VALENTINE’S DAY 2014
PLAYBOOK YOUR SUCCESS IS A SLAM DUNK!
Introduction Valentine’s Day is one of the most celebrated holidays around the world. On that day millions of people will celebrate their love for one another. For those of us in the flower business, Valentine’s Day is one of the hardest days of the year. We will have hundreds of orders, thousands of flowers to process and many customers flocking to us for help. Our Playbook is here to ensure you have a successful Valentine’s Day! It’s packed with game-day strategies that’ll help you drive orders, keep your staff motivated, organize and optimize deliveries, and so much more. For more Valentine’s Day tips, visit MyTeleflora.com/Vday-Toolbox.aspx.
This Valentine’s Day, Teleflora is also giving you the opportunity to
“Score Big & Win Bigger” Participate in Teleflora’s exciting promotion between now and February 14th, and you could win a new delivery van! Check out the details on page 24 to find out how you can increase your chances of winning.
TABLE OF CONTENTS The Roster Valentine’s Day by the Numbers
4-5
Rules of the Game Send & Score Valentine’s Day Promotion
6-7
Warm Up Calendar and Checklist Staffing Pregame and Half-Time Pep Talks Sales Incentives 2014 Bouquet Lineup 2014 Container Lineup 2014 Flower Breakdown Teleflora.com Add-On Bundles Merchandising Tips
8-9 10 11 11 12 12 13 13 14 -15
Tip Off eFlorist Sales Driving Plays Valentine’s Day Social Media Delivery Process Delivery Routing
16 -17 18 -19 20 21
Postseason Post-Holiday Sales Analysis Post-Holiday Spring Cleaning
22 23
3
Valentine’s Day by the numberS
SENDER WOMEN
MEN
74
26
%
AVERAGE MALE SPENDING
168.74
$
%
t SPEND BY GENDER u
AVERAGE FEMALE SPENDING
85.76
$
u Sender
Emotional States 1. Wanted a gift that would surprise the recipient 2. Wanted a gift that would show how much I care
Who received flowers or plants for Valentine’s Day? (%)
ROMANTIC PARTNER.......
78%
MOM..............
8%
FRIEND...........
4%
CHILD.............
4%
3. Wanted a gift that would be pretty 4. Wanted a gift that would be suitable for someone very special 5. I was feeling confident that I was making a good choice 4
THE ROSTER
HOLIDAY SPEND
SPEND BY REGION
2010: 2011: 2012: 2013:
WEST: $119.82 MIDWEST: $110.96 SOUTH: $128.67 $146.30 NORTHEAST:
$103.00 $116.21 $126.03 $130.97
}
TOTAL SPEND
18.6
$
BILLION (2013)
TY P E S OF GIFTS
FLOWERS: 36%
CARD: 52%
CANDY: 50%
JEWELRY: 19%
u
FLOWER MAKEUP ROSES:
MIXED FLOWERS:
61%
39%
Of roses: • Red:
69% • Non-Red: 31% bou q uet TYPE Valentine’s Day Dozen Roses Arranged
National Average Price ............... $81
Everyday Dozen Roses Arranged
National Average Price ............... $63
Valentine’s Day Dozen Roses Unarranged
National Average Price ............... $64
Everyday Dozen Roses Unarranged
National Average Price ............... $49
Ordered Day before Valentine’s Day: 44% Day of Valentine’s Day: 30%
Delivered Valentine’s Day:
78%
Teleflora’s Rose Classique T65-2A
Where Delivered Delivered locally: 60% Wired or delivered out of town: 7% 25% Cash and Carry:
SOURCES The Society of American Florists, 2013 National Retail Federation
THE ROSTER
5
Send & Score VALENTINE’S DAY Promotion This year, it is expected that roughly 74% of Valentine’s Day purchasers will be male. In addition, men will spend roughly $170. These two statistics present a compelling case to target the male demographic in our Valentine’s Day advertising and in the products we offer. With this in mind, we’ve created a promotion that is sure to capture the typical man’s attention and drive sales this Valentine’s Day.
Teleflora is helping guys score not once, but twice on Valentine’s Day! • FIRST - Guys can score points with someone special when they send a beautiful Teleflora bouquet for Valentine’s Day. • SECOND - Consumers get a shot at an all-expense-paid trip to the NBA playoffs!
