Flower Store In a Box

Thank you very much for allowing me to present to you, I apologize that I am presenting remotely, however I had a prior commitment this morning in Sydney. My name is Drew Wentzel and I am the director of enflexion and we are developers of Flower Store In a Box. Flower store in a box is an ecommerce solution specifically built for florists to sell flowers online. We are based in Sydney, but please don't take that against me, we do however have Customers thorough out Australia, The US, Asia, Europe the even the Caribbean! We've been Building websites for florists for over 15 years. We do have other non florist customers but our primary focus is most definitely on florists both in Australia and internationally. So, I realize this is the end of what is probably a long day for you so I'm going to be as brief as possible demonstrating our amazing ecommerce solution and will then answer your questions about websites and selling flowers online.  

What we do

So the first thing I should say is we build websites for florists. Our customers range from small Kiosks in shopping centers, a lot of home based business, loads of small and medium size retail stores in rural & regional locations and cities. Then all the way up to national florists with multiple locations in multiple states. Flower Store In a Box has been fully developed in house by our team, it's not built on another software solution. It's been built by us to meet the needs of florists. The fact that it it's our software is important as it's been built based on our 15 years of working with florists. Which means we've listened to how florists want and need their websites to work. And more than that we have an incredible insight into how consumers, find, interact and buy flowers online and what they expect to find and do on a florist website. Our specialty is the ecommerce funnel for people buying flowers online maximizing the sales conversion rate and ultimately increasing your bottom line. Our customers have now exceeded $100 Million in sales through our software, which is no small feat for our amazing customers. From a technical perspective we are a multi tenanted cloud solution with each website having it's own instance and customizations. I'm sorry I couldn't resist throwing it out there that we are in the cloud too. In real words for florists though, that simply means that we have a really easily to use dashboard to manage your website and each customer has their own totally unique website.  

How does this work in the real world?

Now the fun stuff  imagine a typical consumer wanting to buy flowers online, in the vast majority of cases the consumer heads to google and types in the location they want to send the flowers to and the word flowers or florist.

They then choose a link from the paid ads or the organic listings and go to the site. Some consumers are price sensitive or have a budget in mind, and these consumers generally scan the homepage to get an idea of overall costs or they may click on shop by price within their budget.  

Some people are more focused on the floral arrangements themselves and are looking for a specific type of flower. Whilst other consumer (and I'm looking primarily at the men here) will look for the occasion label that matches the reason for sending.   So far all good, a well designed site should have:  

• Products on the homepage;
• Major occasion categories &
• Some well thought out shop by price ranges.

  Now let's assume the consumer is on your website and has started the purchasing process, this is where Flower Store In a Box really excels. If the website allows the consumer to make the order, but the order doesn't conform to the delivery terms, cut off for same day orders, ordering for a day you don't deliver to. You end up with an angry consumer. We allow you to easily configure your website to your specific business rules, right out of the box. The first big one is the delivery locations, florists make the most money on an order that they can physically make and deliver. Which means they want to limit the orders to only those locations to maximize profitability. That's fine you can do that easily. Delivery costs can vary greatly, especially in towns where one suburb may actually cover 40 kms. To counter this you can charge different delivery costs for different suburbs. Or if you want to have FREE delivery for certain areas and charge delivery for other areas that's fine too. Or you can have no delivery fee, a flat fee or we can even customize something entirely for your business with our cleverly designed software.   But what about days that you don't open, public holidays, show days etc. That's fine you can quickly and easily block delivery dates so people can't choose the date.

  A large number of online flower orders are for same day delivery, new baby, forgotten anniversary, I'm sorry etc. Your website needs to manage the dreaded same day cut off, Monday Friday it might be 2pm but Saturday might be 9 Am or 10 AM.

That's all fine and again out of box and you can change these settings yourself.   Another very cool feature is the ability to have an in-store pickup option, this is surprisingly useful for Valentine's Day as consumers can pre-order the flowers and then pick them up on their way home.

