FTD Mercury Messenger - June 2020 by FTDi

JUNE 2020

Mercury Messenger

J2 | Sweet as WatermelonTM Bouquet

A MESSAGE FROM

Tom

Dear FTD Florists, Thank you for your partnership during an extraordinary Mother’s Day. The holiday was very unique as you had to adjust your operations, while also experiencing strong consumer demand. FTD’s florist orders were up over 50% to last year and our average selling price was over $80 – higher than our competitors. We worked very hard to deliver the right products and order volume that you could successfully fill and deliver. As we now move into the summer and you adapt your selling strategies, I want to offer to you the assistance of your FTD rep who can help you determine the best products and services for your business. FTD has always been a full service partner for flower shops, and we know that the products we offer can drive traffic to your shop, as well as help you manage costs.

Summer Lovin’ Three containers featured in the Mother’s Day assortment are now available with vibrant summer recipes on FTD.com and ProFlowers.com. These arrangements, along with the other codified containers featured for Spring, will be available through Labor Day to maximize sales and inventory. Birthday will also be a significant push for the summer months as social distancing continues, and loved ones aren’t able to connect in person. The top selling birthday bouquets – Birthday Brights™ (BD2) and Birthday Sprinkles™ (BD3) - are both available in a new birthday combo pack which also includes Set to Celebrate™ (BD1) and Birthday Bliss™ (BD4).

J1 | Fields of IrisTM Bouquet

J3 | Life of the PartyTM Bouquet

There are a couple of call-outs that I do want to share as you plan your next steps to operate this summer: Email Marketing – This cost-effective channel is more important than ever to connect with your customers, share promotions and keep your shop top of mind. The birthday occasion is going to be very strong and our digital team can save you time by running campaigns for you to increase sales. Fresh Flowers – With a vast network of growers, FTD Flower Exchange has openmarket, pre-book and auto-ship options at competitive prices with a quality guarantee. Our team of experienced reps can help you with your order or you can go to FTDFlowerExchange.com. In the coming weeks, FTD will be entering a new phase in our company’s history as we focus on how we can offer the best customer experience in the industry. This will be a significant effort that includes how we can enable our florist members to do their best by having world-class tools, profitable incoming orders and quality products that ensure an excellent customer experience. We’re excited to embark on this next chapter and look forward to sharing more details with you soon. As always, thank you for your partnership.

J2 | Sweet as WatermelonTM Bouquet Order now from your Marketplace representative at www.FTDMarketplace.com or 800-767-4000

COVID-19 Resources for Floral Shops and Small Business Owners

As small businesses, florists have had a unique opportunity to connect loved ones together with the power of flowers. In many states, flower shops have been able to continue to operate and make no-contact deliveries while others have had to completely close for a period of time. No matter where your shop is in the process to re-open or sustain operations in a state of “new normal,” there are resources available from industry partners and more. Society of American Florists

www.safnow.org

American Floral Endowment

www.afe.org

American Institute of Floral Designers

www.aifd.org

WhizBang! Retail Training www.whizbangtraining.com Centers for Disease Control and Prevention

www.cdc.gov

In addition to these resources, there are many articles online with unique ideas and local programs available for small business owners through chambers of commerce and other foundations.

Executive Vice President Florist Division

For additional ideas, please visit www.FTDi.com/covid19

Check Us Out @MercuryNetwork Make sure that you follow @MercuryNetwork on Facebook to watch our video series, The Live Wire. During our live streaming sessions, we will share new products and ideas to help grow your business as well as interview special guests. All of the sessions are recorded and archived on our Facebook page, so you can always go back and watch it later. Follow us today!

FTD Announces New CEO Charlie Cole was announced as the Chief Executive Officer of FTD, LLC in late March with an expansive background in e-commerce marketing. Charlie brings extensive digital and retail leadership experience to FTD. Most recently, he served as the first Global Chief eCommerce Officer for Samsonite while simultaneously serving as Chief Digital Officer for Tumi, which was acquired by Samsonite. “It’s a privilege to be named the new CEO of FTD – a company with a 110-year tradition of serving florists and flower lovers alike.” said Charlie. “I’m humbled by the opportunity and look forward to helping secure the future for the Company for another 110 years.” Charlie is looking forward to getting out and meeting with florists once allowed to do so. He and his family will also be relocating from Seattle to the Chicago area, where FTD is headquartered.

CEO Charlie Cole wants your ideas about how we can all improve the customer experience and be the best in the industry! Email your ideas to him at TellFTD@ftdi.com

Give Your Shop Some Love with a Makeover We all need a little boost these days as we are navigating our way through unprecedented challenges. More than ever, your shop needs to be operating efficiently and helping you deliver on the sales targets you need to be successful. The ninth annual FTD Makeover Magic Contest can help you achieve those goals!

One FTD Member Florist will receive a FREE visual merchandising makeover for their flower shop showroom by FTD Education Consultant and design expert J. Keith White AIFD.

