SUMMER 2020
SUCCESS GUIDE
TREND REPORTS
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F LO R I S T F E AT U R E
Teleflora’s Garden Oasis Bouquet | TEV58-8
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TOP 10 BEST SELLERS
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SOCIAL MEDIA
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Teleflora’s New Trade Ads – Featuring Our Florist Partners Teleflora continues to support vital floral publications across the United States and Canada. In a new series, Teleflora promotes our florist partners, Ted Winston of Winston Flowers and Chris Drummond, AAF, PFCI, of Penny’s and Plaza Flowers.
CHRIS DRUMMOND, AAF, PFCI
TED WINSTON
FLORAL INDUSTRY LEADERS CHOOSE TELEFLORA “Teleflora has been a trusted and loyal business partner to Winston’s for generations. Teleflora’s best-in-class eFlorist website and point-of-sale
WINSTON FLOWERS
• Best-in-class technology – from POS to eFlorist and order-driving services • 100% committed to local florists • Leader in floral advertising and promoting florists in the media
technology provide us with tools to exceed our customers’ needs.”
FLORAL INDUSTRY LEADERS CHOOSE TELEFLORA “Teleflora’s ecommerce, point-of-sale systems, and high-quality floral containers are unparalleled. Orders from the web flow right to my POS.
PENNY’S BY PLAZA FLOWERS
• Best-in-class technology – from POS to eFlorist and order-driving services • 100% committed to local florists • Leader in floral advertising and promoting florists in the media
The Advanced Delivery feature in POS
myteleflora.com
These new ads began publishing in May.
| 1.800.421.2815
has doubled my delivery profitability.”
myteleflora.com
| 1.800.421.2815
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Trends Merchandising ideas for each Summer codified container
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Ask a Florist
Business lessons that partner florists have learned from COVID-19
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Best Sellers
Teleflora’s predicted best-selling bouquets across three summer categories
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Spreading Positivity
Spotlighting the owner of Caruso Florist for spreading positivity through flowers
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Summer Promotions
Re-engage loyal customers with summer specials through eFlorist
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Summer 2020 Trends Charming Unicorn
MERCHANDISING TIP: Show this product’s versatility for all ages—a baby gift or a fun gift for a friend! Merchandise this with a unicorn pinata, a unicorn pool floaty, or a unicorn onesie! Charmed Unicorn Keepsake
Modern Chic
MERCHANDISING TIP: Merchandise the planter in a home décor setting, and instruct sales staff to sell as an anniversary, celebration, or sympathy gift. Mid Mod Geometric Planter
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2020 Summer Success Guide
Bundle of Love
MERCHANDISING TIP: Bears are always in style. Gift add-ons of stuffed toy bears, tiny bear onesies, or baby bear accessories for new moms! Teleflora’s Bundle of Love Bear: Baby Blue
Stone and Sparkle
MERCHANDISING TIP: Highlight this pitcher as a food-safe gift by creating an in-store lemonade station as a summer treat for walk-in customers. Teleflora’s Heart Stone Bouquet
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Ask a Florist Which learnings from running your shop during COVID-19 will you implement during slower periods—like summer? During this COVID-19 period, the most important thing I have learned is the value of my employees! As owners, we forget sometimes the frustrations of delivery drivers, the stress of customer service reps, and our designers. It is amazing what you learn when you are on your own or with limited staff! It has also forced me to be more active on social media and come up with creative items to sell, like DIY kits as pop-up cash and carry sales. I can see us doing more hands-on classes for children and adults during the slower summer months. Annie Venable | Taylor Leona Sue’s Florist, Scott, LA
COVID-19 has proven that we will survive during slower periods. I have also learned that florists have found ways to come together and share ideas, concepts, kindness, techniques, and technology. They have brought social media and communication to a new level. COVID-19 has truly shown how dedicated florists are to education. By sharing knowledge with our industry in the slow times (and busy times), it will make us a stronger, healthier, and happier industry. Hopefully this practice will continue on a daily basis well after COVID-19 and during the slow times! Thia Smith | Silver Springs Floral & Gift, Albuquerque, NM
I enjoy continuing education to increase my knowledge and reinforce ideas that will bring uniqueness and profitability to the shop. I think it is critical to study everything possible, especially during these life-changing times. The key is to put your ideas into action, use your time wisely, and do your best with tools you have! Marci Rasmussen | Especially For You, Salt Lake City, UT
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2020 Summer Success Guide
Campaign Recap: #LoveOutLoud Teleflora’s Love Out Loud campaign began with the Wall of Love in Washington, DC, in 2016 and has continued to showcase emotional, unique, and humorous ways to Love Out Loud every holiday season.