Now that’s a Big Score! Promotion Details Who: Consumers who purchase Teleflora Valentine’s Day Bouquets online Where: On Teleflora.com or an eFlorist Website (see next page for more details) When: January 26 – February 14, 2014 What: • Grand Prize: VIP trip for 4 to the NBA playoffs • Second Prize: 4 pairs of tickets (8 total) to a local NBA regular season game • Daily Prizes: NBA merchandise 10
6
RULES OF THE GAME
Teleflora florists Can take advantage of the Send & Score PROMOTION This Valentine’s Day, Teleflora has created the Send & Score promotion with you in mind. Florists with eFlorist websites who are codified for the Valentine’s Day containers are automatically opted-in to the Send & Score promotion. That means customers who purchase eligible Teleflora Valentine’s Day Bouquets are entered into the VIP NBA Experience Sweepstakes.
FSG MARKETING KIT - Printed Pieces To give you a head start in marketing this promotion to your customers, we’ve included Send & Score promotional items (shown below) in this FSG Update Kit. Table Tent Suggested Placement: - Check-out Counter - Valentine’s Day Merchandise Area - Cooler
Large Stickers Suggested Placement: - Valentine’s Day Poster - Storefront Window - Cooler Small Stickers Suggested Placement: - Outgoing Invoices - Mini-Guides - Statement Stuffers - Business Cards - Flower Food Packets
Buttons Suggested Placement: -Sales Rep Shirt or Apron -Delivery Driver
FREE additional MARKETING items [digital] Visit MyTeleflora.com/SendandScore.aspx to download our exclusive Send & Score Digital Marketing Kit. This kit is full of additional resources to help you market this promotion. Digital Marketing Kit Includes: • Social Media Skins (Facebook, Twitter, LinkedIn, Google+) • Online Banners (for eFlorist website) • Flyers (Self print) • Posters (Self print) • Sticker Label Templates (Self print)
RULES OF THE GAME
11
7
calendar SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
j anuary 2014 1
2
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
27
28
29
30
31
Prebook VDay flowers, hard goods and supplies
Merchandise store for VDay
VDay prep staff meeting
26
Start VDay social media outreach
JANUARY
checklist
Clean Shop Forecast Sales Procure Hardgoods, Flowers, Gifts Merchandise Store for Valentine’s Day Merchandise eFlorist Website Holiday Bouquet Selection Schedule Staff
8
4
5
Prep VDay selling sheets
8
3
Mark down all leftover Christmas inventory
Clean shop
WARM UP
Confirm VDay temps
Start VDay email campaign
NOTES
SUNDAY
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
F E BRuary 2014 1 Upload custom VDay SKUs on your eFlorist site
2
3
Send VDay direct mail
Assemble rose boxes and fill water tubes
4
9
10
11
5
12
6
7
Post VDay bouquet collection on Facebook
Clean vases for VDay
13
14
15
Valentine’s Day! Good luck!
Host a “Get Out of the Dog-House” sale
22
Facebook, Tweet, Blog behind the scenes VDay bouquet creation
16
17
18
20
21
26
27
28
Email coupon to first time VDay customers
Replace VDay merchandising with Everyday bouquets
23
19
8
24
FEBRUARY
25
checklist
NOTES
Make Bows, Fill Water Tubes Train Employees Green Containers Process Flowers, Tape Vases Fill Bouquet Recipes Fill Balloons Create Delivery File/Will Call Process Post-Valentine’s Day Sales Analysis
WARM UP
9
Staffing Valentine’s Day is a team sport. Being successful requires a solid team and a deep bench of reserves that can come in as needed. Before the holiday, do a little pre-season scouting to help you decide how much extra personnel you need. Below is a list of tasks that will arise leading up and into Valentine’s Day. They have been categorized by skill level and experience. Use this list to assign tasks and responsibilities to your current staff. Experience
Some Experience
No Experience
Sales Forecasting
Merchandise Store for Valentine’s Day
Clean Shop
Procure Hard Goods, Flowers, Gifts
Tape Vases
Process Flowers
Merchandise eFlorist Website
Green Containers
Deliveries
Choose Featured Bouquet Selection
Take Phone Orders
Line Vases
Staff Scheduling
Assist Walk-in Customers
Tie Bows
Design Bouquets
Enter Orders into POS
Fill Water Tubes
Manage Delivery File
Fill Bouquet Recipes
Balloons
Manage Will Call Process
Write Enclosure Cards & Address Tags
Post-Valentine’s Day Inventory Audit Post-Valentine’s Day Sales Audit
After you’ve assigned tasks to your current staff, you may decide it’s not enough for the big day. Keep in mind, maintaining your operation levels and customer experience is vital to a successful holiday. This is where finding external resources play a role. Where to Find Extra Help? • Family and friends • Have your employees refer potential hires • Ads on Craigslist • Use a staffing agency Hire According to Need and As If You’re Filling a Full-Time Position - This Will Help You Choose the Right People for the Job. • Hire for lowest skill level first. • Lower skill levels are easiest to teach and easiest to learn.
