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Inside: Four Principles for Growth, p. 18
Wild for Ranunculus, p. 20
SAF Schools Interior Designers, p. 30
january 2018 | volume 34 | number 8
FACE THE
FUTURE
Industry leaders get real
about challenges and
opportunities in 2018.
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january 2018 | volume 34 | number 8
22
WHAT COMES NEXT?
Floral Management asked industry leaders to share
their key challenges and opportunities for 2018,
and beyond. Here’s what they had to say.
30
AN INSIDE JOB
SAF arms interior designers with Mother
Nature’s original accent piece: FLOWERS.
22
34
GOAL KEEPING FOR THE FINANCIAL WIN
The new year is the perfect time to make plans,
and set goals, for the short- and long-term.
20 2
4
VIEWPOINT
WHAT INSPIRES US
18 GROWTH
20 FRESH CHOICES
4 MORE ONLINE 36 INDUSTRY NEWS
6 AD INDEX 38 FIELD TRIP
8 MEMBER FORUM 40 YOUR DIGITAL STRATEGY
10 SAF IN ACTION 42 BUSINESS OF DESIGN
12 SNAPSHOT 44 NEW PRODUCTS
14 SMART SELLING 46 CLASSIFIEDS
16 TALENT 48 QUALITY
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Viewpoint BY KATE F. PENN
BUILDING AN EVEN BETTER SAF
> During my first board meeting as CEO, also member engage-
SAF President Bill LaFever asked the board, ment is a big prior-
“If you were Kate’s best friend, what advice ity moving forward.
would you give her?” The question elicited Because it makes for a
THE FLORAL BUSINESS AUTHORITY
JANUARY 2018 | VOLUME 34 | NUMBER 8 all kinds of much appreciated wisdom stronger industry.
from a board that represents some of We know that
MARY WESTBROOK EDITOR IN CHIEF the most progressive businesses in our each segment faces
MWESTBROOK@SAFNOW.ORG
industry. One piece of advice in particular some pretty fierce
SHEILA S. SANTIAGO DIRECTOR OF PUBLISHING
SSANTIAGO@SAFNOW.ORG stood out, from Dr. Marvin Miller, of Ball competitive forces. Retailers must work
KATIE HENDRICK SENIOR CONTRIBUTING EDITOR Horticultural: “When you look in the mir- harder than ever to protect their online
FMEDITOR@SAFNOW.ORG ror, know who you are, as well as who brand with organic and paid SEO and
DESIGN AND PRODUCTION
you are not.” In other words, know my social strategy. That challenge just
BUSSOLATI ASSOCIATES
PUBLISHING ADVISERS
strengths, and be sure I surround myself got tougher as we’ve seen some non-
KATE F. PENN, SAF CHIEF EXECUTIVE OFFICER with people who possess skills I lack. local marketers get into the Google
DREW GRUENBURG, SAF CHIEF OPERATING OFFICER
A longtime believer in the management Local listings space. Wholesalers must
EDITORIAL OFFICES
SOCIETY OF AMERICAN FLORISTS adage “hire people who are smarter than work harder than ever to retain their
1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406 you,” I immediately appreciated Dr. Miller’s retail customer base and develop new
(800) 336-4743; (703) 836-8700; FAX (800) 208-0078
WWW.SAFNOW.ORG advice, but even more so as I lead SAF into markets — all while operating in an
ADVERTISING SALES the future. While I bring to the position a environment where last-minute buying
KELLI NILSSON journalist’s curiousity, an editor’s nose-to- has become the MO for many retailers.
KELLI@SAFNOW.ORG
214-291-3652 the-grindstone work ethic and a level of Growers must work harder than ever
MATTHEW THOMASSON compassion for our members that’s a result to compete with imported product,
MATTHEW@SAFNOW.ORG
of spending 30 years working for our indus- stay ahead of regulations and retain a
214-291-3656
try, it’s the collective and diverse talent and labor force amidst increasing minimum
FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS smarts on our SAF staff, combined with the wages and lack of immigration reform.
PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF),
THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND
immense braintrust within the SAF board The slew of storms and fires through
GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. and councils, that will enable me to lead the fall and early winter have created
STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE
THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL SAF in the work we have ahead. challenges for growers in certain mar-
POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS
POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND And we have some work to do. A kets, as has the legalization of cannabis
ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE major priority on my to-do list is to make in several states around the country.
IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL
RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A sure SAF is serving the needs of our All segments must work harder than
MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR
NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: members — you — to the very best of ever to attract and retain a talented
$4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN workforce, and deal with the peaks
PERMISSION.
our ability. From member surveys and
POSTMASTER
lots of direct interaction — and thanks and valleys of sales. The good news is
SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, to the longtime leadership of former that demand for locally grown product,
1601 DUKE STREET, ALEXANDRIA, VA 22314-3406. PUBLICATIONS
MAIL AGREEMENT #40589029. CANADIAN RETURN MAIL ADDRESS: CEO Peter Moran — I know we do many specialty flowers as well as foliage and
STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5.
E-MAIL: CPCRETURNS@WDSMAIL.COM. things well. I also know that there’s al- greens in weddings, has increased signif-
INSTRUCTION TO CONTRIBUTORS ways room for improvement. For every icantly. That’s a great opportunity for our
FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES SAF member who can tell you in no growers and our industry as a whole.
TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@
SAFNOW.ORG. ANY UNSOLICITED MATERIALS SENT, INCLUDING undercertain terms why they are an SAF Despite these challenges, I’m opti-
PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL
MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS member, there are probably two others mistic about this new role that I’ve been
OR ANY OTHER MATERIALS SENT.
who couldn’t even begin to articulate it. entrusted with. I’m excited to build on
FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE
SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG That’s a problem we need to address. the successful programs and services
LETTERS TO THE EDITOR An engaged member is someone who’s our members rely on — our publications,
WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND using our marketing tools and business SAF’s annual convention and Profit Blast,
YOUR OPINIONS AND SUGGESTIONS TO: FMEDITOR@SAFNOW.ORG.
education to drive sales — and grow their marketing materials, government relations
business. They’re attending our events so outreach and PR initiatives, including Petal
they can stay up on industry trends and It Forward, which saw record participation
meet new suppliers, customers and peers rates last fall. Likewise, I’m eager to work
— and grow their business. They’re tak- with our team, board and councils to de-
ing part in our lobbying efforts so that we velop new ones, so that all of our members
have a healthier, more productive industry. can not only navigate but thrive in today’s
The more engaged retailers, wholesal- competitive business environment.
ers, growers and suppliers SAF has in its
membership, the healthier the industry. So Kate F. Penn is the CEO of the
increasing not only member numbers but Society of American Florists.
