WINTER 2020
SUCCESS GUIDE
TREND REPORTS
Universal Love | WN21
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F LO R I S T F E AT U R E
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TOP 10 BEST SELLERS
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SOCIAL MEDIA
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Petals Staff Q&A
The impact of COVID19 on everyday life
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Trends
Merchandising ideas for our Designs
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Best Sellers
Petals predicted best-selling bouquets across three winter categories
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Customize Your Website
There are 3 different eFlorist templates from which you can choose
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Colour Wheel
The colour wheel is a graphic tool for understanding the relationship colours have
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Petals Staff Q&A How has COVID19 impacted your everyday life, and what changes have you made, if any? Like everyone else I have had to adjust to a lot of things; working from home, not being able to visit my family and friends, or have them come to visit me to celebrate birthdays and Easter. Not being able to go to the gym and losing motivation to do things that I would normally do on a day to day basis. You then adjust and find ways to do things that work for you and your family. I now enjoy working from home, but do miss seeing the staff and catching up with them. I think about things differently now; not taking everything for granted and just taking time for myself, family and friends and being conscious about how everyday life is affecting them as well. Cathy D.
I found myself faced with the task of home schooling and working from home. To be honest, juggling both and readjusting was a bit overwhelming at times and I am grateful that I have a great support network of friends, family and work colleagues. I definitely admire what some people do a lot more in their everyday life. I found myself having to plan and be more organised than usual and to be more resourceful. I also rediscovered some hidden talents and learnt new skills. I realized I cannot take anything for granted and to appreciate the small things like spending time with my 8 year old daughter, walking my dog and gardening, staying connected with family and friends. I learnt that less is more and I don’t need all the things that I once thought I did! Jodie L.
The biggest impacts for me were; not able to visit members instore, working from home full time and juggling my twin boys home schooling. It has taught me strong resilience, instant preparation and the ability to adapt to different circumstances and challenges. Our industry saw history write itself with the biggest Mother’s Day on record. With this surge in volume came a lot of transformations in my role, Petals and for the industry. It was a fast paced environment that involved swift adjustments. We were extremely lucky to have a diligent executive team that reshaped our Network rapidly. CV has taught me even more elasticity in my role, and more importantly that as a company and industry we are all in this together and we all rose to the challenge. We have strength, durability and determination. I have acquired a lot of new skills professionally and personally, changing my habits and routines to successfully execute my role and support members. Jocelyn T.
Winter 2020 Trends Charming
MERCHANDISING TIP: Show this product’s versatility for all ages—a baby gift or a fun gift for a friend! This is the perfect piece to add sophisticated colour to your home. Watercolour Wishes A58
Modern Chic
MERCHANDISING TIP: Merchandise the plant in a home décor setting, and instruct sales staff to sell as an anniversary, celebration, or sympathy gift. Tanami Beauty WN30
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2020 Winter 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 mums! Cuddles for Him C38
Bundle of Love
MERCHANDISING TIP: Bears are always in style. Offer a discount for pre-paid bouquets for next Mother's Day or Mum's upcoming birthday! Stylish Celebration C40
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Ask a Florist Which learnings from running your shop during COVID-19 will you implement during slower periods—like winter? 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 winter months. Annie Venable | Taylor Leona Sue’s Florist
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
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
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2020 Winter 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 Winter 2020 Best Sellers
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Anytime for Winter
Celebrations & Cheer
Decor
Junoesque WN28
Infinity B101
Universal Love WN21
Pretty in Pastel WN24
Aurora B103
Tanami Beauty WN30
Fantasia Blush WN31
Abelia B106
Tirari Beauty WN22
Pink Flora WN27
Wow B105
Pedirka Sunrise WN29
2020 Winter Success Guide
Petals Keepsakes
SPARKLE Best Seller
ENCHANTED Best Seller
XOXO
Best Seller
Petals will be selling our Keepsake containers throughout the year, with big pushes at Christmas, Valentine’s Day and Mother’s Day. We also provide Keepsake marketing materials including FSG pages and posters, to members to help promote the Keepsake range. Approximately 10% of Petals website orders are for a Keepsake arrangement. To be eligible for these orders, you must have a current stock of Petals Keepsakes (as substitution is not permitted on Keepsake containers).
HEARTFELT Best Seller
CHALK-IT
July/August Keepsake Offer Buy 3 cartons of Petals Keepsakes, and receive an additional carton free (you choose the 4th carton)! Your order needs to be placed with Petals by end of August 2020.
You can use the Keepsake containers for in-store orders and they will be a great way to increase margin with your local customers. They also make great promotional items! We have allowed $20 in the advertised price of the design for the Keepsake container. The Keepsake containers, wholesale to members at $66 (inc GST) per 6 pack carton plus freight.
Need to replenish your Petals Keepsakes? You can place your order by emailing keepsakes@petalsnetwork.com or order via the Petals Exchange. 9
eFlorist = Endless Ways to Customize Your Website
Change Your Website Design! There are 3 different eFlorist templates from which you can choose, and 5 different skins for each template. Personalize your store’s eFlorist site to fit your design aesthetic. View them on the Petals Exchange, under the eFlorist tools/templates. Choose a specialty banner to add some flair to your eFlorist site as well. View them on the Petals Exchange, under the eFlorist tools/homepage banners.
