Renato Sogueco and the editors of Floral Management have been kind enough to let me provide an article for an upcoming edition of the magazine. It's on Yelp, why it is more important than some florists might think, and how they can start taking advantage of it.
I've been lucky enough to contribute a couple of other things to Floral Management and it is an honor and a pleasure. The only tricky part is that they, understandably, want to keep technical content really tight. That means that the first draft of the articles is always twice as long as they will allow. Even once Mary Ann and I go over it and really try and pare it down to the essentials we're still about 50% over.
That means that we have to cut some content. We try and make sure it's the least important contact but I like to think it is still good content that could help some florists so I'll post the "Complete, Uncut Director's Cut" on the FloristWare website before the end of the week. Hopefully it will be useful.
The misleading promise of a "free" floral website can trick florists into choosing the most expensive possible e-commerce option for their flower store.
True professionals, truly focussed on how their ecommerce websites perform... they were all at the 2016 SAF Annual Convention, learning and evolving.
Whether you are a bride hiring a florist or a florist hiring a website developer you are paying for their expertise. It pays to listen to it.
Retail floral is different, and florists can't settle for any website. They need a flower shop website that was designed and built for the flower business.
Too many florists believe they have responsive websites that work well from mobile devices but don't. Mobile is vital & you need to know what to look for.
Credit card surcharging (the practice of adding a surcharge or checkout fee to credit/debit card payments) is now allowed. Is it a good idea for florists?
The retail floral industry is a different kind of retail, & the implications of the EMV payment standard (and October deadline) are different for florists.
Understanding the primary function of an eCommerce website is the first step towards better eCommerce performance (more sales, less abandoned carts, etc.)
Understanding the merchant side of a credit card payment can help avoid declines and deal with them efficiently when they do happen.
The flower business has much in common with the restaurant business (often more than with other retail) and florists can benefit from foodservice research.