2 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
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What Inspires Us
> Late last year, we reached out to in- it great and the issues — including many
dustry leaders with a series of questions: featured in this month’s story — that we
What challenges are you facing? Where all care about.
do you see opportunity? What about the As we mapped out this issue, we also
floral industry as a whole — what are the wanted to give readers some inspira-
big hurdles? Where’s the space to grow? tion and practical ideas to kick off the
The answers we received were wide new year. We’re thrilled to welcome Tim
ranging. People shared their viewpoint Huckabee back to the pages of Floral
on Amazon and millennials. Supply chain Management. Through his new column,
slowdowns, workforce development and Smart Selling (p. 14), Tim makes the case
rising costs. The requirements of digital that florists need to radically rethink how
marketing and new technology. They they sell flowers, and how they communi-
talked about a need to increase floral cate, train and empower staff. Each issue,
consumption year-round, not just around you’ll find Tim’s outlook in his column, casionally pretty wild — innovations
established flower holidays. And they but you’ll also find additional material happening at the breeder and grower
brought up the reality that consumers’ to complement his advice online. It’s an level — new techniques, inventions
expectations are shifting — and the fact interactive, info-packed endeavor, and we and ideas that help to improve flowers
that those expectations vary, sometimes want to hear how you like it. and plants, making them stronger and
greatly, by generation. We’re also really excited to have even more beautiful.
The answers were not, unfortunately, Manny Gonzales of Tiger Lily in Most important, this year, we want
silver bullets. We didn’t expect them to Charleston, South Carolina, as a con- to continue to hear from you. If you
be. Many of the issues broached in our tributing writer for our popular Growth have a comment, a compliment, a cor-
cover story on p. 22 have been topics of column (p. 18). This month, Manny lays rection or criticism, please let us know.
conversation for years, even decades. For out four principles he and his wife, Clara, Every interaction with our readers
many of the challenges, there really are have embraced to push Tiger Lily from makes us better. In fact, those interac-
no easy answers. a shop on the point of bankruptcy to a tions are our most important conver-
But here’s what we did find: Good thriving business with a dedicated, grow- sations. We look forward to hearing
discussions. Thoughtful and thought- ing customer base. from you this year and helping your
provoking perspectives. That was our Finally, we’re introducing a new business grow.
goal in this story. It’s a goal we intend column, Field Trip (p. 38). In this
to return to throughout the year, as we space, we want to tell you more about Mary Westbrook
cover the industry, the people who make some of the cutting edge — and oc- mwestbrook@safnow.org
More Online Additional resources on www.safnow.org
four more 1-day fall holiday more responsive valentine’s
profit blasts results reading day prep
SAF’s popular 1-Day Profit Blast is How did your shop compare Love to read Floral Management Valentine’s Day resources —
gearing up for four dates in 2018. to other retailers for the on the go? Now it’s even easier. you know you want them. SAF
The first stop on the educational fall holidays — Halloween, Floral Management now has a has free tools and advice that
roadshow is Omaha on Jan. 14. Check Thanksgiving, Black Friday, fully responsive digital edition. can help you stand out this
safnow.org/1-day-profit-blast to Small Business Saturday and Members can access new holiday. Check out safnow.
see if the can’t-miss event — packed Cyber Monday? Check out the issues at floralmanagement- org/ValentinesDay for web
with design, sales, technology results of SAF’s recent post- digital.com/floralmanagement. and social media graphics
and management education along holiday survey by searching and banners, tips on handling
with a Supplier Showcase — is “Fall Survey” at safnow.org. negative floral references, best
coming to a city near you! practices on getting reporters’
attention and so much more.
4 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 What Inspires More Online v3.indd 4 12/20/17 5:13 PM
Syndicate has partnered with Holly Chapple to create an exclusive collection of design mechanics
and compotes to complement and celebrate Holly’s signature, decadent look.
The line features two new design mechanics, affectionately known as the ‘egg’ and the ‘pillow’,
as well as beautifully-designed, luxe quality glass and plastic compotes.
available january 2018 • holly.syndicatesales.com
FM Jan18 What Inspires More Online v1.indd 5 12/15/17 5:14 PM
Ad Index
Build Your find what you need
You can also visit advertisers online at
Wedding Business floralmanagement.safnow.org.
Accent Décor 800-385-5114, AccentDecor.com . . . . . . . . . . . . . . . . . Inside Front Cover
Chrysal USA 800-247-9725, ChrysalUSA.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Congressional Action Days
703-836-8700, safnow.org/congressional-action-days. . . . . . . . . . . . . . . . . . . . . . . . 17
Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com. . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Postcards DESIGN MASTER color tool inc. 800-525-2644, DMcolor.com. . . . . . . . . . . . . . . . . . 3
4” x 6” SAF
7
MEMBER PRICE
Non-Member $ 95 Details Flowers 386-255-9594, DetailsFlowers.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Price: $15.95 pack
of 100
Back reads: Floral Greens Farmers of Florida. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Beautiful brides
and breathtaking
bouquets naturally go together. Georgetown Home and Garden 877-213-6279, GeorgetownUSA.com. . . . . . . . . . . 29
Contact us today, and we’ll make
your wedding picture perfect. Lovingly 800-533-1787, sell.lovingly.com/weddings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Poster SAF
2
MEMBER PRICE
22” x 28” Reliant Ribbon 800-886-2697, ReliantRibbon.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
$ 95
Non-Member each
Price: $4.95 SAF Fund for Nationwide Public Relations
800-336-4743 SAFnow.org/prfund . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39, 41
Here’s what you’ll find FREE
with your SAF membership Smithers-Oasis 800-321-8286, OasisFloral.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
at safnow.org/weddings:
■ Married to Perfection fliers, ads Syndicate Sales 765-457-7277, SyndicateSales.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
and more
■ Articles including How to Lure
Teleflora 800-421-2815, MyTeleflora.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Inside Back
Brides at Wedding Shows, Say “I
Do” to Do-It-Yourself Brides and
Multicultured Nuptials
■ Sample documents, such as
Pre-Consultation Letter, Wedding
Contract and Invoice
■ Tools like the Wedding Flower
Calculator and Wedding
Worksheet
■ Promotional ideas and advice
Ordering is easy!
safnow.org/weddings
6 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
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SAF Member Forum
Industry Members Weigh
In on SAF’s 1-Day Profit
Blast in Louisville
Get Social with Us > When an educational event is within
even 100 miles of you, mark your
calendar and attend. It will be worth
the travel time and minimal expenses
incurred. You’ll learn something, meet
new flower friends and share ideas, and
leave ready to take back new tools to
improve yourself and your shop. Make
the time. You owe it to yourself, your
staff and your clients.
