Retail Florist by Teleflora

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RETAIL FLORIST January 2019

Vol. 31, No. 1

IN THIS ISSUE:

Employee Performance, p. 2

New Year; New Brand?, p. 4

Flowers by Jennie Lynne, p. 8

Employee Performance Examine the Past to Improve the Future There’s more to each of your employees than the set of skills he or she displays every day. Each staffer comprises a unique collection of experiences, character traits, prior jobs and even past careers. Delving beneath the surface can help you build a stronger team that benefits from everyone’s strengths.

uring the hiring process, you likely evaluated candidates’ résumés to see how well they would fit a particular position. Had they done similar work before? Did their history seem complete and positive? The rest, at the time, was just extra information. It’s time to dust off those old documents. With the hiring decision long past, you can use those same records to help your current employees evolve. Look at team members’ pasts with a fresh set of eyes for the New Year. Glance over your employees’ education bullet points. Perhaps you’ll find an unexpected writing degree just in time to help with the store’s new Facebook campaign. Or a previously unknown accounting minor only months from tax season. College degrees represent years of intense training that your employee may not be using on the job—yet. Review employment histories, too, to look at specific job duties. Did your bookkeeper once create a filing system for a small business? Or perhaps a salesperson did some merchandising at a clothing shop. Maybe a floral designer worked in set design for a local theater. Look for special skills that can be beneficial to your shop. Often, employees will have received previous training or at-work experience that you can put to immediate use now. Finally, look over any special awards or accomplishments. These can reveal

an employee’s particular strengths especially well. People often do best at what they love.

WATCH AND LEARN Take stock of your employees’ job efforts over the past year. In which areas did they excel? Were there any tasks they accomplished beyond your expectations? Observe and take note of the way they interact with customers and their co-workers, too. Most likely, your workers have revealed some unique proficiencies in the course of daily tasks. Does one of your salespeople have a gift for calming irate customers? Or your floral designer has a talent for tiny details? Perhaps a deliver driver excels in highpressure problem-solving? These skills can be funneled into greater responsibilities for your team and growth for your shop.

The goal is to uncover hidden talents that the employees can put to creative use on the job.

GET TALKING Perhaps the most straightforward way to discover your staff’s strengths is simply to ask them. After all, employees know themselves better than anyone. Consider holding a brief, informal meeting with each member of your [ RETAIL FLORIST 2 JANUARY 2019 ]

team to kick off the new calendar year. Be sure to let them know the meeting is friendly and not related to a performance review—many workers clam up if they feel they’re being evaluated. Be clear that your goal is to give them the opportunity to use more of their skillset on the job. Put forth some open-ended questions: “When do you feel your strengths are being used the most?” “What skills do you feel you could use more often?” Give them the chance to speak positively about their passions. You may unearth a talent for interior design or fluency in a foreign language. Don’t limit the conversation to skills or interests tied directly to an employee’s current job. The goal is to uncover hidden talents that the employees can put to creative use on the job.

HELP THEM GROW Once you’ve learned more about your workers, encourage them to use their newly unearthed skills. List some of your shop’s goals for the future. Think about how your employees’ gifts may help fulfill these goals. For example, bilingual employees may be instrumental in starting an outreach effort to a new consumer demographic. They can help write advertising and work as a liaison to welcome new customers.

Employees with prior experience in marketing, graphic design or writing can work to strengthen your shop’s online presence. Give them a chance to let their creative gifts shine. Detail-minded employees can help create more efficient organizational systems. Take-charge types could be assigned greater leadership duties. Natural peacemakers may assist with challenging situations or hectic set-up days.

REALITY >> CHECK Questions and Answers for Your World

When does it make sense for me to get involved in conflicts between staff members? I have two employees who can’t seem to work in harmony.

