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R E A D O N L I N E
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Your deliver y execution says as much
ab out your brand as the product itself. Is
it time to up your f lower deliver y game?
onsumer options and
expectations for product delivery
have intensified. Delivery is no
longer a luxury service but a
common everyday convenience.
e floral industry has unique tenure in product
delivery, but the logistics have diversified. Delivery
is more than the vehicle that transports the
product. Delivery is about making good on your
brand promise. So, how do you deliver in a way that
works for you, your customers and your brand?
Delivering your brand? Absolutely, delivery is all
about branding. It's the last (and sometimes only)
interaction your customer or a recipient has with
your company's service. e floral quality will
bear itself out in the vase life, but your company
experience climaxes at the front door, especially for
online orders. So, are you delivering on your brand?
BRANDS DO THE HEAVY LIFTING
Your well-defined brand is the unifying spirit that
tells customers when they've found their squad,
guides employees when a question isn't in the
manual and attracts customers when you're asleep.
Your brand should echo through the entire
purchase process—from webpage discovery to
product delivery.
By Jennifer Howard
C
Left: Designer and Photo, Starbright Floral Design; Above: Designer and Photo, Flora Savage
