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While the basics of flower arranging remain mostly unchanged, the business of selling flowers has evolved. With the rise of online flower delivery, more customers enjoy the convenience of ordering flowers online and having them delivered and that is as easy as clicking here. Although some aspects of flower delivery are still the same, there are now more detailed steps involved in the process.
We spoke with Kevin McCarthy, President and COO of Family Flowers, a fourth-generation florist, about the lessons they’ve learned regarding best practices for online flower delivery. Keep reading to discover useful tips for successful online flower delivery, from organizing your online menu to managing delivery logistics, and everything in between.
1. Ensure Your Online Flower Menu Is Easy to Navigate
“One of the best things about our business is that customers are often buying flowers for someone else,” Kevin shares. “Studies show that flowers can brighten someone’s day, and we’re happy to help bring that joy from our customers to their recipients.”
Since flowers are often purchased for special occasions or just to show someone you’re thinking of them, it’s important to organize your online offerings around these moments. Consider creating categories based on popular flower holidays like Mother’s Day, Valentine’s Day, and others. Family Flowers usually divides their menu into sections, such as Anniversary, Birthday, Roses, or Mixed Bouquets. This makes it easier for customers to find what they’re looking for or discover something new.
Kevin explains the difference between in-store and online shopping: “When a customer visits a flower shop, they usually know exactly what they want or choose something from a cooler. But online, customers can browse the full range of options, so they often end up spending more than they would in-store.”
With the ability to schedule flower orders up to two weeks in advance, your customers don’t need a same-day occasion to order flowers online.
2. Showcase Your Flower Offerings with High-Quality Photos and Creative Names
To help customers quickly find what they want, it’s essential to use eye-catching photos, creative product names, and clear descriptions.
Best Practices for Online Flower Photography
For Kevin, it starts with clear, beautiful photos that aren’t overly edited. “We want our customers to get what they see, and we strive for authenticity in our photography,” he explains. “That’s how we keep our brand promise.”
Some of Family Flowers’ best-selling bouquets don’t even have a photo. These are labeled as “Designer’s Choice,” where customers trust the local designer to create a custom arrangement for the occasion. Kevin notes, “About six out of our 25 bestsellers don’t have pictures, but our customers trust that we’ll deliver high-quality designs.”
Creative Product Naming Tips
When naming products, it’s helpful to get creative. A simple name like “One Dozen Red Roses” works, but it doesn’t stand out. Family Flowers names their bouquets after people, places, and feelings, with names like “Love Love Love” for a red rose bouquet, “Purples in Paris,” and even “Erin,” named after Kevin’s mother.
Communicating Substitutions
Due to supply chain challenges, flower substitutions are common. Instead of focusing on exact representations, it’s more important to emphasize the overall feel and quality of the bouquet. “We always try to keep things bright and cheerful,” Kevin explains. This ensures customers are happy with the final product, even if there are small changes.
3. Plan Your Flower Stock to Meet Demand
Offering online flower orders and delivery can lead to more orders, including same-day deliveries. To handle the increased demand, ensure you have popular flowers on hand, such as red roses, and enough staff to process orders. At Family Flowers, each bouquet is made to order, with florists prioritizing orders based on timing and delivery dates.
With the option to accept same-day orders online, it’s important to be ready to handle the increased volume. Kevin explains, “Having quick access to delivery drivers allows us to meet same-day demand more efficiently than using our own trucks.”
4. Streamline the Pickup Process
For quick deliveries, Kevin recommends making pickups as efficient as possible. Use clear, noticeable signage for the pickup area, so drivers can quickly find and grab orders. Ensure each order is labeled with the name and order number to avoid confusion.
5. Package Your Products Carefully
“Since deliveries are usually fast, our arrangements hold up well,” Kevin says. With most orders delivered in 45 minutes or less, flowers typically stay in great condition. However, there are some best practices to keep in mind when packaging.
Support Your Packaging
Consider the possibility that customers may pick up their flowers in vehicles without cargo space or other features. Family Flowers wraps vases in holders to prevent water spillage and keeps bouquets intact with wrapping.
Curate Your Flower Menu for Delivery
Family Flowers focuses on flowers that are hardy enough to handle moderate temperature changes, such as durable roses. Choose flowers that can survive in your local climate, so they don’t wilt quickly.
Secure Your Flowers
Kevin also shows drivers how to securely package flowers. For example, he suggests placing vases in the passenger seat and securing them so they stay upright during transit.
6. Be Accessible to Your Customers
Even though customers order flowers online, they may still have questions or concerns. An online delivery service makes it easy for customers to reach out for support.
Kevin has noticed that many customers who find his business online end up calling for more details or to make small adjustments to their order. “A lot of customers just want to learn more or tweak an idea before placing an order,” he says.
To strengthen your relationship with customers, consider adding personal touches. Family Flowers includes thank-you cards with every delivery and has experimented with QR codes that lead customers to learn more about the business and flower care instructions. These small gestures help customers feel more connected to the brand and foster loyalty.
