ftdi.com - member florists of ftd - preparing for mother’s ......flowers • pre-book flowers,...
TRANSCRIPT
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Preparing for Mother’s Day in the Midst of a Crisis
April 14, 2020
Presented by Joe Beringer, Emily Bucholz & Keith Harbison
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 2
The Reality
Mother’s Day is going to look and feel differently this year, and…
There is a huge opportunity for flowers as a way to connect.
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 3
Goal of Today’s Webinar
• What We Know Today• FTD’s Updated Merchandising Strategy• Key Areas and How to Prepare• Resources to Help You• Questions
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 4
What We Know Today
• Florists have grit and are resilient• Every region, state, county different• Supply chain is operating• Increased interest sending flowers• Anticipate a strong Mother’s Day
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 5
Best Practices for Shops Operating• Safety first• Allow sales/customer service to work remote• Create dedicated work stations for designers, delivery• Only one driver per truck• Disinfect frequently during day• No contact delivery, leave arrangement at the door
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 6
The Power of Flowers
IGTV how-to video
Instagram Story
Virtual Workshops
FacebookEmail marketing
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 7
Cash and Liquidity
• Review the federal relief programs • Purchase goods on 90-day payment plans• Consider using credit cards for expenses• Suspend or reduce retirement contributions• Ask for a discount from regular vendors/suppliers
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 8
Supply Chain is Operating
• Farms – flowers are available!
• Distributors/Wholesale – Past, present, future
• Retailers– Planning and readiness– Communicate
FTD Mother’s Day flower list for peak week of May 4
available at ftdi.com/mothersday
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 9
FTD Merchandising Plan
• Reducing assortment by 40% starting May 3
• 21% less flower varieties
• All items start at $50 or higher
• BD2 – birthday & NBB/CDB – sympathy
• Product calculator with % mix by item
• Incoming order capacity tool in Florist Link admin
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 10
How Can We Help You Prepare?
• Flowers• Containers• Design• Delivery• Marketing
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 11
Flowers
• Pre-book flowers, best pricing, guarantee selection
• 20% off any Flower Exchange purchases thru April 30
• No risk labor saver bouquets B03, B05, B35, B55
Order online 24/7 – FTDFlowerExchange.com
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 12
Containers
• Codified top sellers: S2, S3, S6, S8, SMB
• Less than $200 all in for S/S combo packs
• LOW RISK inventory– Buyback available on full cases of S1, S3, S4, S5, S8
• Everyday glass, baskets, supplies, too
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 13
Design• Order management
• Product Recipe Catalog at FTDi.com/Quality
• Substitution guidance for S7, S8• Sunflowers – three best sellers• The value of color
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 14
Delivery• Review your ZIP codes and reduce/expand
as needed
• Promote no contact delivery, no signature required
• THIS JUST IN…Delivery Service partner DoorDash special promotion for FTD Florists
• $0.25 per order credit for delivery confirmations using the Mercury Mobile app
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 15
Marketing• Invest in marketing if you can
– Google Ads, pay-per-click, SEO• Focus on your existing customers• Relevant messaging on your website, email• FaceTime browsing
• Email marketing – sign up by 4/30 and FREE thru 6/30• Social media images for FREE at FTDi.com/MothersDay
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FTD Confidential/Proprietary documents and should not be copied or redistributed. 16
Resources to Assist• FTD Mother’s Day Resources ftdi.com/mothersday
• FTD Florist Assistance Program ftdi.com/covid19
• Federal Relief Programs sba.gov
• Society of American Florists safnow.org
• WhizBang! Retail Training whizbangtraining.com
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Questions?