Mother’s Day 2020, A Mother’s Love
19MM Views
During spring 2020, moms' already difficult jobs evolved into the impossible. Overnight, moms became homeschool teachers and digital chauffeurs. Combining current imagery and footage captured on smart phones during the global pandemic, the ad pays a timely tribute to Mom, the unsung hero. The video was picked up by several media outlets and appeared on the Today Show.
Valentine’s Day 2020, Flowers Say It Best
24.8MM Views
National participation in Valentine’s Day is on the rise as consumers are celebrating love more than ever, from romance to friendship (Galentine’s Day). Teleflora created three digital ads for our Valentine’s Day campaign. The ads explored the humorous results when gifts other than flowers do the talking.
Christmas 2019, The Teleflora Elf
24.8MM Views
Teleflora celebrates Mom, the unsung hero of Christmas, and everything she does to orchestrate holiday cheer. The most wonderful time of year can be a lot of work. And the stress of the season can make anyone feel like they are losing it… or seeing elves! We also partnered with Good Morning America to celebrate a local café owner in Raleigh, North Carolina, with a Christmas makeover!
Watch these Teleflora advertisements here: BIT.LY/TelefloraLoveOutLoud
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Projected Summer 2020 Best Sellers
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Anytime for Summer
Celebrations & Cheer
Decor
Retro Road Tripper T20F100A
Birthday Sparkle TBC03-1A
Teleflora’s Style Statement Bouquet TEV58-6A
Teleflora’s Sweet Sunlight Bouquet TEV59-5A
Magnificent Mauves Bouquet T281-6A
Teleflora’s Desert Sunrise Bouquet TEV55-6A
Blush Life Bouquet TEV56-3A
Teleflora’s Be Happy® Bouquet with Roses T43-1A
Desert Beauty Succulent Garden TPL01-1A
Teleflora’s Seaside Roses Bouquet TEV57-3A
Teleflora’s Magical Garden Unicorn Bouquet TEV58-4A
Sunflower Beauty TEV57-5A
2020 Summer Success Guide
5 Things You Didn’t Know About Teleflora Products Throughout the year, Teleflora invites our partner florists to participate in both product and bouquet surveys. The survey results play an instrumental role in equipping our team with data that fuels the development and design of every holiday collection. Florist participation in product surveys is crucial in order for Teleflora to create containers that you and your customers will love every holiday.
5 Product Facts Teleflora begins working on product concepts at least 18 months prior to a holiday’s online launch Product and bouquet surveys are sent out to florists and consumers for every product in the lineup Every response is read, considered, and averaged Product designs are modified based on survey responses (see below) The team reviews the product lineup to ensure designs are unique, meet holiday expectations, and satisfy tastes of florists and consumers
Past Winners!
STEP 1 We tested various planter designs to determine which style is preferred. While consumer and TSM results showed no preference between the two styles, style #1 was ranked 10% higher by florists.
STEP 2 In the survey comments, our team learned that florists were interested in other colors. From there we tested the planter in multiple colors, and the white planter scored the highest!
Winner – White Planter
STEP 1 We tested both the design and color of the unicorn in the same survey. Survey results showed us that consumers, florists, and TSMs ranked both versions highly; however, the white unicorn with rainbow hair was favored.