Carolyn Minutillo, AIFD, EMC, Lavender Hill
Jeffersonville, Indiana
> I gained knowledge about how to bet-
ter market ourselves through Facebook. I
also appreciate knowing how we fall short
in selling and [how to improve] our phone
presentation as florists.
Natalie Combs, Green Thumb
Landscaping & Garden Center,
St. Anthony and Jasper, Indiana
> I can’t think of a good reason for any
florist not to attend a Profit Blast event in
their area. The education is always top-
notch, the events are well-run, and the
networking is incredibly valuable.
Follow SAF on social media for the latest news on SAF, members Ryan Freeman, Strider
Woodbridge, Ontario
and the industry, as well floral business tips and more:
■ Instagram.com/SocietyofAmericanFlorists > Everyone should attend and learn about
all aspects of our ever-changing business
in the floral industry.
■ Facebook.com/SocietyofAmericanFlorists Mark Vahrmeyer, Rosaflora
Dunnville, Ontario
■ Twitter.com/SAFdelivers
■ Youtube.com/SAFVision > Profit Blast is a good place to meet
people from the industry, learn what oth-
ers are doing, and how to become more
■ Flickr.com/SocietyofAmericanFlorists profitable.
Carlos Espinosa, Flowers2give
Ecuador
correction: In the October issue of Floral
Management, we misidentified the location of
Seville, Florida, in relation to Daytona Beach
(“Summer of Storms,” p. 30). We regret the
error — and thank Chaim Casper of Surf Florist
Inc. in Miami for pointing out the mistake.
8 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Member Forum v2.indd 8 12/15/17 4:40 PMAs Seen on
uBloom.com
Making Holidays &
Everyday Special
for Over 50 Years!
Visit Our Showrooms:
Atlanta Merchandise Mart Dallas Market Center Corporate Showroom
Building 1 #19-D9 WTC 358 540 East 42nd Street
Atlanta, GA 30303 Dallas, TX 75207 Paterson, NJ 07513
Phone 800-886-2697 • Fax 888-221-4686
www.ReliantRibbon.com • Info@ReliantRibbon.com
FM Jan18 Member Forum v2.indd 9 12/15/17 4:40 PMSAF in Action
PERSONAL STORIES PAY SCHEDULE AT A GLANCE
OFF ON CAPITOL HILL
Rosen explores Washington politics
> Every voice counts when it comes to from the inside out. Learn and laugh
persuading legislators to consider the
through the lens of this veteran TV
industry’s concerns. That’s why the
personality, journalist and author.
Society of American Florists invites you
*There is an additional fee to attend
to lobby with us during the 38th Annual
this event celebrating SAF’s Political
Congressional Action Days, March 12-13,
Action Committee. SAFPAC supports
in Washington, D.C.
SAF’s lobbying efforts and brings visibility
Legislative victories last year prove
to the floral industry by contributing to the
that sharing your stories with Congress
makes a difference: Soon after flo-
MONDAY, MARCH 12, 2018 campaigns of federal candidates. To learn
7:30-9 a.m. more, contact Drew Gruenburg at (703)
rists asked their representatives to
KICK - OFF BREAKFAST 838-5229; dgruenburg@safnow.org.
allot $250,000 to the Floriculture
Speakers: Jim Richards and
and Nursery Research Initiative, the
House Appropriations Committee
Todd Webster, Cornerstone TUESDAY, MARCH 13, 2018
Government Affairs 7:30 – 9 a.m.
wrote a recommendation doubling that
Two strategists on op- GRASSROOTS BREAKFAST
amount. Members’ warnings that a
posite ends of the political It’s your big day! Start with a pep talk
proposed border adjustment tax would JIM
RICHARDS
spectrum share “point/coun- from a member of Congress who ex-
cause the price of flowers to spike
terpoint” insights into how plains why it’s important for lawmakers
and devastate Main Street retailers
Washington works and the to hear from you.
brought it to a halt. And florists’ efforts
issues facing the nation.
renewed the call for comprehensive 10 a.m. – 5 p.m.
immigration reform. 9:30 a.m. – Noon CONGRESSIONAL APPOINTMENTS
To register, visit safnow.org/ ISSUES AND Tell lawmakers about how laws and
congressional-action-days. TODD ADVOCACY TRAINING regulations affect your business, em-
WEBSTER Find out how to talk about ployees and community. Wear comfy
key industry issues. SAF lob- dress shoes, and we’ll give you a wear-
byists explain the issues we’re taking to able flower and take you to Capitol Hill
Capitol Hill, and you get a hands-on lesson to visit congressional offices.
in effective Hill communications from pro-
10 a.m. – 5 p.m.
fessional lobbyist trainer Stephanie Vance.
Hospitality Suite at the Capitol Hill Club
Noon – 12:45 p.m. Sponsor:
LUNCH
Network and strategize with participants
from your state or region over lunch.
1:30 – 4:00 p.m.
NEWSEUM
During this unique networking event, we 5:30 – 7:30 p.m.
return to the Newseum for a conversation- DAY’S END RECEPTION*
inspiring experience. The Newseum’s
interactive exhibits deal with some of the SAF Congressional Action Days 2018 is
most vital incidents in history, using the in- underwritten by:
credible work of the free press as its guide.
Platinum Partner
6:00 – 9:30 p.m.
