FTD Mercury Messenger - May 2017 by FTDi

QUALITY CORNER

FLORIST SPOTLIGHT Emil Yedowitz Florist, located in Yonkers, NY, is celebrating their flower shop’s 105th anniversary in 2017, along with their 75th anniversary with FTD. What does it take to thrive for more than a century? We asked owner Bob Yedowitz for the secrets to his family business’s success.

As a professional florist, your customer’s satisfaction is a major business focus. It is also a priority for FTD because it creates a positive flower-buying experience and leads to repeat purchases, creating a win-win for you, the consumer and FTD. WHAT IS THE PATH TO ORDERS? The Path to Orders is a proven sequence of actions that FTD Member Florists can take to improve customer satisfaction and increase FTD.com orders. Your eligibility for an order is first determined by making sure that you:

BOB YEDOWITZ

Emil Yedowitz (front, seated) and his wife, Tecla, pose with their children Anne, Joseph, Arthur and Helen.

The second generation became Arthur and Joseph Yedowitz work involved in the business and built in the original flower shop. five greenhouses and a flower shop. Emil Yedowitz Florist also owned and operated a 500-acre Christmas tree farm in Somerset County, Maine, from the 1930s to mid-1970s. When South American product became available to florists, we retreated from the wholesale cut flower business and changed our wholesale crops over to seasonal potted plants, garden annuals, perennials, vegetable transplants, etc. Eventually the third generation (Joe Yedowitz and myself) dedicated our greenhouse facilities to the retail market with an expansion of a garden center. With the retirement of the second generation, the third generation took over full management in the late 1960s. Joe retired in 2010 and I continued the retail flower business, moving to a commercial space in Yonkers where we have been for the last seven years, celebrating our 105th year in business this year.

Depression. Had the third generation not reinvented themselves by expanding the garden center business, we might not still be in business. Like most retail businesses, the flower business is constantly changing. After 50 years in the flower industry, there is one rule to remember. As the character Gunnery Sergeant Tom “Gunny” Highway drilled into his troops in the movie Heartbreak Ridge, “Improvise, adapt and overcome.” That’s the secret in a nutshell.

By virtue of being in business for 105 years, our firm has gone through every depression and recession to date and met the challenges they faced. For example, had the second generation remained wholesale only and not gone into the retail flower business, the firm might not have made it through the Great 5 www.FTDi.com

GET ON THE PATH TO ORDERS PG. 6

3 Quality Rating 3 Refusal Rating

HOW IS THE REFUSAL RATING CALCULATED? A Refusal Rating of 4% or less demonstrates the importance of landing the order on the first try in order maximize fulfillment success. The Refusal Rating is calculated by taking the number of refused orders and dividing it by the total number of FTD.com orders received. HOW CAN YOU LEARN MORE? Visit www.FTDi.com/quality/path to schedule an in-depth quality review. For additional details, please email QSR@FTDi.com to connect with the FTD Florist Quality team.

WHAT DO YOU VALUE MOST ABOUT YOUR PARTNERSHIP WITH FTD?

If a consumer is satisfied with their floral delivery, they will be more likely to buy flowers again, which benefits both the FTD Florist and FTD.

TIPS FOR IMPROVING YOUR QUALITY AND REFUSAL RATINGS

CONNECT WITH US www.FTDi.com | 800.788.9000 facebook.com/MercuryNetwork

To read an extended version of this interview and view additional photographs, please visit blog.ftdi.com.

PG. 4

My daughter Trish works for me from her home in Colorado. She handles all our email marketing and our Facebook page. We use an Internet phone system and Trish also answers the phones from her home. She has a Mercury terminal in her office, so she can take an order in Colorado and have it print out in our office in New York.

Current Emil Yedowitz Florist designers Ilise (left) and Carla.

REFER A NEW MEMBER, GET REWARDS

HOW IS THE QUALITY RATING CALCULATED?

I have worked in the flower business for 50 years, but I was raised in the flower business. When we were small, our winter playground was under the growing benches in the greenhouses. I didn’t know it then but that’s how I learned the business.

TO WHAT DO YOU ATTRIBUTE YOUR BUSINESS’S LONGEVITY?

PG. 2

WHY WAS THIS ENHANCEMENT MADE? We know that accepting an order as it was sent to you (not rejecting or asking questions about it), the flower quality and design, the perceived value of the arrangement and flawless delivery are key to customer satisfaction. All of these factors are incorporated into either the Quality or Refusal ratings.

WHAT MADE YOU WANT TO BECOME A FLORIST? HOW LONG HAVE YOU WORKED IN FLORISTRY?