DELIVERY DRIVER Tip: Having trouble finding extra delivery drivers? Pizza delivery drivers don’t typically work early in the day. Talk to your neighborhood pizza restaurants and negotiate a deal to borrow their delivery drivers for early Valentine’s Day deliveries.
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WARM UP
PREGAME & HALF-TIME PEP TALKS Valentine’s Day will be one of the busiest few days for you and your employees. It’s important to keep your team motivated leading into the holiday. Here are a few tips to keep your team’s spirits up! Observe: Take time to notice employees and the work they’re doing. You will see employees working hard and going out of their way to make sure customers are happy. Take Time to Praise: When you notice an employee working hard, take the time to praise an employee for doing a good job. Make sure it’s sincere and meaningful. Use These Inspirational Words: “Great job!” “I appreciate your hard work.” “Thank you for going out of your way to help that customer!”
Improve Profit with a Sales Incentive! Upselling can pay big dividends this Valentine’s Day. The chart below demonstrates the benefits of selling higher-priced designs to customers.
POWERFUL UPSELLING
u
Arrangement Retail COGS (30%) Design Labor @ (10%) Overhead Costs Profit
$45 $15 $5 $20 $5
$90 $27 $9 $20 $34
Train your employees to make more profit for your shop and then reward them by sharing some of that additional profit. Show them the ways upselling can impact the shop’s profit and add to their wages. Don’t forget to give your staff the right language to use and help them practice it before the holiday.
SIMPLE INCENTIVE
u
• $5 incentive for every sale that is $99 or greater • $3 incentive for every order that is double the shop’s average order value • $1 incentive for every add-on
(balloon, plush animal, greeting card, chocolates, etc.)
WARM UP
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2014 Bouquet Lineup To help you fill orders this Valentine’s Day, we will begin to reduce our Teleflora.com bouquet selection, giving premium placement to codified products, as we get closer to the holiday. The goal is to give you as much flexibility as possible in filling orders as well as to assist you in selling through codified products. On Teleflora.com we review various metrics to determine what bouquets should be part of the Valentine’s Day lineup. Follow these tips to ensure you have an effective merchandising plan in your shop: 1. Review sales from past Valentine’s Days and determine which bouquets sold well. This list will give you a good idea of what bouquets can be successful this year. a. Research your in-store and online sales because you might want to tailor your bouquet offerings differently based on the customer type. i. In-store sales (your POS system has built-in reports to help you find this information). ii. Look at your online sales (your eFlorist website has many reports available. Logon to eSAT for more information). 2. When selecting a lineup of bouquets to offer in-store and your website, it’s key to select products that fall into price categories that support your sales goals. a. For example, if your past sales indicate that the majority of your customer base purchases bouquets over $130, then it will be important for you to offer bouquets in that price range. Visit MyTeleflora.com/Vday-Toolbox.aspx to view the 2014 Teleflora.com Bouquet Lineup.
Teleflora’s Heartfelt Bouquet (T14V100A)
2014 Containers Customers will surely fall in love with Teleflora’s Valentine’s Day keepsake containers. To view the full lineup of containers, visit MyTeleflora.com/Vday-Toolbox.aspx.