SAFPAC RECEPTION
AND DINNER*
Speaker: James
Rosen, Chief Washington
easy-peasy Molly Meulenbroek of Correspondent for the FOX
Gold Partners
Studley Flower Gardens in Rochester, JAMES News Channel
ROSEN
New Hampshire, who attended CAD for With deep historical
the first time last year, said, “It turned knowledge and a smart,
out to be a truly empowering experience honest perspective, James
to know my voice was heard.”
10 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
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SAF’S PETAL IT FORWARD WINS COUNTDOWN TO CUPID
DISTINGUISHED ASSOCIATION AWARD
> Journalists report the good, the bad
> The Society of American Florists was named a 2017 and the ugly of Valentine’s Day. Right
Power of A Gold Award winner for Petal It Forward. now, they’re in research mode, posing
The Power of A awards, presented by the American as consumers ordering flowers. If your
Society of Association Executives, recognize organi- shop’s looking great and your service
zations that distinguish themselves with “innovative, is impeccable, you’re sure to make the
effective and broad-reaching programs and activities grade on test orders (and look good in
that positively impact America and the world.” news stories). For interview tips and
Jennifer Sparks, SAF’s vice president of market- more, visit safnow.org/vday.
ing, said the award application was based on SAF’s Additionally, gift competitors love to
2016 Petal It Forward effort, which included 264 hype “forget flowers” in their Valentine’s
events in 232 cities in all 50 states. “Who knew at Day advertisements. As the voice of the
the time that our 2017 Petal It Forward participation honored “It was important industry, SAF sets the record straight
to us to show the association
would more than double?” she said of the October 11 community a prime example with the advertiser. See an example of
event, which included 573 local efforts in 467 cities of the strength, generosity negative publicity? Report it to SAF’s
nationwide plus Canada. and dedication of the Jenny Scala at jscala@safnow.org.
Petal It Forward is supported by the SAF Fund floral industry to make the
for Nationwide Public Relations, which supports na- world a better place,” said
SAF’s Jennifer Sparks.
tionwide PR efforts that promote flowers and florists
to consumers through groundbreaking research and media outreach, as well as
AboutFlowers.com and AboutFlowersBlog.com.
DETAILS FLOWERS PARTNERSHIP DELIVERS
MEMBER SAVINGS
> To help members build stronger,
more profitable weddings and events,
the Society of American Florists
has teamed up with Details Flowers
Software.
The Details platform streamlines
proposals, simplifies the payment
process, and ensures clients are prof- be nice As the voice of the floral industry,
itable down to each arrangement. the Society of American Florists contacts
Through a new partnership, SAF companies that disparage flowers and
asks them to reconsider their marketing
members who have never signed up approach, such as we did with the Buca
for Details can receive a 14-day free new benefit Mary McCarthy, di Beppo restaurant chain last year.
trial and a 15 percent discount on the AIFD, of The Blooming Idea in The
full-price monthly or annual subscrip- Woodlands, Texas, noted that
tion rate for the software. the conversion rate from bridal
“We want to help SAF retailers and corporate proposals has SAF DUES ANNOUNCEMENT
increased dramatically since she
compete — profitably — in the expand- became a Details subscriber. The SAF Board of Directors approved
ing and highly competitive weddings a 3 percent dues increase for 2018
and event arena,” said SAF CEO Kate Penn. so the association can continue to
Growers and wholesalers also benefit with business from florists using provide the quality content and practi-
Details. Wedding flower orders are generated and communicated easily to cal products and services members
suppliers in the Details platform. value and expect. Dues are not tax-
“Details is your silent but financially savvy business partner,” says CEO deductible as a charitable contribution
and Founder Corrine Heck. “We’re helping to make sure that our florists are by may be reported as an ordinary and
profitable on every event. Our team is looking forward to helping more mem- necessary business expense (except
bers of the SAF community.” 16 percent, since it constitutes SAF’s
Use invitation code SAFrewards at detailsflowers.com. For information direct expense for lobbying activities).
about SAF’s business partners, discount programs and services available Questions? Contact Krissy Doyle at
through membership, go to safnow.org/business-discounts. kdoyle@safnow.org.
The magazine of the Society of American Florists (SAF) 11
FM Jan18 SAF In Action v4.indd 11 12/19/17 12:45 PMsnapshot Blumz by…JRDesigns HOLLY, MICHIGAN
nice and balanced The sage green
color on the building’s exterior was pre-existing.
Yelverton and Raska liked the soothing shade.
The rest of the outside required a bit of TLC. “A
little power washing of the cedar shingles on the
awning, a little cosmetic redesigning of the doors
and windows to make them more balanced and a
brand-new sign put us in shape,” Yelverton said.
They plan to add window boxes soon. In the back
of the store, they replaced the original door with
a glass version, to allow for more light and create
a second entrance. “That change also allowed
us to add a ramp to the sales floor for clients
who may have difficulty with steps,” he said.
12 FLORAL MANAGEMENT | JANUARY 2017 | WWW.SAFNOW.ORG
FM Jan18 Snapshot v2.indd 12 12/19/17 12:46 PMBY MARY WESTBROOK Snapshot
A New Space That
Already Feels Like Home
> Not long ago, Robbin Yelverton, AAF, AIFD, CF, MCF, PFCI, and Jerome
Raska, AIFD, AAF, PFCI, CF, realized they were ready for a change —
namely, moving from their 4,000-square-foot home to new digs about
a quarter of that size. That required serious downsizing —“purging,” as
Yelverton put it — yet some of their most treasured possessions (dining
room table, china cabinet, coffee table, dresser) found a home almost
immediately in their newest store. The shop in Holly, Michigan, is the third
location of Blumz by…JRDesigns, a business that also has shops in nearby
Ferndale and Detroit. The building dates to the 1800s and was used to
service horse-drawn funeral hearses before becoming a hardware store,
a restaurant and, most recently, an antique shop. “It was only right that
we kept the eclectic historic feeling,” said Yelverton. “Jerome and I are
from small towns. Coming to Holly was like going back home.”
historic feel The Holly store
has approximately 2,300 square feet
of showroom and design area and an
open floor plan. “Our merchandise
is similar in all three stores, but
the way it is displayed is different,”
Yelverton said. “Each community,
from the urban lofts of downtown
Detroit to the funky vibe of Ferndale
and the small-town historic nature of
Holly, plays to a different audience.”
details matter Yelverton and Raska have
purposefully retained the integrity of the older
building. “I love the feeling of heritage, history
and village life that the store still maintains
even after our changes,” Yelverton said. “From
the original tin ceiling in the front entrance, the
chandelier, the repurposed doors and windows
used throughout the store to the hand-carved
wooden beam that we found behind the drop
ceiling tiles that support the floor above.” A side
door connects to the store’s neighbor, Holly
Antiques; customers can go back and forth
between the businesses. “We’re told that the
antique store is haunted,” Yelverton added with a
laugh, “but we have yet to meet the ‘occupant.’”