Over the years, our association with FTD has been very rewarding, from the educational programs, to technology, to providing us with quality orders that we can actually make money on. Now the FTD Flower Exchange offers us the ability to purchase wholesale flowers from more than 50 growers in South America and California, offering many items that you just can’t get from our local wholesaler. I can say our relationship with FTD has been part of our success over the years.

3 Have a Mercury technology endpoint that is on and accepting orders 3 Deliver to the ZIP codes/cities as noted in the Directory 3 Purchase Everyday and Holiday codified products (if applicable for the order)

ELEVATE THE GIFTING EXPERIENCE

A recent enhancement to the Path to Orders is the review of your Fulfillment Performance score before sending the order. This score is composed of your shop’s:

We are a third-generation florist started by my grandfather, Emil Yedowitz, in 1912. A Polish immigrant, he came to the United States in the early 1900s and worked on an estate in New Rochelle, New York, as a grounds keeper. He eventually saved enough money to purchase a couple of acres of land that included a small greenhouse in Yonkers, New York.

MERCURY MESSENGER

FOLLOW THE PATH TO ORDERS

FTD is providing us with quality orders that we can actually make money on.

CONGRATULATIONS ON CELEBRATING 75 YEARS WITH FTD! CAN YOU GIVE US A BRIEF OVERVIEW OF YOUR BUSINESS’S HISTORY?

MAY 2017

QUALITY RATING

REFUSAL RATING

• Be familiar with the Delayed Response Program guidelines

• Right-size your delivery coverage area, including accurate ZIP codes and delivery cut-off times

• Use order management best practices • Deliver orders on time, on the right day • Fill FTD.com orders to recipe

• Follow the FTD Substitution Policy, if needed

• Source flowers from a trusted source

• Manage fresh and hard good inventory to be prepared for orders

instagram.com/mercurynetwork

• Use care and handling best practices

• Refrain from asking for additional funds

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• Follow the FTD Substitution Policy, if needed

• Avoid sending ASK messages through the Mercury

blog.ftdi.com

800.788.9000 | QSR@FTDi.com | FTDi.com/Quality

Deborah D. FTD Florist since 1986

WHAT'S NEW

Letter from Tom

Hello FTD Florists!

Thank you for helping us realize a wonderful Mother’s Day! FTD is excited to welcome new CEO John Walden to our family. John has vast experience in retail thought leadership and passion for the customer experience. We look forward to the company continuing to grow and evolve under his leadership. We recently made an important enhancement to our Path to Orders that will help drive consumer satisfaction. I encourage you to carefully read the article on page 6 and embrace the information it contains so that you can fully maximize your opportunity for FTD orders. Our team is ready to help you and answer any questions you might have. As you know, the FTD Mercury Man logo is the most recognized floral symbol in the world. It has always stood for quality, artistry and worldwide sending. We’re excited to announce new floral arrangement packaging for deliveries that leverages the iconic symbol and will truly differentiate the presentation of floral gifts. The goal of the packaging is to drive floral category awareness and attract more flower buyers, which will benefit us all. FTD’s #ILookToHer campaign, which celebrated inspiring women, was a tremendous success! For eight weeks this spring, FTD increased awareness of the brand during events in Chicago and Philadelphia as well as advertising in Better Homes & Gardens and Chicago’s United Airlines terminal at O’Hare International Airport. Additionally, the florist network was invited to participate in the fun and share the important women in their lives with us. We look forward to introducing more membership rewards throughout the year! Last but not least, I hope you enjoy the profile of Emil Yedowitz Florist. This shop is celebrating 75 years with FTD and 105 years in business. The fact that they are still thriving after a century is testament to Bob Yedowitz’s number one business rule: “Improvise, adapt and overcome.” I think those are very important words to live by.

ELEVATING THE FLORAL GIFTING EXPERIENCE

FTD MEMBER FLORISTS

Today’s consumers have many gifting options and are looking for a unique experience with a “wow” presentation. FTD is excited to debut a new program that leverages the instantly recognizable Mercury Man to elevate the floral gifting experience.

Beginning in August, several products will launch with premium packaging. The initial codified collection will include bestsellers, such as the FTD® Sweet Surprises® and FTD® Precious Heart® bouquets, as well as new handtied and presentation bouquets.

FTD’S AVERAGE ORDER VALUE IS NORTH OF

$70+

Enjoy an extended sales opportunity

ALL

FTD Spring and Summer codified exclusives will remain on FTD.com through August

Once you codify to receive these orders, a kit containing clear glass vases, branded flexible corrugate carrier boxes, cellophane wrap and ribbon will be sent to you. The cost of the kit is $199.99 and includes materials for 50 arrangements.

HERE’S HOW IT WORKS: Refer a highly skilled florist to your FTD Field Business Consultant, including:

ACHIEVING A QUALITY RATING OF

3 Shop name and address

98%

3 Owner's name and contact information

OR HIGHER

will increase your opportunity to receive FTD.com orders See the article on page 6 for additional details.