Teleflora’s Heartfelt Vase (14V100)
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WARM UP
Perfect for:
Perfect for:
Perfect for:
t Romantic
Friend,
Friend,
Partner u
Mom u
Mom, Child u
Teleflora’s Swirling Beauty Vase (14V200)
Teleflora’s Happy Hearts Bowl (14V300)
Teleflora’s Send a Hug® Bear Your Heart Vase (14V400)
2014 flower breakdown Knowing what flowers you need during a big holiday like Valentine’s Day will help you prepare for incoming orders. We’ve created a breakdown of the flowers needed to fill the Teleflora.com bouquet lineup, including both codified and additional bouquets featured in the Valentine’s Day category. Now is a good time to forecast your sales and prebook your flowers to ensure you get everything you need at the best possible price. Standard Greens 12%
Hydrangeas 1%
Orchids 1%
Filler Flowers 3 Chrysanthemums 4% Matsumoto Asters 1%
Roses 40cm 23%
Stock 2% Lisianthus 1% Sweet Peas 2%
Roses 50cm 6% Miniature Carnations 4% Carnations 8%
Gladioli 1% Roses 60cm 11%
Alstroemeria 5% Miniature Gerberas 1% Lilies 3% Tulips 9%
Spray Roses 7%
teleflora.com ADD-ON BUNDLES This Valentine’s Day, Teleflora.com will once again promote add-on bundles featuring a Teleflora bouquet, chocolate and plush. Add-on bundles were a success in 2013 because it meant higher value orders! Be sure to check out the planned assortment of add-on bundles in our Valentine’s Day Toolbox on MyTeleflora.com. Bundling bouquets with add-ons is a great way to increase your average order value. Be sure to checkout all of the great add-on products at themarket.myteleflora.com.
WARM UP
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3 1
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WARM UP
merchandisinG TIPS 1
Sweeten things up by keeping the hand-blown clear glass Heartfelt Vase on display and filled with red, pink and white candy to show off the elegant hand-cut heart design. Be sure to keep these vases at eye level so your customers can see the beautiful detail of the etched heart. Don’t forget to hang the in-store poster from your FSG update kit for the perfect finishing touch!
2
Encourage your customers to upgrade their rose bouquets with the limited-edition Swirling Beauty Vase and have bouquets ready to go in your cooler display. Be sure to keep some of the stunning art-glass vases empty on the shelves to showcase their unique elegance and rich red color.
3
Spice things up and set the mood throughout your shop with the beautiful frosted Happy Hearts Bowl. Display the sweet heart patterned bubble bowls in groups of 3 or alone and fill them with tea lights, mixed bouquets and red hot Valentine’s Day candy!
4
This “beary” sweet 3-in-1 gift is ideal for customers of all ages! The newest addition to Teleflora’s best-selling Send a Hug® collection is the Bear Your Heart Keepsake. It comes complete with a custom-designed honey-colored plush teddy bear and a box of Ghirardelli chocolate. Fill the vases with monobotanical bouquets and have them ready on your display shelves. It’s sure to be the perfect match for all of your last-minute shoppers!
5
Transform simple white shelving for the holiday by adding Valentine’s Day flair using the season’s popular ribbon styles. Select a ribbon that is eye-catching and matches the color palette of your display. Cut strips of ribbon long enough to cover the edges of your shelves and attach them with UGlu™.
6
Make a statement with wall decals that inspire romance. The decals shown play with the word “love” in many font types and colors. Leading up to the holiday, you’ll be able to find great Valentine’s Day decals in many local retail stores. There are also great online vendors that sell wall decals. Try DaliDecals.com.
7
Set the scene for romance using a small round table adorned with tall, sculpted vases. It’s a great way to showcase an intimate dinner setting.
8
Don’t forget about your Teleflora Valentine’s Day posters! These posters are perfect for windows, but are also a great addition to any in-store display. The rich red backgrounds in the posters will complement any Valentine’s Day setting and feature your Teleflora codified containers prominently for customers.
9
Valentine’s Day isn’t complete without plush. This year, First & Main and GUND are offering cute and cuddly stuffed animals that will be a hit with customers. Be sure to add them to your display for a dash of personality that will surely drive your add-on sales! Our favorites are Ophelia (FM82-1) and Mushmellow Panda Love (GU62). Find them on themarket.myteleflora.com.
10
Don’t be afraid to use the floor in your Valentine’s Day display. Placing plants on the floor is a great way to maximize the use of space. Draw customers into this often overlooked area with lively plush. The playfulness of the stuffed animals will make sure customers’ eyes scan your entire product offering.