The magazine of the Society of American Florists (SAF) 13
FM Jan18 Snapshot v2.indd 13 12/19/17 12:46 PMSmart Selling BY TIM HUCKABEE
This is the first in a 10-part series aimed at empowering Floral Management readers to build a foundation
No. 1 month by month, sale by sale, for higher sales, more confident employees and happier customers.
LET YOUR CUSTOMERS SPEND MORE!
> Nearly every florist I’ve ever worked with doesn’t qualify as a productive meeting.
has heard this complaint: “I was so disap- Floral industry owners and managers
pointed. The arrangement wasn’t at all what are often reluctant to hold meetings. They
I thought it would be. If I had just been told worry that the meetings will turn into a com- SMART
that I needed to spend more, I would have!”
That feedback cuts me like a knife,
plaint-fest or that staff won’t participate,
and the meetings will be a waste of time. SELLING
because the customer is saying the flow- But let’s leave those worries in the past.
ers were pretty, fresh, fragrant and well- Conducting regularly scheduled, productive
designed, and that they arrived on time and meetings is relatively easy with a little ad-
lasted, but the customers is also saying that vance planning and some strategy. Here are
the florist didn’t meet their expectations some tips:
on size. (Subtext from the customer: “I was Timing. Choose your dates now for the
undersold.”) rest of the year and post them on a shared
Ironically, customers do want to spend calendar. You may meet once a month or on
more — we just don’t let them! (The one any schedule you like; however, I suggest
call I’ve never heard of is the customer who four quarterly dates as the bare minimum. “Ironically, cus-
says, “This arrangement is TOO big and After hours is the optimal time to hold your
TOO beautiful. Please come and pick it up!”) meetings so you’re not interrupted by cus-
tomers do want
Why are we SO afraid to offer custom- tomers or vendors. (Yes, you have to pay to spend more
ers the chance to spend? We hate talking your staff for their time, and make sure they
money. We’re afraid to hear “no.” But sell- know it!) I recommend aiming for an hour. — we just don’t
ing is our business. “Sales” is NOT a dirty You can always let them go early. let them!”
word. Topics. Tell your team ahead of time why
To survive, we have to do better. If you you have all-staff meetings: to gather as a
really want to improve sales, you can’t start group and discuss running the store more
with the final transaction. You need to break efficiently, covering everything from sales
bad habits that are ingrained in every de- and service to upcoming holidays, customer
partment — sales, design, delivery and man- feedback, new designs and trends, and
agement — throughout the year. more. Explain that you want, need and look
That’s where this column and its online forward to their feedback and participation.
complement at floralstrategies.com/SAF Follow Up. The day after the meeting,
come in. This year, I want to challenge you provide written minutes (a bullet-point
and your staff to do a better job selling and recap is fine) so there is accountability and
to let customers spend at 2018, not 1998, an action plan for topics covered.
levels! Each month, I’ll present a topic in this still skeptical? That first meeting will
space, but there will also be more — lots run more smoothly and be more fruitful than
more — online to augment and expand the you think, I promise. If not, call me, and I will
topic, giving you tools, coaching, inspiration set up a webinar session and hold the next
and Tim-style tough love! store meeting with your staff myself! You’re Not Done
Reading!
First up: Let’s talk Tim Huckabee, FSC, is the president of Head online to
staff meetings. FloralStrategies, which provides customer floralstrategies.com/SAF for
what’s happening: When I ask most service, sales and POS system training to downloadable tools, including
owners about how often they hold store retail and wholesale florists. handouts for staff. This month,
meetings, I get a glazed, fuzzy stare, or they tim@floralstrategies.com you’ll discover additional
tell me about an impromptu session they information on meeting topics
organized right before Valentine’s Day. No and ensuring staff attendance,
agenda. Five minutes max. Certainly no along with a sample meeting
follow-through. agenda. Plus, visit safnow.org/
what should happen: By my definition, moreonline for a video primer
a quick pep talk two weeks before a holiday on this topic.
14 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Smart Selling v4.indd 14 12/20/17 11:43 AMFM Jan18 Smart Selling v2.indd 15 12/15/17 5:08 PM
Talent BY MARY WESTBROOK
PRACTICAL HR
#MeToo at Work?
Sexual harassment has been
in the headlines a lot recently.
Unfortunately, it’s nothing new.
There are two types of sexual
harassment, as defined by Title
VII of the 1964 Civil Rights Act:
Quid Pro Quo
EMPLOYEE SPOTLIGHT Unwelcome sexual advances
and requests for sexual favors
charity reel in exchange for something
else from a supervisor to a
Sales Associate
subordinate.
Mayesh Wholesale Florist
Houston Hostile Work Environment
Harassment that has the pur-
pose or effect of unreasonably
> Twenty years ago, Charity Reel joined zation’s brand guidelines. Anybody who can interfering with an individual’s
Mayesh Wholesale as a “young, impres- do that well is someone I’m interested in.” work performance or creating
sionable person who knew nothing about an intimidating, hostile or of-
the floral industry.” At the time, she was The qualities I look for in fensive work environment. This
working for Airborne Express, a competitor potential employees: can include jokes, text mes-
of FedEx and UPS. She pitched Mayesh on “Passion. One of my most rewarding sages, posters, etc.
the cargo air company’s services — and was hires worked at a local sandwich shop. She kept
turned down — but the national sales man- trying to get me to try their pastrami sandwich. How can owners and managers
ager called her later: Any chance Mayesh I’d turn her down, and she’d persist — ‘Oh, but prevent sexual harassment at
could hire her? Reel has spent her entire you’ve never tried our pastrami! It’s the best!’ work? Create an atmosphere
floral career based in Los Angeles, where a Finally, I explained to her that I’m a vegetarian. where it doesn’t happen:
big part of her job started in sales, scouting, By that point, I’d seen her enthusiasm and work • Address harassment in
developing and sustaining new custom- ethic. I never poach employees directly, but I your employee handbook.
ers. She worked her way to sales manager gave her my business card and said, ‘I’m looking Define acceptable and
and applied those same skills to help build for people who have your work ethic. Do you unacceptable behavior and
the sales staff of the company’s L.A. ship- have friends or family looking for a job?’ Usually, detail how and to whom
ping division. She heads to the company’s when I do that, the person calls me soon after.” employees should report the
Houston branch this month, to bring her harassment.
skills to a new market and a local, versus na- The reason I don’t look • Model and communicate
tional, sales floor. for quick fixes: the behavior you want to see
“I’ll observe a potential hire several times be- from employees.