To gain further insight into your team’s innate strengths, you may want to consider one of the many personality testing products available online. While these may be limited in scope, they can provide information in a clear and quantifiable way. Understanding what drives each team member may also help you improve the group dynamic. Not only will these employees be able to grow in new ways but they’ll also likely feel greater job satisfaction when their strengths are put to good use. They’ll appreciate the recognition for previously unnoticed skills. This translates to higher productivity and increased loyalty. So take a closer look at your shop’s team. You may discover some wonderful hidden gems. ■

When two employees don’t get along at work, it’s more than just an annoyance. It can be detrimental to your business. First, it creates an attitude of stress. Staffers who are walking on eggshells can’t tap into their maximum creativity. It also can negatively affect your shop’s brand. Customers are perceptive. If they hear a snide comment from one employee to another or notice that employees aren’t working well together, they will feel less confident your shop is able to deliver what you promise. If the disagreement between employees is due to job responsibilities, step in immediately. There’s no room for turf wars in a small business. Make sure everyone knows their responsibilities and to whom they report. If there is confusion over shared responsibilities, bring in all involved parties and get the issues addressed. If the conflict is personal, your role is a little more challenging. You don’t want to involve yourself in every workplace squabble. But at the same time, you can’t ignore behaviors that are negatively affecting your shop. To determine when and if you should get involved, ask yourself the following questions: • How important is the issue? If the conflict is trivial or doesn’t affect your shop, steer clear for a day or two. You can step in later if the discord continues. • How important is the relationship? If the disagreement will cause a serious breach between employees who work closely together, intervene to restore harmony for the rest of your staff. If the ongoing problems are related more to personality than work, you may have to set separate schedules when possible or get very frank that you expect them to treat one another with kindness and respect. If that doesn’t happen, you will have to rethink who works for you. • What would happen if you did nothing? Would the conflict fade away quickly or would it simmer on … or even grow? If it’s the type of problem that will go away with a little distance and time apart (say, a weekend off work), let it play out without your intervention. • What do you want to happen? If you have an outcome you want to achieve, think about how you can bring it about. Work on team building. Or pair the two workers in a joint project. Before you step in, take time to analyze the conflict—especially if it is reoccurring. Examine the situation from each person’s perspective and think about how solutions will affect everyone involved.

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New Year; New Brand? The REAL Importance of a Strong Brand

A strong brand identity is more than just an idea or a touchy-feely concept you promote on social media. A brand is a living, breathing thing that you must work hard to define, work even harder to develop and then strive to keep strong through the years.

onsumers seek “real” brands with “real” meaning. So what exactly is a “real” brand? It’s something that can provide meaningful differentiation and act as a surrogate for value, according to marketing expert Robert Passikoff. In layperson’s terms, this means that a “real” brand helps your shop differentiate itself from other places that sell flowers. It speaks to your unique offerings, your top-notch customer service, your ability to do same-day deliveries and anything else that makes your shop stand out from competitors. A real brand also speaks to the idea of value. Note there is a difference between “value” and “price.” A shop with a strong brand identity can sell things at higher prices. Because the perception of specialness, custom creations, personalized service, freshest flowers and artistic design is so high, consumers feel like they are getting a good value for their dollar, even if your flowers cost more than a shop with a weaker brand.

THE VALUE OF A BRAND As customers start the New Year with budgets stretched from holiday spending, they will examine every retailer on a purchase-by-purchase basis. They will ask, “What have you done for me lately?” If your shop hasn’t exceeded expectations, caught their attention on social media or actively pursued their business, they may spend their money with someone who has. Florists’ jaws have dropped as big-box retailers have slashed prices. Then slashed them again. Then added on a special discount or coupon to make prices even lower. Even the leanest-run florists can’t match these tactics. This is where the value of a real brand becomes important. Consumers will spend money on higherquality items that are longer lasting. Although fresh flowers may not immediately fit this profile, think of it in another way. The strong emotions generated from an artful arrangement delivered from a high-profile shop will be

worth the money. The lasting part of the equation is the human bonds flowers facilitate.