STEP 2 After reading each survey comment, we learned that respondents felt the white unicorn was more versatile. Receiving feedback from surveys led our team to create a successful product which florists started to use prior to the product launch on Teleflora.com. Many florists indicated this was a gender-neutral gift for a new baby as well. Winner – White Unicorn 9
Spreading Positivity with Flowers Phil Caruso arrives to his shop at 4:30 a.m. daily in a suit and floral tie to prepare and open his business. Frequently, he stands outside to chat and pass out flowers to lucky passersby. While his dapper attire is surely enough to attract customers, it’s his genuine kindness, interest, and appreciation that keeps them coming back. It’s a tremendous milestone reaching 90 years Washington DC, 2020 US Marine Corps, 1950 of life—one that deserves to be celebrated. For Phil Caruso, president and co-owner of Caruso Florist in Washington, DC, his 90th birthday celebration was inspired by a New Orleans-style parade, including a marching band, balloons, and dozens of long-time customers. For a community that inevitably became fans of Phil, it was an opportunity to pay tribute to the man who for decades has spread love and positivity through the power of flowers. “Flowers are a wonderful thing and [Phil] loves seeing them make people happy and smile, or ...it was an opportunity to pay tribute to comforted when they’re grieving,” the man who for decades has spread says Tim Caruso, son and co-owner of Caruso Florist. “He’s calm, cool, love and positivity through the power of and collected. [He] doesn’t get mad, doesn’t believe in yelling, flowers. and is a whistle-while-you-work kind of guy.” Phil treats every customer that comes into the store like family; giving out friendly nicknames and trusting shoppers to pay later when they have forgotten their wallets or don’t have the full amount. Caruso Florist opened in 1903 as a pushcart selling lemons on Capitol Hill, which soon developed into a pushcart for flowers, and later into a proper floral storefront. Family owned and operated, Caruso Florist plays an extraordinary role in its community. While flowers have the power to spark joy, it’s florists like Phil Caruso who amplify the positive effect through warmth, dedication, and craft.
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2020 Summer Success Guide
Engage your Community This Summer Teleflora Education Specialist Tom Bowling, AIFD, PFCI, wants florists to bring floral education and care to your community. Tom believes providing a positive experience with flowers will support the overall floral industry and your business. Here are a few ways to strengthen your client’s floral experience. Create a short how-to video on proper floral care and handling to ensure the longevity of the arrangement. Post it on YouTube or on your social media so customers can find it easily. Encourage DIY experiences. You provide the products, they provide the enthusiasm… everyone wins. Encourage summer workshops and demonstrations to teach customers about floral arrangements and plant care. Line a glass container with sliced lemons to add a bright and sunny look when paired with yellow lilies, chrysanthemums, and roses! Encourage customers to mix your products with their home garden. Have bundles of interesting foliage and fillers for them to supplement their flowers. Combine fruit and flowers by arranging flowers in a sliced cantaloupe or sliced watermelon. The fleshy fruit will hold the flowers in place, and provide a water and sugar source to keep the flowers alive. Share the origin of your products. Highlight flowers from domestic sources and international wholesalers, including South America, Hawaii, or Canada. Clients love learning the backstory of the products they enjoy. Prepare a video on how to design with self-grown flowers. Casual designs are the look of summer! Demonstrate the correct procedures for tropical flowers by creating a video or photo tutorial. Nothing is more fascinating than watching a floral designer make a Bird of Paradise arrangement!
Bowling says these summer floral experiences will ensure more positive, engaged clients! Learn more from Teleflora’s education specialists by taking our online design classes. Visit BIT.LY/TelefloraClass.
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Take Advantage of Mobile Dove POS Log in to your Dove Point-of-Sale system from anywhere.
Mobile Dove POS
The system gives you access to the core features of Dove POS, including Order Entry, Customer Lookup, and Product Lookup. It allows you to access your shop’s data from a home computer, laptop, tablet, or smartphone.
Sell at Farmer’s Markets
With flower sales on the rise at farmer’s markets, Mobile Dove POS allows you to process orders and sell directly to customers on the spot from any mobile device.