How I find great salespeople: fore handing out a business card, and once we • If you see inappropriate
“I beat the streets. I go to places with a have a new team member, I give that person my behavior — from employees
stressful, multi-tasking environment — the heart and soul for a year, training them, helping or customers — take action.
Starbucks drive-thru. I watch and observe. them understand the industry, teaching them Stop the behavior. Don’t
I understand that world: I was a 15-year-old about our company and what we stand for. I wait for a complaint.
once, working at Wienerschnitzel, running think that time commitment is part of the rea-
the fry machine. It’s not a rewarding job. You son we have such low turnover. It’s a little like Glenna Hecht, SPHR, is a
don’t make much money. You have to be raising kids. Set regular benchmarks. Be clear speaker, trainer, consultant and
happy and enthusiastic. You’re dealing with on expectations. There aren’t any shortcuts.” author. Follow her HR blog at
a computer system, perishable product and glennahecht.com. Glenna@
customers — and you’re following an organi- Read more from Reel at safnow.org/moreonline. glennahecht.com
16 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Talent v3.indd 16 12/19/17 12:48 PMAdvertiser
Full Page Ad
7.25”x10”
p.17
FM Jan18 Talent v3.indd 17 12/15/17 4:22 PMGrowth By Manny Gonzales
Four Lasting Principles for Growth
> Twenty-two years ago, my wife, By then we had a couple kids, a great they thrive. If we as owners and man-
Clara, and I started our flower shop, reputation, and a profitable business. agers follow the 4Ps daily, we do, too.
Tiger Lily, mostly because we were We’ve met so many great floral folks We believe the clear distillation of
looking for jobs. in our career — people who know a lot these principles has been central to
At the time, the hotel where I’d more than we do about the industry, our growth. Before we hire someone,
worked for 12 years had just been sold. from growers to distributors to whole- and periodically thereafter, we talk
Clara was losing interest in her banking salers and retailers. We’ve also learned about the importance of the 4Ps, and
career. We were married, but no kids that it’s easy to get overwhelmed. In we remind each other about them, too.
yet. We were at a crossroads. The one many ways, the industry and retail have In no particular order, our 4Ps are:
thing we knew was that we wanted to changed dramatically in the last two Productive. Always be productive.
stay in our beloved Charleston, South decades. On the other hand, owning Have fun, chit-chat, but stay produc-
Carolina. Maybe we should pursue the a small business is still about value, tive. We all have a lot to do, and we all
American Dream of owning a small quality and relationships, just as it was want to be home for supper. Our staff
business? Really, how hard could it 2,000 years ago, when people traded almost always leaves on time or earlier.
be? Looking back, we were just smart food and fabrics under tents. Even during the busiest holidays, it’s
enough, and just naive enough, to rare for us to work past seven.
make it work. Punctual. When you’re supposed
We looked at a couple businesses to be at work, be at work. It doesn’t
to purchase and soon narrowed our matter how good you are; if you’re not
choices down to a gift shop and a here, you’re not helping.
florist. Our selections were based on
price: the lower the better. We de-
“Maybe we Positive. Always be positive, es-
pecially when things aren’t going well.
cided on the florist because Clara had
recently finished a six-session flower should pursue the It’s easy to be happy when it’s payday,
but being positive is critical when the
design class at our local community flowers are wrong, deliveries are late,
college. A couple months later, we
were the proud owners of a failing
American Dream and the phone keeps ringing. Positivity
breeds positivity. Negativity works the
flower shop: Tiger Lily.
The store had one employee, a of owning a small same way.
Professional. Our goal is to be the
part-time, know-it-all college student best florist in our town, period. Not
who came in late every day with wet
hair. The previous year’s sales were
business? Really, only the best place to buy flowers but
also the best place to work. We tell
$150,000. The delivery van wouldn’t
shift past third gear. The store was filled how hard could it employees to be nice. Pay attention.
Look good. Don’t swear. Smile. Learn.
with beautiful poinsettias — in January. Teach. Be honest. These are the traits
Let’s just say we overpaid for the shop.
It was the first of many mistakes.
be? Looking back, of a professional. If you’re not a pro,
you’re a hack. Hacks can work some-
That first month, I would stand in
front of the cooler and try to remember we were just smart where else. We want a team of pros.
As we enter the New Year, Clara and
the names of the flowers. I didn’t know I have big plans. Some will go well, some
a gerbera from a glad. Clara threw her-
self into design and thankfully became
enough, and just won’t. We’ll have to adjust, adapt and
overcome, but we’ll still follow the 4Ps,
pretty good quickly. Still, we system-
atically made every mistake we could naive enough, to no matter what, and that commitment
will help us face any new challenge.
possibly make. But we did learn from
those mistakes and tried not to make
them twice.
make it work.” Manny Gonzales
As we learned, things started turn- owns Tiger Lily Florist
ing around and sales increased. We in Charleston, S.C.,
still weren’t making money though, with his wife, Clara.
and we were working more than we Among other honors,
could have imagined. Our friends Over the years, we’ve boiled down Tiger Lily has been
thought we were nuts. We almost the critical elements of our success to voted “Charleston’s
went out of business. Twice. We per- the “4Ps,” a set of principles that guide Best Florist” for 18 consecutive years.
severed. When the dust settled after all of our interactions and decisions. If Manny and Clara live in Mount Pleasant
a few years, we knew we’d made it. our employees follow the 4Ps every day, with their kids, Luke and Ruby.