And not charge the delivery fee!   The checkout itself has been built understanding that the person ordering the flowers is not the recipient, so we have recipient's name, their phone number, and we use the advanced Google Address Data to help the consumer look up the correct address. There is space for the message to the recipient and you can also have card message suggestions listed by occasions as well to make it even easier. There is the ability to add a custom checkbox giving authority to leave the flowers in a date location, or the tick box to say the consumer agrees to the terms and conditions. You can have it all or you can have the minimal information required. The checkout does not force someone to become a member of your site if they don't want to, but they can quickly join in the checkout page if they do want to. The checkout and website can also link to Facebook so the consumer can login or join your site with one click from Facebook. The whole process has been designed to be as simple and transparent as possible. From the payment perspective we integrate with a very large number of payment providers, including all the major banks in Australia, Stripe, Paypal a number of international banks and coming later this year we will be adding AfterPay, Zip Pay and Apple Pay. We are constantly innovating and have we have an ambitious technical roadmap of future features that we are adding. Our websites themselves can have a very wide range of designs, the design itself is entirely you to you and work with you to get the design that matches your brand.  

For example here are a few different designs:

These customers are also a cross section of large and small businesses and different website packages. There are some basic design elements of successful online florists that we know do work from our extensive experience. Apart from the overall design there are a lot of different ways we can design the elements of the florist website. Our product pages can be customized in a variety of ways you can include delivery date

checks, delivery suburb checks, ase the value of your sale.  

You can have multiple product images, up to 8 different price variations, different images for different colours We can customize this the way you want to present your business. But the most important thing always is have that great big conversion button!  

Marketing

It's not just the sales process either, we help with your marketing and your SEO too. There is an easy to use Email Marketing tool for creating newsletters and we regularly create new templates for you to easily drop your own products and messages to send to your customers. We integrate extensively with Google Analytics and adhere to the best practices for technical SEO requirements  it's up to you to write your own content. Because the vast majority of the searches are for people looking for locations to send flower to we have an extremely useful tool for create SEO Suburb landing pages. You create the content and the software does the rest. In addition we have Discount coupons, customer credits, one time sign up bonuses, you can segment customers and set up cart abandonment emails to improve your sales  

Managing your site is easy!

We know you are florists and not computer geeks like us, so it's as easy as surfing your website and if you want to edit something you click the edit button and go straight in.

Editing a product

If I want to edit this product I simply click here and then edit the details of the product I need to, whether it's a quick price change or you want to mark it out of stock.

Add a Product

Adding a product is simple as well, click the add button and fill out the form, the software gives you visual cues to fill I the all important metadata information, red for missing, orange for needs attention and

green for ok

Choosing Categories that you want the product to be placed in is easy as well, just start typing the category name and it will appear. Upload a picture that you have taken, or someone has taken for you and then save the product. The software uses an intelligent image optimisation so the size of the image and quality of the image is automatically altered for the web best performance. It's really that simple to manage your products.  

Managing Orders

We've built in an ordering workflow to be as simple or as complex as you would like so that you can suit your own workflow. When you get an order there is an email notification (and coming later this year an SMS notification option as well). The order is Pending, which is really just meaning that it's paid for and waiting for you to do something with it. From here you can choose, printed, relayed, on route or delivered. Most small florists tend to print their orders and then place them in folders for each delivery day of the week. But our mid and larger florists can use the entire workflow of printing an order and then changing the order status to on route when the driver or courier picks it up and then delivered. The reason is the system will automatically send the customer an email so they know that their gift has arrived or is being delivered. We are also extending this to SMS notifications in the future as well as a cut down version of the dashboard for your local drivers so they can mark the items delivered in real time. You can also edit an order when invariably the customer rings up and changes the delivery date or address, or you can add notes to an order that can be displayed when printed useful for adding extra information to the order. Another useful feature for ordering is the ability to create an email list of florists in other locations that you may trust to relay on order to. Stay tuned on this one because we have something else in the works here too! There is a daily run sheet so you can print up the deliveries for the day and give them to your courier or driver. It's up to you to decide how much or how little of the workflow for orders that you want to use You can search orders by date and or status and we have an impressive Dashboard showing your daily, weekly monthly and yearly sales statistics.  

Telephone Orders

You can take orders directly into the dashboard if you want to, no more lost orders on pieces of paper. And if the customer is already in your dashboard just search for the customer and then start the order. Nice and simple  

Customer Dashboard

And talking of customers there is an extensive customer database your each customer who joins your website. From this you can send a message to your customer, add a note to their account, view all their past orders edit their details and you can also add credits to their accounts use online or over the telephone. There are a whole lot more features that make selling flowers so easy using Flower Store In a Box, But I hope that this short introduction has been useful for you!

Thank you now times for some questions on our product or selling flowers online