With your help, we will continue to be the most trusted network of FTD Member Florists. Our goal is to delight and inspire customers around the world. *Issued in the form of an FTD Clearinghouse Statement credit. Referred shop must be approved for membership before credit will be issued.

egister by June 7 for the August R 7-9, 2017 session egister by August 2 for the October R 2-4, 2017 session

SAVE $100

Learn more and register at FTDi.com/FTDUniversity.

1 D

Easy to co-brand with a sticker promoting your flower shop on the carrier box and your enclosure card.

A. (Left to right) FTD Executive Vice President – Florist Division Tom Moeller, National Accounts Vice President Ed Cronin and

Dunker of Daisy’s On Main in Clarion, IA, proudly displays the iconic Mercury Man logo in front of her business. C. FTD National Accounts

Cost of the materials is accounted for in the recipe and higher retail prices will cover the increased cost of goods for the packaging.

Vice President Ed Cronin (far left) joined the Illinois delegation for SAF Congressional Action Days in the office of Senator Tammy

Floral Designer Andrea Ancel pose at the Philadelphia Flower Show. Andrea hosted nine education segments at the show’s Designer’s

For additional program details, please refer to the Fall/Winter 2017 Buyer’s Guide or contact your FTD Marketplace Representative at 800.767.4000.

Share your success being a part of the worldwide FTD network and FTD will thank you with $150.*

Improve your chance for orders

Register now for our top-rated FTD Boot Camp and enjoy an early bird discount! The cost drops to $599 per person (regularly $699) when you:

BENEFITS

PREMIUM PRESENTATION KIT COMPONENTS

LET’S CONNECT OUR NETWORKS

BOOST YOUR BUSINESS WITH FTD® UNIVERSITY

Select Fall and Winter codified bouquets will also include carrier boxes and cellophane wrap.

Arrangements can generate a 50% or higher gross margin profit.

SET YOURSELF UP FOR SUMMER SUCCESS Plan for profit

As a Member Florist, you have the opportunity to fill FTD orders with Premium Presentation packaging materials, which will help differentiate the flower-giving experience, create repeat floral buyers and potentially drive more orders to you.

Executive Vice President Florist Division

TAKE YOUR BUSINESS FURTHER

Celebrating

Senior Manager of Quality Keith Harbison visit with Mark Webber (brown apron) of Kloeckner Preferred Flowers in Chicago, IL. B. Julie

Duckworth. D. Designer Adolfo Garcia and owner Lismar Calleja of Adolfo’s Creation in Winston-Salem, NC, pose with their Top

FTD University is proud to sponsor dozens of state and national conventions and education programs, as well as provide a full calendar of FREE webinars. To view our complete calendar of events, please visit FTDi.com/FTDUniversity.

NEW EVERYDAY COLLECTIONS CELEBRATE SUMMER

Two new FTD Everyday codified collections will launch this summer, both featuring loose, flowing stems in the season’s top colors.

1,000 Member plaque. E. FTD Education Consultant Deborah De La Flor AIFD, PFCI, presented “Put Some Pizzazz in Your Everyday Work” at the South Dakota Florists Association Spring Convention in March. F. Hallmark Channel’s Barbara Niven and FTD Lead Studio, which promoted FTD as the flower experts.

#ILOOKTOHER CAMPAIGN HONORS SPECIAL WOMEN WITH NATIONAL EVENTS FTD kicked off its #ILookToHer campaign in Chicago on March 8, Women’s Day. Women were showered with 5,000 bouquets distributed from a retro VW van. Former pro football player Izzy Idonije joined FTD in surprising fans with beautiful flowers. On the heels of that event, the FTD team headed to the Philadelphia Flower Show, where thousands of bouquets were handed out to female showgoers. Recipients were also encouraged to take photos against our beautiful live floral wall and then share those photos to social media with the #ILookToHer hashtag. The fun continued online, where FTD Member Florists were invited to submit pictures of the special women in their lives and share with us why they look to them. Eight winners were randomly selected to receive round-trip flights for two to celebrate those women.

To view albums of winning entries and event photos, please visit Facebook.com/MercuryNetwork.

FLOWERS by FTD

The FTD® Farmhouse Collection™ by Better Homes & Gardens® was inspired by the farmhouse-chic trend and features four garden-inspired arrangements in a soft rainbow of ribbed glass vases.

The FTD® Inspiration Collection was designed to be fun, lively and happy. The four bouquets in the collection feature colored glass mason jars with jute ribbons and wooden tags offering words of encouragement and celebration dangling from the necks of the jars.

To order the collection, contact your FTD® Marketplace™ Representative at 800.767.4000.