If you have any questions regarding your eFlorist website, please contact our eFlorist team: Australia - Phone: 1800 802 035 and select option 5 New Zealand - Phone: 0800 565 200 and select option 5 Email: eflorist@petalsnetwork.com
We at 7 Days Florist are very happy with our eFlorist website! It’s easy to read, process, and navigate. It keeps our buyers and visitors glued to our site, due to its many features: valuable and well-formatted content, attractive colour design, fast loading time, and effective navigation. It would be hard to imagine what the results would have been if we did this ourselves. Bottom line: we are reaping the benefits. Thank you Petals Network! Imelda and Sam | 7 Days Florist, Chermside, QLD
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2020 Winter Success Guide
The Colour Wheel and Colour Relationships The colour wheel is a great graphic tool for understanding the relationship colours have to each other. Essentially, a colour wheel takes the colours of the spectrum and presents them in a circle to express colour harmonies. A 12-hue colour wheel is standard in the floral industry. Artists use 24-hue wheels for greater colour understanding.
Related Harmonies YELLOW + WHITE (TINT)
YELLOW (PURE HUE)
YELLOW + BLACK (SHADE)
Analogous Colour Harmonies use colours that are alongside each other on the colour wheel forming a 90 degree angle. They literally flow into each other.
YELLOW - ORANGE (INTERMEDIATE)
ORANGE (PURE HUE)
RED - ORANGE (INTERMEDIATE)
Monochromatic Colour Harmonies use only one hue in varying tints, tones and shades.
Contrasted Harmonies ORANGE
BLUE
Complementary Colour Harmonies are two colours that lie directly opposite one another on the colour wheel. When complementary colours are placed next to one another, each appears more intense.
RED - ORANGE
YELLOW GREEN
Triadic Colour Harmonies are three equidistant colours on the colour wheel.
VIOLET (SPLIT COMPLIMENT)
YELLOW - ORANGE (HUE)
BLUE (SPLIT COMPLIMENT)
Split Complementary Colour Harmonies use a hue from one side of the colour wheel and the two colours that lie on either side of its direct opposite.
ORANGE
BLUE
YELLOW
VIOLET
Tetradic Colour Harmonies use two sets of complementary colours.
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3 Ways to Jump-Start Winter Promotions With the flurry of spring holidays behind us, winter 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 winter email campaigns encouraging them to send flowers for a winter 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 winter allows you to figure out what works best for your shop. Then leverage that proven strategy during the upcoming holiday seasons.
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2020 Winter Success Guide
Petals Network Quality Program Whatever the sentiment, say it with flowers. Quality is the heart and soul of the Petals difference. In order to continue to build consumer confidence and appreciation for the Petals brand, we are committed to evaluating how our member florists meet (and hopefully exceed!) consumer expectations. This is the overall objective of our Network Quality Program. As part of the Network Quality Program, on an on-going basis, member shop performance will be monitored and evaluated on the following criteria: Complaint rate Customer satisfaction Prompt delivery
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Save Time & Money every day with our Petals Exchange Spend less time on the phone and more time running your shop with the Petals Exchange next generation online order transfer system for our members. Bypass the fax and phone fees by using the Petals Exchange which is free for members. Accessing the Petals Exchange is easy and you will have loads of information at your fingertips. In the Dashboard on the Member Control Centre you, can quickly see a snapshot of: Total orders received for the month Total orders sold for the month Total orders generated from eFlorist for the month Most Importantly view any new incoming orders and messages. Simply accept and print the order or reject the incoming order. Â From the sidebar, you can send an order or a message relating to an order, look up your sent and received order history, set your shop open and close dates, download your monthly statements, print current international price list, and place an order for promotional materials and Keepsakes.
Petals Exchange also has tools that can help you dive deeper into your eFlorist site or POS system. For more information about changing over to the Petals Exchange, please email membership@petalsnetwork.com.
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2020 Winter Success Guide
Calendar 03 August
NT Picnic Day & NSW Bank Holiday
28 September WA Queen's Birthday
05 October
ACT/NSW/QLD/SA Labour Day
26 October NZ Labour Day
15 15
Pink Flora WN27
HELPFUL CONTACT NUMBERS Customer Service AU:
1800 802 035 hq@petalsnetwork.com
Customer Service NZ:
0800 565 200
Dial Options:
1 – Place an Order 2 – Existing Order Enquiry 3 – Membership team or email membership@petalsnetwork.com 4 – Accounts Team or email accounts@petalsnetwork.com 5 – eFlorist Website Team or email eflorist@petalsnetwork.com 6 – Keepsake Team or email keepsakes@petalsnetwork.com 7 – Petals Exchange Technical Team or email helpdesk@petalsnetwork.com 8 – Point of Sale Support Team or email possupport@petalsnetwork.com For Quality Complaints Team, please email quality@petalsnetwork.com