2019 winner Lulu’s Flowers in Rockport, TX - BEFORE showroom

AFTER showroom

For more information or to enter, visit www.FTDi.com/makeover

Attention Mercury POS Users Join us for our new FREE webinar series for Mercury Point of Sale Users. Learn more at www.FTDi.com/FTDUniversity under FTD Mercury Webinars. All webinars are available on demand to watch at your convenience.

A. Hi Way Florist owner Sherry Manchanda in St. Louis, MO is visited by FTD’s Vice President of National Accounts Ed Cronin (left) and Executive Vice President Tom Moeller (right). B. The team at Shirley’s Florist in Trussville, AL is ready for another great holiday. The shop has been an FTD Member since 2002. C. Many shops like Indiana Floral & Flower Boutique in Indiana, PA donated flowers to local nursing homes when informed they needed to temporarily close due to COVID-19. Owner Julie Silvis and her dog Skip brought smiles to many faces. D. Mark and Penny Metcalfe of Metcalfe Florist & Pleasant View Greenhouses Inc. in Madisonville, KY were recently featured in the Mercury Messenger blog about their family business operating since 1904. The flower shop has been an FTD Member since 1933. Read their story at blog.ftdi.com/metcalfeflorist/. E. Southern Gardens Florist & Gifts in Pensacola, FL work together to spread the power of flowers. The shop has been an FTD Member since 2003. F. Vons #2093 located in Le Mesa, CA developed new processes with their designers due to COVID-19 allowing them to work together for Mother’s Day.

Congratulations

to FTD Florists Celebrating Major Membership Milestones in 2020 100 Years Busch’s Florist Dobbie’s Florist, LTD Roth Florist

Jefferson City, MO Niagara Falls, ON Lafayette, IN

75 Years Roseland Floral Co. Inc.

Charlotte, NC

50 Years Blossom Shop Conroe, TX Byrum’s Florist, Inc. Charlotte, NC Cullman Florist LLC Cullman, AL

50 Years (Continued)

Delorice’s Florist Douglas, GA Dube’s Flower & Gift Inc. Lewiston, ME Fendley Florist Georgetown, ON The Flower Shop Brockville, ON Flowers by Philip-Madison Ave New York, NY Kennewick Flower Shop Inc. Kennewick, WA Landers Flowers Savannah, MO Otto & Urban Florist & Greenhouses Fremont, OH Pequa Park Florists, Inc. Massapequa, NY Ray’s Flowers Renfrew, ON

FLORIST SPOTLIGHT

Florists find ways to make their business bloom The expression that “every cloud has a silver lining” may be true, but it can be especially hard to find during a pandemic when you are worried about the impact on your health and livelihood. Of those shops that had to abruptly close, many found ways to quickly clear their inventory, and at the same time create goodwill and spread some much needed joy. They donated flowers to nursing homes and hospitals, or gave them away to those in their community. Some even did a “drop and dash” or went door-to-door within their neighborhood to distribute hundreds of free flowers, plants and arrangements. In some states, however, floral shops are considered essential and have remained open. While the social distancing restrictions forced the cancellation of weddings, events, graduations and even funerals— the lifeblood of the floral industry—many florists are making the best of it. They developed new methods of doing business—adding no-contact delivery and curbside pickup, discovering new markets, supporting the local community, maintaining a social media presence, and digitally reaching out to customers.

Plaza Flowers, Norristown, PA @plazaflowers • Instituted an honor envelope system by stocking their front sidewalk and patio with arrangements, bunches of fresh cut flowers and garden plants. Customers could pay for their purchases using the provided envelopes and slip them through the front door.

There are still a lot of unknowns and we’re aware that there will be a new normal. The key is being adaptable, believing that goods things are to come and finding that silver lining.

• Through posts and signage, remembered to express their appreciation to customers for their business.

What we do know is that our network of florists is resilient and creative. Here are some highlights of FTD Florists from around the country that have found innovative ways to prevail by using social media and traditional media to reach customers.

• Maintained a Facebook presence with 1-2 posts every day.

Blossom Flower Shops, Yonkers, NY @blossomflowershops • Offered virtual workshops via Instagram (IGTV) and Facebook.

Cathy Cowgill Flowers, Canton, OH @cathycowgillflowers

• Posted several how-to videos (wedding bouquet, hand-tied arrangement; spring centerpiece.)

Turned the storefront windows into an oversized floral selections guide to view arrangements and call to order during Mother’s Day to the shop being closed to walk-in customers.

• Conducted a designing “Happy Hour” via Zoom. • Participated in the White Plains Professional FIre Fighters effort to recognize local hospital staff. • Promoted e-gift cards for their shop.

Flowers by Jerry, Rochester, MN @flowersbyjerry • Posted instructional videos on Facebook and IGTV • Hosted a Plant Adoption Sale with the primary goal of having fun and delivering joy to the community. There was an incredible response to this “event” that also included a gift card giveaway. • Developed and sold Kids Planting Kits that included everything from the pot and soil, to instructions to help guide the activity. Fabulous Flowers of Tremont Ave, Bronx, NY Even in this hard-hit area, business is actually booming. They changed to a delivery-only option and went from 20-30 deliveries a day to an average of 200.

Please share with us any ways you have generated goodwill and new business opportunities during this difficult time at floristrelations@ftdi.com.

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