CAREFUL AND CAUTIOUS When developing a brand identity, think about today’s business realities. Customers are still looking for on-trend ways to say “thank you,” “I love you” or “I’m sorry.” And flowers do all of those things. But consumers react most positively to retailers who have a “careful chic” brand. That means the retailer is cognizant of budgetary concerns and shuns excess. But that same retailer also works hard to keep offerings fresh, chic and memorable. There’s an appealing balance of practicality and style. Companies that speak to these consumers offer something people want without sacrificing the environment or supporting unsafe labor conditions. One recent example is Patagonia. The company promotes luxury outerwear but has refined designs

Savvy retailers from a wide range of industries know the importance of a brand. With a strong and memorable brand identity, your shop will have credibility with shoppers and a presence in the marketplace. Your brand defines your shop and everything you stand for.

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“The primary focus of your brand message must be on how special you are, not how cheap you are. The goal must be to sell the distinctive quality of the brand.” —Kerry Light, Brand Strategist

to make less of a negative environmental impact. See the article on page 7 for more on this story.

BELIEVE ME A real brand is also a believable brand. Any shop can make a grandiose claim as its brand or mission statement. But if your actions, appearance and service don’t reflect those claims, the words aren’t worth the paper (or computer screen) they are written on. When choosing your brand attributes, choose ones that are true for your shop. Sure, you can aim high and reinvent yourself. But you have to stand behind what you claim. A brand will only grow and become “real” if it is followed by concrete actions. Consumers will decide what brand values and identities are believable, which makes it more important than ever for a brand to have authenticity paired with innovation. This thinking is why grocery shoppers are willing to pay more for a name-brand can of corn than a store-brand can. They perceive value in the name brand and are willing to pay more for it. The marketers have imbued these products with value.

COMMUNICATING YOUR BRAND As the options for promoting your shop through traditional channels

and via social media continue to grow, it’s essential that your message be relevant, useful and honest. Instead of blasting your shop logo and your mission statement all over your communications, include images of your work or real-life customer testimonials that support the genuineness of your brand. For example, if your brand identity speaks to your artistic designs, show beautiful work on each and every page of your website. Feature interviews with your top designers each week on Facebook. Develop an online slideshow of your most eye-catching arrangements. These “real” items will support your brand identity in believable and concrete ways. Instead of just promoting a brand, you are living it. Remember that customers are looking to you for a specific service. They have a need: they want to give a gift, beautify their lives or share an important emotion. They care about how you can meet this need. If you promote yourself as a shop that anticipates, meets and exceeds expectations, you are filling a need and putting your brand to work in the real world. ■

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Top 5 Brands What are the most effective and valuable brands in 2019? 1. Apple 2. Google 3. Microsoft 4. Facebook 5. Amazon What all of these brands have in common is that they dominate their respective sectors by having the best products and services. They have developed robust real-world brand identities that give them pricing power and drive demand, according to Forbesmagazine. Although you don’t have the global influence or unlimited coffers of these brand powerhouses, you do offer unique products and personalized services in ways no other retailers can match. For example, you can create designs specific to a person, interest or budget. You can provide delivery by a real-life human to almost anywhere in the country. Leverage these valuable characteristics to develop a strong local brand.

IDEAS IN BLOOM

everyday

have you heard? GALENTINE’S DAY Anyone who has binge-watched the comedy series Parks and Recreation on Netflix has heard of main character Leslie Knope’s favorite holiday, Galentine’s Day. Although it was a joke central to Knope’s value of female friendship, the term has taken on a life of its own in the years since the “Galentine’s Day” episode first aired. Celebrated on February 13 (the day before Valentine’s Day), Galentine’s Day celebrates female friendship. It is explained by Knope as “Oh, it’s only the best day of the year. Every February 13th, my lady friends and I leave our husbands and our boyfriends at home, and we just come and kick it, breakfaststyle. Ladies celebrating ladies. It’s like Lilith Fair, minus the angst. Plus frittatas.” There’s a lot of buzz about Galentine’s Day. A quick Google search will give you hundreds of ideas on how to celebrate it. If your young, hip customers are into this “fake” holiday, you should be, too. Promoting it on social media makes perfect sense. Create cash-and-carry bouquets for women to give to their best “gals.” Or hold a happy hour focused on female friendship. It’s a fun way to emphasize friendship before the typically romanceheavy Valentine’s Day that follows right after.