18 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Growth v2.indd 18 12/19/17 12:44 PMFM Jan18 Growth v2.indd 19 12/19/17 12:44 PM
Fresh Choices Trend-setting tips for buying fresh cut flowers and greens
Ravishing Ruffles
> During the last decade, ranunculus has become However, many florists, including Sharon McGukin,
a popular motif in fashion and design, thanks AAF, AIFD, PFCI, author of “Flowers of the Heart,” harbor
largely to Rifle Paper Co., which has grown from mixed feelings about ranunculus. “I love the concentric
a boutique stationer in Winter Park, Florida, to a circles, which provide a demure and luxurious aesthetic,
lifestyle brand that’s collaborated with numerous perfect for weddings,” she said. But historically, the
national companies, including Paperless Post, J.Crew, flower has been a bit of a gamble for designers. “I’ve
Anthropologie, L’Occitane en Provence and Keds. received some that were strong and luscious and
As a result, consumers across the U.S. have come others so weak-stemmed, they were a lost cause,” she
across calendars, journals, phone cases, pillows, tote said. “There was no rhyme or reason.”
bags, candles, coasters, wallpaper, sneakers and Breeders have taken this criticism under consideration
even temporary tattoos that sport a distinctive floral and come up with a new technique to tackle the
pattern with a certain ruffled bloom. problem of inconsistency. “The biggest breakthrough in
“It’s the new fave with my clients,” said Parie the world of ranunculus has been the way we propagate
Donaldson, president of Parie Designs in Amarillo, Texas. bulbs,” said Henk Onings, owner of Onings Holland.
“It has a devoted fan group, that’s for sure,” echoed Previously, this was done exclusively through seeds,
Ami Harbig, CFD, a designer at The Flower Garden in “an inexpensive method,” he said, “but it did not result
Saugerties, New York. “We have a few customers who in a homogenous lot of flowers.” In the past few years,
only want ranunculus.” Fortunately, she added, they Biancheri Creations in Italy developed a system for
understand they’ve fallen for a premium flower that the cloning bulbs. “Now, the perfect variety — one that’s
shop does not always keep in stock, “so they give us a not just pretty, but strong and productive — can simply
good heads-up before they need the order.” be copied,” Onings said. At the same time, Biancheri has
Susan McLeary, owner of Passionflower, in Ann Arbor, focused on maintaining a strong mother plant stock to
Michigan, whose floral jewelry pervades Pinterest, adores improve ranunculus varieties still produced by seed.
small varieties with a tight petal structure, which pair nicely Katie Hendrick
with succulents, orchids, muscari and waxflower. “It’s easy khendrick@safnow.org
to glue to a cuff, ring or necklace, and it instantly increases
the piece’s perceived value,” she said.
‘cloni firenze’ ‘cloni success commedia’ ‘cloni venere’
El Milagro El Milagro El Milagro
20 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Fresh Choices v3.indd 20 12/15/17 4:49 PMFresh Choices
‘theseus butterfly’ ‘hades butterfly’ ‘phytalos butterfly’
Florabundance Florabundance Florabundance
‘cloni success grand pastel’ ‘cloni success lambada dettaglio’ ‘cloni success rosado’
La Marca Flowers La Marca Flowers La Marca Flowers
‘elegance cappuccino’ ‘cloni pon-pon silente’ ‘pink perfection’
Mayesh Wholesale Mayesh Wholesale Mayesh Wholesale
‘elegance bianco’ ‘cloni pon-pon luna’ ‘cloni success fragolino’
Onings Holland/Biancheri Creations Onings Holland/Biancheri Creations Onings Holland/Biancheri Creations
The magazine of the Society of American Florists (SAF) 21
FM Jan18 Fresh Choices v3.indd 21 12/15/17 4:49 PMStaying Updated
on Tech
Finding
Talent
WHAT
NAVIGATI N G
U N CE RTAI NT Y COMES
NEXT? Selling More
Flowers
Floral Management asked industry
leaders to share their key challenges
and opportunities for 2018 and
beyond. Here’s what they had to say.
BY MARY WESTBROOK
Attracting
Millennials
COMPETING
WITH
DISRUPTORS
22 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Feature 1 v3.indd 22 12/20/17 5:15 PMThe economy is good. The geopolitical
scene is less certain. Consumers
are confident. They also have more
choices than ever, and they still
spend far differently on flowers by
generation. Social media and the
internet give small business owners
tools they never dreamed of — those
same tools, though, often require high,
sometimes overwhelming, levels of
time and energy to maintain. Certain
costs are higher, some supply chain
standbys and standard processes are
changing, and employees — reliable,
dedicated workers — are still tough to
find and keep, a tough predicament HELPING THE INDUSTRY STAY COMPETITIVE
as some longtime floral industry kate penn ceo, society of american florists
members get a little grayer and look to I’m excited about: “Consumer confidence is at its highest level in
pass the torch to the next generation. 17 years, while unemployment is also at its lowest in the same time
frame. This recent consumer confidence, coupled with a strong
labor market survey, suggests that 2018 could be a strong year for
Welcome to 2018, a new year with
the industry.”
plenty for the floral industry to be
A challenge for the industry: “The impact of hurricanes and fires
excited about and also no shortage of through the last quarter of the year will linger well into 2018 for
challenges (new and long-standing) industry members in and served by suppliers in those markets.
Industrywide, health care and labor costs are rising for all seg-
to work through. ments. Finding talent is a challenge all segments can relate to —
some say it is the industry’s biggest issue.”
Floral Management recently
I think a lot about: “The quality of our industry’s product has never
reached out to heads of national been better, thanks to research that’s led to better breeding, grow-
companies and groups and some ing and post-harvest practices. But businesses are plagued by
peaks and valleys. We have to level those out, but that’s not going
of our longtime volunteer leaders to happen until we get consumers thinking about flowers year-
to find out what they are worrying round, with a national promotion order.”
about, strategizing over and feeling One more thing: “We know that increased mobile purchasing
good about in this new year. What creates opportunity for our industry — it’s where retailers are
seeing the biggest gains. We’ve been preaching mobile for five
we found: full to-do lists and years now, and it’s great to see so many retailers seeing growth
measures of both optimism and here. Driving in-store traffic has been more challenging, but
there’s lots of evidence that millennials appreciate a unique in-
caution. What we didn’t find: easy store experience — and the fact that Amazon is buying brick and
answers or quick fixes. mortar suggests it’s not dead.”