WARM UP
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eflorist TOP 5 SALES DRIVING PLAYS As you prepare for the holiday, you’ll likely work hard to get your shop ready for the rush. Your eFlorist website is just like your storefront, it requires a little organization and preparation to make sure it’s also set up for success this Valentine’s Day. Top 5 Plays That Will Help You Prepare for the Holiday and Set You Up for Success: 1. Select Holiday Product Line-Up All of your Valentine’s Day products are in eSAT, though most are probably marked as “inactive” at the moment. 2. Implement Holiday Pricing Consumers are not as price sensitive on Valentine’s Day as they are during the rest of the year, which means you can increase the price of your products to make up for the additional costs incurred. Increased flower costs, supply costs and online transaction fees should be included in the price of bouquets on your website so you don’t absorb the cost. Now that you’ve added a holiday upcharge, you need to decide when the holiday pricing will take effect. You can decide when to add the holiday upgrade amount by Order Date or Delivery Date, but for Valentine’s Day, we recommend that you activate your holiday pricing upcharge by Order Date. For complete instructions on setting up holiday pricing, check out the holiday preparedness webinars on eFloristUniversity.com. 3. Determine Available Delivery Dates Blocking out delivery dates is a way to prevent customers from ordering a gift for delivery on days you are unavailable. As you get closer to the holiday, you might decide that you can no longer accept deliveries for Friday, February 14th. Update these dates on your eFlorist site to reflect that and avoid customer confusion. You can set your available delivery dates in eSAT, or contact eFlorist Support for assistance.
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4. Set Holiday Delivery Fees Demand for deliveries will increase as the holiday approaches, so you’ll need to find more delivery drivers and extra vehicles. Both of these factors will increase your costs. You can increase your delivery fee to offset the increased demand. Use eSAT to set up delivery fees by date, quickly and easily.
5. Opt-in to Marketing Emails One of the largest benefits of eFlorist orders is acquiring new customers. A great way to reach out to these new customers is through email campaigns and we have already prepared an exciting lineup of email campaigns for Valentine’s Day to increase your holiday sales. To take advantage of this, all you have to do is opt-in to the marketing campaigns. The dates on which the emails will be sent are set, but you can customize: • Subject Lines: If you choose to change the subject line, make sure you keep it short and sweet. • Products: By default, we will include the products that you have featured on your homepage. You can feature custom products or other products. • Promotion Codes: If you have a promotion code active on your eFlorist website, include it in your email messages! It’ll help spread the word and customers who click on the email will have the promo code automatically added to their carts.
Deadlines: Demand will rise for change requests, so it’s important to get your requests in before these deadlines: • Custom Template Changes, Development of New Sites or New URLS: 1/24/14 • Custom Products: 1/31/14 • All other changes: 2/7/14 Contact eFlorist Support by calling 866.983.3932 or email eFlorist@teleflora.com. Don’t forget that you can make changes to your website at any time, regardless of deadlines, using eSAT.
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Use Social Media To Your Advantage This Valentine’s Day Give Your Social Network a Valentine’s Day Makeover Spread awareness of Valentine’s Day by branding your social media pages with graphics that help get your customers in the mood for love. Just like displays are essential for in-store selling, customers will be browsing your posts, giving you the opportunity to show them you’re the expert in all things Valentine’s Day. A great way to do this is to update the cover images on your profile pages with elements of the holiday. Make sure to use hearts and romantic quotes, in shades of red and pink, and don’t forget the flowers! Take advantage of the free social media resources available for you this Valentine’s Day! Dozens of professional, high-resolution photos are available for you on MyTeleflora.com/Vday-Toolbox.aspx.
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Use These Top 5 Proven Methods for a Socially Successful Valentine’s Day 1. Post Available Designs: Begin posting your bouquet offerings for Valentine’s Day in January. Make sure you link the post to your website for easy sales! 2. Promote Early Delivery Specials: Encourage customers to order for early delivery by communicating these great reasons: • Early orders and deliveries get the best and freshest roses • Provide a Deal: - Free Delivery - Discount - Add-On Discount 3. Let customers know the cutoff times for orders: With orders trending later in the holiday, make sure your customers know when you’ll be closing your doors and not accepting orders. 4. Last Minute Selections: Use social media to let customers know what’s available later in the holiday. 5. Give Guys Tips: Guys are always looking for help on Valentine’s Day and being there to share some wisdom about romance and love means they’ll come to you to buy the flowers. Anatomy of a Successful Post - Keep the copy short, sweet and personable. - Include a link, especially when promoting a product. Make your post a little cleaner by shortening your link. Use Bitly.com or Goo.GL to shorten your links. - Images are vital to Facebook posts. Research suggests that posts with images are consistently top performers. Include an image that is intriguing on its own.