green

WRITE A SUSTAINABILITY PLAN Your shop may be taking strides to “go green.” But how formal are your efforts? Are you holding yourself accountable? Creating a sustainability plan for your shop can help you accomplish your goals this year. Put your plan in writing. Think of it as a “green” mission statement. It should include: • Goals for the shop in relation to reducing, reusing and recycling. Set measurable goals, such as lowering utility bills by X percent, composting XX pounds of product per week or recycling XX percentage of boxes. • Specific activities you will take to achieve these goals. • How you will evaluate your progress. • How and to what extent you will choose wholesalers and suppliers based on their sustainability activities. Once you have a written plan, you can share it with employees and post it on your website. Reference your plan when making business decisions. It will be good for the environment while also attracting eco-savvy customers.

RE AD IT. KEEP IT. USE IT.

Brand Identity Breakthrough

Want to make your floral

this book will be particularly interesting to florists looking to

offerings irresistible to consumers? Author Gregory V. Diehl

better their brand in 2019: “Why Identity Matters,” “Creating

argues that crafting a strong brand identity for your business is

Your Brand Identity” and “Telling Your Story to the World.” By

the first step in creating demand.

educating potential customers about your shop, your employ-

Although the appeal of your product is obvious to you, your

ees and your offerings, you can create demand.

audience doesn’t necessarily feel the same. That’s because

This book will also encourage you to step out of your com-

they don’t understand what you offer, how you offer it or what

fortable bubble to really think about what you are selling and

makes your shop different than the rest. Three sections of

why it should matter to someone else.

PHOTO CREDITS: www.istock.com/cover, bowie15 (675382458); p. 2, glebchik (937833998); p. 3, KatarzynaBialasiewicz (820600464), Track5 (157616573); p. 4, simarik (865828352); p. 5, YinYang (171321333); p. 7, CasarsaGuru (1015388186), photo_chaz (880394926)

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MORE ABOUT:

REAL-WORLD BRANDING A Case Study The article on page 4 states that the most valuable brands are authentic ones. Companies with strong brands make promises they can keep. These promises also align closely to what attracts consumers. Patagonia, a clothing company that offers a wide range of outdoor clothing, has redeveloped some of its outerwear to make less of an environmental impact. It has strengthened its already well-respected brand by creating “The Footprint Chronicles®” that allow consumers to learn details about the people and places behind the clothing they purchase. Patagonia says, “We promote fair labor practices, safe working conditions and environmental responsibility throughout the Patagonia supply chain.” Then they back up that real-world claim with facts. For its famous Nano Puff jacket, for example, you can visit the Patagonia website to learn about the factory in which it was sewn and the companies that provide the textiles contained in each jacket. The site talks about each supplier and how long they have partnered with Patagonia. For more information, see www.patagonia.com/footprint.html. Although this level of detail probably does not exist for retail flower sellers, wouldn’t it be great to walk your customers through the floral supply chain— especially for your organic offerings? Customers would love to learn where their flowers were grown and harvested, how they were transported, and what practices you follow for extending vase life through good care and handling. Your brand’s “realness” is bolstered any time you show how hard you and your suppliers work to offer the best products to your customers.

Sales Tip:

Handwritten Notes

Florists have a lot to be thankful for this year. A good holiday sales season. A well-trained staff. Healthy family and friends. The list goes on and on. Take some time this January to say thanks to the customers, neighbors, vendors and partners who made your holiday season successful. From the donut shop down the street that brought fresh donuts on an especially early morning to the customer who ordered over and over again, it’s time to share your appreciation. The best way to do that is with a handwritten note. It doesn’t have to be long or fancy. Just a few heartfelt lines on a beautiful card or note. If you don’t already have branded notecards, check out some of the extremely affordable custom stationery sites online like www.vistaprint.com. You can easily create high-style cards that match your shop’s brand identity. For your best customers, you may want to take the thanking a bit further. Send a small token of your appreciation in the form of fresh flowers. There’s no better way to promote the purchase of flowers than reminding customers why they love them so much in the first place. With these deliveries, go beyond the traditional enclosure card. Include one of your handwritten notes. Or if you have too great a volume to do that, at least sign your name personally to the computer-generated enclosure card. Use a different color of ink to make your signature stand out. Customers will appreciate the personal attention shown through a handwritten note. The art of giving thanks never goes out of style.

