be received by August 31, 2017.
To view albums of winning entries and event photos, please visit Facebook.com/MercuryNetwork.
QUALITY CORNER
GIVE YOUR BUSINESS A CHECKUP WITH THE FLORIST SCORECARD FTD is committed to giving you the tools you need to succeed. The FTD Florist Scorecard, one of a variety of quality resources available on FTDi.com, allows FTD Member Florists to review and optimize their business operations when receiving and filling FTD.com orders. The Florist Scorecard will allow you to monitor your quality and refusal ratings, both of which impact a shop’s opportunity to receive FTD.com orders as defined by the FTD Path to Orders. It also gives you a benchmark to view your performance compared to other flower shops in your market. The scorecard is updated monthly and contains valuable data to help you guide business decisions and maximize order potential. The ultimate goal of the Florist Scorecard is to help Member Florists identify opportunities to improve their quality metrics, receive more orders and instill industry best practices. TO ACCESS YOUR FLORIST SCORECARD, TAKE THE FOLLOWING STEPS:
1 Go to www.FTDi.com/Quality and click on Florist Scorecard.
2 Sign in to your FTDi.com account.
3 On the next page, you will see your scorecards arranged by month. Click on a month to view that scorecard.
FOLLOWING THE PATH TO ORDERS
Keep your Mercury system on and accepting orders.
Purchase Holiday and Everyday codified containers.
Review and manage your delivery area and cut-off times with FTD.com.
CONNECT WITH US www.FTDi.com | 800.788.9000 facebook.com/MercuryNetwork instagram.com/mercurynetwork
Fill and deliver every order with excellent quality.
Limit questions about substitution and additional funds or rejecting orders you agreed to fill when you purchased the codified product.
YouTube.com/FTDMercuryNetwork blog.ftdi.com To learn more about the FTD Florist Scorecard, Path to Orders and other FTD Quality resources, please visit www.FTDi.com/Quality or contact QSR@FTDi.com.