The magazine of the Society of American Florists (SAF) 23
FM Jan18 Feature 1 v3.indd 23 12/20/17 5:15 PM> WHAT COMES NEXT?
“Baby boomers now
have other priorities
that may limit floral
spending. We need
to look toward the
next big generation of ADJUSTING TO REDUCED
floral purchasers — AIR CARGO CAPACITY
millennials.” marla o’dell
renato cruz sogueco president, wholesale florist &
florist supplier association
vice president, sales and marketing,
css industries — berwick offray
I’m excited about: “I see whole-
salers embracing technology like
never before. They’re using it to
manage inventory and inventory
turns, communicate and conduct
EVANGELIZING DIGITAL MARKETING business transactions with sup-
pliers and customers, and stay
renato cruz sogueco
engaged and relevant with their
vice president, digital strategy and education, bloomnet
customer base.”
I’m excited about: “Floriology recently launched a new program
A challenge for the industry:
to help florists drive more website sales by assisting them with
“The biggest concern I hear about
search engine optimization, blogs, social media posts, search
is the uncertainty with South
marketing, and ratings and reviews. It’s a culmination of the best
American air cargo capacity and
digital marketing practices I’ve explored and developed over my
subsequent rates. This challenge
career, including two decades at the Society of American Florists.”
will cause a ripple effect through
A challenge for the industry: “More intense online competition, the industry in both product avail-
not only from other online floral businesses but from other gift ability and pricing.”
categories and, of course, Amazon, along with the need to market
I think a lot about: “The floral
to mobile customers. The danger in this noisy marketplace is that
industry is uniquely positioned to
flowers as a gift choice will become less top-of-mind.”
differentiate from the mass mar-
I think a lot about: “When florists don’t invest in online ads in ket with both their fresh and their
their local markets, it’s even more cost-effective for national mar- hard goods offerings. Consumers
keters to advertise in almost every market, since online advertising are hungry for that uniqueness,
is a bidding system. National company ads appear at the top of the but we have to keep one eye
search page, where customers are most likely to click. Even more on the ‘Amazon ball.’ We know
dubious: These advertisers know the top florists in every market, Amazon’s distribution capabilities
and they use their business names as keywords. Consumers click are phenomenal and its pock-
on a competitor’s ad, thinking it’s their florist. Florists lose that ets are deep. We can’t become
order or fill it at a discount, which funds the advertiser’s business.” complacent.”
One more thing: “Florists for the past two decades have relied One more thing: “I’m amazed at
on baby boomers as reliable floral customers, but these custom- the willingness of all wholesal-
ers now have other priorities that may limit floral spending. We ers to share information. I hear
need to look toward the next big generation of floral purchasers some smaller wholesalers com-
— millennials. That requires education, in business practices and ment, ‘WF&FSA is just for the big
design style, but florists who can cater to the tastes and tailor guys.’ The ‘big guys’ are right there
their services to the needs of different generations will be the sharing information as well. A ris-
most successful.” ing tide lifts all ships.”
24 FLORAL MANAGEMENT | JANUARY 2018 | WWW.SAFNOW.ORG
FM Jan18 Feature 1 v3.indd 24 12/20/17 5:15 PMTAKING ON DROP SHIPPING
jeff bennett
president, teleflora
I’m excited about: “In 2018, we’ll complete the roll-
out of our new web hosting platform for florists —
leveraging the Oracle e-commerce platform, which
offers enhanced performance and greater capabili-
ties, all while maintaining flexibility for florists to be
FIGHTING FOR DRIVERS as hands-on or as hands-off as they choose.”
david armellini
A challenge for the industry: “The rising costs
saf wholesalers council
of customer acquisition, and intense competition
president, armellini express lines
online, particularly in search engine marketing. It’s
I’m excited about: “As of Dec. 18, 2017, all truck difficult for most shops to navigate this effectively.
carriers had to start using electronic logging de- Another significant challenge longer term will be
vices, which track when you start driving, when you same-day fresh flower delivery, as more florists
stop, your route; and a lot more — all to ensure you go out of business. Over 5 percent of florists close
are following federal hours of service regulations. their doors every year. We expect that will continue
We’ve been using them since 2009, but that put us in 2018. It pains us to see long-standing local busi-
in the minority — only about 40 percent of trucks nesses close.”
on the road were using them before the Dec. 18
I think a lot about: “The sheer magnitude of drop-
deadline. If you are tracking with paper, it’s easy to
ship flowers. Shop owners don’t seem to realize that
stretch the truth. This will level the playing field.”
hundreds of millions of dollars are bypassing local
A challenge for the industry: “Airlines have re- florists today. Consumers aren’t typically aware
viewed their overall business plans, and they’ve these brands are sending ‘flowers in a box,’ which
found that other industries pay [carriers] more, requires the recipient to assemble them themselves.
so they’ve raised rates, and they’re providing less It’s important for us to maintain a positive message
service. Our industry was spoiled in the past with about flowers to the consumer. It’s risky to directly
next-day service from South America from three advertise ‘boxed flowers are bad’; many consumers
different points, six days a week. We won’t see only retain part of an ad message, and they might
that again anytime soon. In addition, if our indus- misconstrue it as ‘flowers are bad.’ We would rather
try could come up with a standardized box size, speak positively about the flower-buying experience
we’d see so much more efficiency.” as a benefit to the industry.”
I think a lot about: “Finding qualified drivers. It One more thing: “Consumers are being taught on a
can be a very good living, but people don’t raise daily basis that flowers cost $19.99 or less, and that
their kids to be truck drivers. Meanwhile, the they come with 40 percent discounts. It’s not good
population of drivers is getting older. Carrier for the industry, or for providing the ultimate con-
costs continue to rise, and labor is certainly one sumer experience.”
of those costs: If we don’t pay our drivers a com-
petitive wage, another industry will.”
“Consumers are being taught on a
One more thing: “We see driver-less and driver-as-
sisted trucks as a major change coming into the flo- daily basis that flowers cost $19.99
ral industry. That technology will affect the industry; or less, and that they come with 40
it could affect it in a positive way. I think we’ll see
driver-assisted technology within five years.”
percent discounts.” jeff bennett
The magazine of the Society of American Florists (SAF) 25
FM Jan18 Feature 1 v3.indd 25 12/20/17 5:15 PMYou can also read