Retail Florist is published 12 times a year by Teleflora LLC. Annual subscription rate is $89.95 domestic and $129.00 (Canadian) in Canada. Copyright 2019 by Teleflora LLC. All rights reserved. Subscribers may use articles in other publications providing source is cited. Since every situation varies, appropriate legal or accounting advice or other expert assistance should be sought from a competent professional who understands the specific situation. Consequently, although published material is intended to be accurate, neither Teleflora LLC, nor any other party will assume liability for loss or damage as a result of reliance on this material. Opinions expressed are not necessarily those of Teleflora. Teleflora LLC, ATTN: Retail Florist, 3737 NW 34th Street, Oklahoma City, Oklahoma 73112, (800) 456-7890, (405) 947-3373.

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3737 NW 34th Street OKC, OK 73112

T O D AY ’ S E N T R E P R E N E U R

FLOWERS BY JENNIE LYNNE

dance of the flowers OWNER: Heather Towne LOCATION: Fairless Hills, PA SETTING: Fairway Plaza Shopping Center ESTABLISHED: 1985 EMPLOYEES: 3 full time; 5 part time FUN FACT: A bouquet of sunflowers named after the popular television show It’s Always Sunny in Philadelphia was last year’s most popular prom bouquet. WEBSITE: flowersbyjennielynne.com

RETAIL FLORIST JANUARY 2019

The average age of customers at Flowers by Jennie Lynne may be younger than those at a typical flower shop. “Many of our customers are students coming in to order flowers for dances and proms,” says owner Heather Towne. “We have five high schools and several prep schools in the extended area. Each school has a dance for every grade. From February dances to proms in May and June, the season lasts about five months, but I call it my favorite holiday. “For many 14- to 16-year-olds, it’s the first time they have ordered flowers from a shop,” she explains. “I love it that it’s the kids who come in to shop, not the parents ordering for them. Our customers love gems, glitter, tons of ribbon options, flowers tipped in paint—you name it. We’ve taken more than 150 photos of our corsages, headpieces, boutonnieres and designs for dances over the past two years. We created a look book and added photos to our website. Some teens like to coordinate Heather shares her expertise by teaching popular design classes. flowers for boutonnieres and corsages. In the last two years, hand-held bouquets often are chosen instead of corsages.” Teen employees create fun names for their designs, such as the recent “Midas Touch” for a gold corsage and “I’m Still Having Amnesia” for an amnesia rose corsage. Other hits have been the “PROMinently Tom” boutonniere and “You’ve Got a Heart of Gold” flowers dipped in glitter. “Prom work can be time consuming, but I love it,” Heather shares. “It was so much fun seeing my daughters and their friends getting dressed up for the dances and creating high school memories. Every girl gets to be a princess!” Heather also enjoys the other side of the designing spectrum—sympathy work. She says funeral design work is “bigger and more stylized,” and she uses the principles she studied in art education to pair colors and to plan and carve the lines of the arrangements. This eye-catching boutonniere is just a sampling of the creative For the last five years, Heather has taught a popular floral design extension class prom work that comes out of Flowers by Jennie Lynne. and recently offered a Christmas wreath class in the shop. The slots for students filled up quickly, so she hopes to offer more classes in 2019. Heather has served as Levittown-Fairless Hills Rotary Club President, Teleflora Unit President and a competitive designer on the stage of the Philadelphia Flower Show. “You can’t learn from looking at the four walls of the shop,” Heather says. “You can always improve your design skills. My staff and I love to work with new products and natural elements—midelino sticks, wood, cotton, linen ribbons, spray paint— they are tactile and fun to touch!”