Visit MyTeleflora.com/Vday-Toolbox.aspx to download our FREE Valentine’s Day Social Media Kit.
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Delivery PROCESS It’s important to organize your deliveries, especially during Valentine’s Day when you’re designing hundreds of bouquets over the course of a few days. The following steps will help you develop a process to stay organized and keep the deliveries moving out the door. Delivery Process 1. Purchase a ream of multi-colored copy paper at your local office supplies store. Choose bright colors so they stand out in your cooler. 2. Estimate how many bouquets you expect to deliver this Valentine’s Day. When you have that number, have a staff member number the sheets of paper with a big marker. 3. Place a stack of the numbered paper close to your POS system or register. 4. When a new order ticket prints, have your staff write the number from the colored copy paper onto the order ticket and attach the numbered paper to the order ticket. 5. If the bouquet was pre-arranged, have your staff pull the bouquet from your back-stock, pick the numbered paper in the bouquet and place with bouquets ready for delivery. If the bouquet is a custom design, have your designer pick the numbered paper into the bouquet when he or she is finished with the order. 6. Make sure that your staff organizes the arrangements in numerical order. 7. When it’s time to pull orders, have your delivery driver match the number on the order ticket with the number on the bouquet.
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Game Day
quick and efficient Delivery ROUTING Use the Delivery Manager Module on DovePOS to save you time and help alleviate the stress of Valentine’s Day deliveries. Benefits for Valentine’s Day: • Group deliveries in zones and print directions, maps and trip sheets. • Transfer efficient step-by-step delivery routes to a GPS with seamless integration. • Verify delivery address automatically. • Automatically send delivery confirmation emails to your customers, increasing customer satisfaction (when used with the Report and Email Confirmation module). Use These Steps to Quickly and Efficiently Create a Trip Sheet for Your Valentine’s Day Deliveries: 1. To begin, click “Delivery Manager” from the left hand navigation menu in DovePOS. 2. At the top of the page, you’ll find various filters that will help you find the deliveries you currently have available. 3. Once you’ve filtered, click “Search” to find your results. 4. You’ll see all of the orders that are ready to be delivered. These orders can be selected one at a time or all at once. 5. Make sure you select “Optimize Stops” and the Delivery Module will ensure efficient delivery trips that save time and gas. If you have a GPS, select “GPS Export” to move the DovePOS instructions to that device. 6. Click “Create Trip” to create your delivery trip and then “Print Trip Sheet” to print your planned delivery route. 7. When the deliveries are made and your driver is back, return to the Delivery Manager and select “Deliveries on Truck”. Expand the list by clicking on the plus sign. Enter any redeliveries or notes here, and if your deliveries were all successful, check them off and click “Complete Trip” on the bottom of the page. Just in Time for Valentine’s Day, DovePOS 6.2 Features a New DovePOS Module, eDelivery. This mobile application can be used by employees to mark deliveries in real time and clock in or out directly from any web-enabled mobile phone, tablet or computer. eDelivery will also help you share the joy of flower giving with senders. You can now send delivery photos, including the name of the person signing for the delivery, directly to your customer via email. Don’t Have the Delivery Manager Module or eDelivery? Call 800.615.8229 for more information.
