In a recent Society of American Florists webinar, representatives from retail flower shops that have closed and reopened their businesses during the crisis discussed their experiences, offering some approaches that have worked particularly well and some of the unique challenges they faced.

During the April 24 webinar, “How I’m Doing It: Strategies for Reopening,” SAF Director of Career Development Kate Delaney, AAF, moderated a panel that included Chris Palliser of Scotts Flowers in New York City, Jodi McShan, AAF, of McShan Florist in Dallas, and Cameron Pappas of Norton’s Florist in Birmingham, Alabama. The group touched on the myriad challenges they’re facing—product sourcing, staffing, the logistics of social distancing, forecasting orders when customers’ financial means and priorities may have drastically changed.

Here are a few highlights from their conversation:

Be Upfront and Open

Honest communication is paramount.

In New York City, the pandemic’s epicenter, Scotts Flowers shut down March 21 and reopened April 20, with only Palliser and his brothers and co-owners, Rob and Johnny, and one designer. The brothers candidly delivered the news of layoffs together, via speakerphone, to each employee. “We explained the situation and our plan — that we were applying for the PPP — and that we intended to bring them back as soon as we received the loan,” Palliser said, adding that they answered questions and helped staff apply for unemployment.

On April 1, a code inspector visited McShan Florist, arousing suspicion among the staff. Sure enough, she told owners the business had to shut down. They immediately held a staff-wide meeting (calling anyone who wasn’t present), where they shared everything they knew and asked that everyone verify their email addresses for future communication. Three days later, the business was deemed essential, and most employees chose to return to work. “A few are remaining at home because they or their loved ones are more at-risk for the virus,” McShan said. “They know we fully support that decision.”

At Norton’s Florist, which was closed from March 23 through April 6, Pappas and his father followed a similar tact (staff-wide meeting, phone calls to absent employees) and texted individuals every few days. “We’re a team of about 25, so that wasn’t unmanageable,” he said. “People seemed to really appreciate staying in the loop. That showed when it was time to bring people back.”

That straightforward approach works well with customers too. “Manhattan’s known for some fairly demanding people, but everyone’s been extremely understanding of the situation, accepting later deliveries and ‘designer’s choice’ arrangements, for instance,” Palliser said. He’s kept clients abreast with social media updates, e-mail messages (which include a personal valediction from one of the brothers) and phone conversations.

Make it Clear You’re Back

 Don’t assume that customers know you’re open. Spell it out on your website, share it on social media and in e-mail blasts and “update your voicemail,” Palliser said.

Make Timely Pitches

In social media posts, McShan has focused on highlighting why flowers (or the shop’s non-floral offerings) can improve lives right now. Among her recent messages:

• Citrus fruits contain lots of Vitamin C, which helps boost your immune system.
• Plants are proven to help clean the air in your home while adding beauty and life!
• Flower delivery is an excellent way to show your loved ones you care when you can’t be there in person.
• Teacher Appreciation Week will go down in the history books as the world has shifted to at-home learning. Teachers have changed the way they interact with their students and have also supported all the newly found aides/parents. They miss their classrooms and kids, and we miss them! Show them how much you appreciate them and brighten up their homes by sending flowers!

Streamline Your Selections

Echoing advice from an earlier webinar on prepping your website for Mother’s Day, the three florists all recommended minimizing your menu, pushing broad choices with phrases like “designer’s choice” or “spring mix” and promoting items that don’t require prep work, such as plants and gourmet food items. “We only have one designer, so we’re really pushing orchids right now,” Palliser said.

This approach is working beautifully at Norton’s, Pappas said. “Our design room has never been more productive,” he said. “Since we’re getting the same orders over and over, our designers can do 10 arrangements at the same time. It’s amazing!” (Want tips to improve design efficiency? Click here.)

Safety Issues

 A never-experienced-before challenge of this pandemic involves the logistics of social distancing.

“It’s definitely easier said than done keeping employees six feet apart,” McShan said. “And we’re still trying to figure out how we’ll manage the flow of traffic with our delivery drivers while offering curbside pickup .”

As for keeping things clean, McShan brought in a company that sanitizes ambulances.

Norton’s has emphasized extra hand washing. “Fortunately, we have a pretty clean environment, as employees are accustomed to sanitizing their tools and workstations throughout the day,” Pappas said. He’s also completely taken over the job of routing deliveries. “Usually drivers do this,” he said. “But I want to make sure I’m the only person touching the computer right now so that’s one less place we could spread germs.” In hiring temporary drivers for Mother’s Day, Pappas is being especially selective this year. “We’re looking for people like police officers and first responders,” he said. “We know they understand the seriousness of COVID-19 and are very vigilant with safety precautions.”

For more advice, click here to watch the full webinar.

Katie Hendrick Vincent is the senior contributing writer for the Society of American Florists.