Build Marketing Lists on the Go
Use your smartphone or tablet to collect email addresses and build interest lists, so you can follow up with potential new customers at a later time.
Get Started Today Visit bit.ly/DovePOSWebUI from your Dove POS terminal and follow the simple instructions. Don’t have Dove POS? Call 866-444-3683 to learn more.
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2020 Summer Success Guide
Summer Essential Flowers: Ordering Made Easy Plan for the summer months by ordering your essential flowers with Flowerbuyer’s Buy the Bunch program. You can mix and match endless floral varieties to create a custom box. This program is great if you’re looking for easy customization and the flexibility to order the varieties you want in any quantity, all at once—direct to your door.
Floral Experiments
Want to see if there’s a market for sunflowers in your area? Buy a bunch and mix it with your usual florals to experiment without breaking the bank.
Most Popular By-the-Bunch Varietals: Ruscus Italian 60-80cm 5st/bu Lily Oriental White 2-3BL 70cm Alstroemeria Assorted 80cm 5BL Hydrangea Medium White 15-20cm 60cm
One-of-a-Kind Boxes
Your shop is fun and unique, so why shouldn’t your floral order be as well? Build your own unique box to fit your style and your customer’s needs.
Free Shipping on Full Boxes
If you fill a box, the shipping fee is waived.
Business Made Convenient
Spend more time on your business and less on logistics. Flowerbuyer has shipping options that arrive at your doorstep.
Start saving on your own customized flower boxes this summer. Visit Flowerbuyer.com or call 877-625-3243 to order now.
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3 Ways to Jump-Start Summer Promotions With the flurry of spring holidays behind us, summer can seem like a slow period for most florists. However, this can be a great time to re-engage customers by offering creative promotions that will drum up new business.
Turn one-time customers into repeat customers
If your shop’s email list consists primarily of past customers, attach an exclusive coupon to your summer email campaigns encouraging them to send flowers for a summer occasion.
Incentivize larger cart sizes
Many of us could not spend Easter or Mother’s Day gatherings with our loved ones. Encourage your customers to connect with family and friends they’ve missed with a promotion for multiple bouquets with a higher order value (for example, 15% off orders over $150).
Integrate into an event
Capture the attention of both new and returning customers by offering digital classes on how to arrange bouquets for beginners or how to make your cut flowers last. Consider offering an exclusive promotion at the end of the class to encourage customers to make a purchase!
Not only are promotions a great way to boost your business, testing them in the summer allows you to figure out what works best for your shop. Then leverage that proven strategy during the upcoming holiday seasons.
Would you like more insights into managing your promotional strategy? Contact our eMarketing Counselors at 866-983-3932 or email eflorist@teleflora.com for help creating these promotions.
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2020 Summer Success Guide
JULY
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CANADA DAY
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ONE-WEEK CUTOFF Codification cutoff for Grandparents Day, Halloween, Fall/Thanksgiving, and Christmas.
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INDEPENDENCE DAY
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BUY THE BUNCH Use Buy the Bunch for small summer orders with Flowerbuyer.
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Run every Monday, Wednesday, and Friday. Save on flowers this summer.
Codification cutoff for Grandparents Day, Halloween, Fall/Thanksgiving, and Christmas.
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Order Flowerbuyer Priority Overnight for next-day deliver Monday–Thursday.
Get a tutorial on Flowerbuyer Auctions by calling 877.625.3243.
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FLOWERBUYER AUCTIONS
AUGUST
SEPTEMBER
GET FLOWERS FAST
GRANDPARENTS DAY
CODIFICATION CUTOFF
FLOWERBUYER TUTORIAL
FSG KIT Open your FSG Kit for a new counter mat.
OCTOBER
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THANKSGIVING (CANADA)
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HALLOWEEN
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Helpful Contact Numbers Customer Service:
eFlorist: 866.983.3932 800.421.2815 U.S. and Canada
DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m. (CST)
Products: 800.333.0205 Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com: 877.625.3243