Tip: Don’t forget Delivery Confirmations! A few minutes and a couple clicks of a mouse can have a big impact on customer satisfaction this Valentine’s Day. Today’s internet savvy consumers expect confirmations for purchases, including their floral orders. In addition to improving customer satisfaction, providing confirmations helps reduce inquiry calls to your shop. Need to train new employees on how to enter delivery confirmations? Visit: MyTeleflora.com/memberservices/deliveryconfirmations.aspx
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sales analysis Valentine’s Day Post-Season Analysis Conducting an analysis of your shop’s Valentine’s Day sales performance is an important part of your post-holiday to-do list. It will help you understand how well your shop did and will also give you information you can use to modify your strategy for next year. What Is a Sales Performance Analysis? A sales performance analysis is a way to measure your sales progress over a period of time. The analysis also allows you to identify weaknesses in your strategy and make changes so that you can improve the results over the next period. You can also use the information to set performance goals for next year. Elements of a Successful Analysis • Finding the data: Before you can perform an analysis on your shop’s Valentine’s Day performance, you’ll need to run sales reports from your POS System. • Analyzing the data: After you’ve run your reports and gathered the necessary information, you can now analyze it. Ask yourself questions about your holiday performance to help you analyze the data. Finding the Data • Essential Reports to Run: - Total Sales (DovePOS Report: Business Pulse) - Average Sales (DovePOS Report: Business Pulse) - Sales by Product (DovePOS Report: Sales by Product Report) Analyzing the Data Questions to ask yourself when looking at the data: • What were your total sales for the holiday? What were your total sales compared to last year’s Valentine’s Day? • What was your average order value? What was your average order value compared to last year? Was it higher or lower? Why? • What products were your top sellers? Were your top sellers different compared to last year? Why? Performing a sales analysis by running reports and answering these questions will give you a head start at understanding your holiday performance and will help you prepare for your next Valentine’s Day.
Tip: RUNNING REPORTS IN YOUR DOVEPOS: 1. Click Tools from the top menu and then select Reports. 2. Click All Reports. 3. Select the report you want to run. 4. Depending on the report you select, various options will appear at the bottom of the screen. 5. These options allow you to select date ranges, specific customers and more. 6. When you are ready to run the report, click Display Report.
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POSTSEASON
post-holiday Cleanup Valentine’s Day Has Passed and Spring Has Sprung Congratulations, Valentine’s Day is now over! The end of February is the perfect time to give your shop a much-needed spring cleaning. Follow these tips to continue the success of the Valentine’s Day holiday into spring. Review Your Inventory Consider hosting a “Get Out of the Dog House” or “Spring Cleaning” sale. Mark down Valentine’s Day containers to make way for new spring items. The idea is to reduce your excess inventory and open up dollars to buy products that will rejuvenate and bring life to your shop – and sales! New Displays Now that your inventory has a plan of attack, evaluate your store floor plan, point of sale area, and displays. Customers are greatly influenced by the visual information they gather upon entering your shop. Get your customers ready for spring with these helpful display tips. Themes for Post-Valentine’s Day Displays Spring Gardening St. Patrick’s Day Easter Weddings Prom Birthdays 2014 Spring Color Trends
Placid Blue PMS-277
Violet Tulip PMS-271
Hemlock PMS-344
Sand PMS-467
Freesia PMS-143
Cayenne PMS-7418
Celosia Orange PMS-158
Radiant Orchid PMS-2573
Dazzling Blue PMS-660
Paloma PMS-421
FEBRUARY
TO-DO list
2/15/14: Host a “Get Out of the Dog House” sale. 2/16/14: Replace VDay countermats, posters, and displays with Everyday bouquets. 2/18/14: Email coupon to first-time VDay customers. 2/20/14: Display your spring posters now!
POSTSEASON
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VALENTINE’S DAY 2014
Win a new delivery van! This Valentine’s Day, Teleflora is giving you the opportunity to Score Big & Win Bigger! Participate in Teleflora’s winning plays for a successful Valentine’s Day and you could win a new delivery van!
HOW TO WiN: Florists can score points by doing any of the action items in the chart below, between November 1, 2013 and February 14, 2014. The more you participate, the more points you score and the more chances you have to win a new delivery van. Each point equals one (1) entry into the drawing for the van! 1. Become a Teleflora member
3 points
2. Purchase products from the Valentine’s Day codified lineup
2 points [per 12 pack]
3. Sign up for an eFlorist website
2 points
4. Purchase a 6" Directory ad
2 points
5. Participate in the Online Search Marketing program
2 points
6. Sign up for Holiday Co-op
2 points
7. Sign up for Teleflora Credit Card Processing
2 points
8. Purchase direct-mail collateral 1 point [per 200 pieces] (statement stuffers, mini-guides, calendars)
Shops currently participating in the “plays” during the 11/1/13 – 2/14/14 time period will receive points that count towards the grand prize. www.myteleflora.com/scorebig.aspx