The flower business has been around for a long time, and while the basics of arranging flowers haven’t changed much, the way flowers are sold and delivered, such as online flower delivery, has evolved. With more people choosing the convenience of online flower delivery, businesses need to adapt to meet customer expectations. From organizing your online menu to handling delivery logistics, here are some proven tips to help your flower business thrive online.

Create an Easy-to-Browse Online Flower Menu

An organized and clear online flower menu makes it easier for customers to find what they need. According to Kevin McCarthy, President and COO of Family Flowers and a fourth-generation florist, customers often buy flowers for someone else. Many times, they’re celebrating special occasions or simply want to let someone know they’re thinking of them. To make browsing easier, you can categorize flowers by occasions like Mother’s Day, Valentine’s Day, birthdays, anniversaries, and more. Family Flowers, for example, groups their offerings by occasion or flower type, such as Roses, Mixed Bouquets, and Designer’s Choice.

Kevin also notes that online customers often spend more than in-store shoppers. In a physical store, customers usually know what they want or pick from ready-made arrangements. Online, they see a wider range of choices, which often encourages them to spend more. Plus, with platforms like DoorDash, customers can schedule flower orders up to two weeks in advance, adding even more convenience.

Use High-Quality Photos and Creative Product Names

When selling flowers online, good photos and creative product names can help your items stand out. Kevin suggests using natural, unedited photos that show the true appearance of your products. This builds trust with customers by ensuring what they see online matches what they receive.

While most products should have clear photos, Family Flowers has found success with their “Designer’s Choice” category, where arrangements are customized by their florists. Surprisingly, about six of their 25 best-sellers don’t have specific photos. Instead, customers trust the quality of the arrangements based on the shop’s reputation.

Getting creative with product names can also boost sales. Instead of using basic names like “One Dozen Red Roses,” Family Flowers uses names inspired by people, places, and emotions. Examples include “Love Love Love” for red roses or “Purples in Paris” for a mixed bouquet. Unique names can make your brand more memorable and engaging.

Plan Your Flower Stock Wisely

The ability to accept same-day orders can increase sales, but it also means you need to plan your inventory carefully. Kevin shares that his florists at Family Flowers make every bouquet fresh and prioritize orders based on delivery times. Having popular flowers like red roses on hand can help you meet sudden demand. Using a platform like DoorDash can also streamline delivery, as Dashers often arrive within an hour to pick up orders, reducing the need for in-house delivery drivers.

Make Pickups Fast and Simple

Speedy pickups are crucial for smooth deliveries. Kevin recommends creating a designated pickup area with clear signs. Orders should be labeled with names and order numbers to avoid confusion. A separate pickup counter or rack away from the main cash registers can help keep operations running smoothly, allowing both delivery drivers and walk-in customers to get in and out quickly.

Package Your Flowers with Care

Proper packaging is important to ensure flowers arrive in good condition. Since many DoorDash deliveries are completed within 45 minutes, most arrangements hold up well. However, taking extra steps can make a big difference. Kevin’s team uses vase holders to keep arrangements stable and wraps bouquets to maintain their design during transit. He also suggests choosing flowers that are more durable and can handle changes in temperature, especially if deliveries are made in extreme weather.

To help Dashers handle the deliveries properly, Kevin often demonstrates how to secure arrangements in a vehicle. This might involve buckling a vase into a seatbelt or placing a bouquet at the foot of a seat to keep it upright. You can also add instructions for Dashers through DoorDash to ensure they handle deliveries correctly.

Stay Connected with Your Customers

Even though the ordering process is online, many customers still appreciate human interaction. Some customers call Family Flowers to ask about specific arrangements or to request personalized designs. Including a thank-you card with each delivery or using QR codes to share more about your business can create a personal touch. These small gestures help build a stronger connection with your customers and encourage repeat business.

Conclusion: Choose the Best Delivery Strategy for Your Business

Whether you manage your own deliveries or partner with a service like DoorDash, the key to successful online flower delivery is creating a system that works for your business. By organizing your online menu, using quality photos, planning your stock, improving pickups, and maintaining good customer service, you can boost your sales and keep your customers happy. With the right approach, your flower business can thrive in the growing online market.