Sometimes the best ideas for your flower shop don’t come from within—it takes stepping into the shoes of a customer and observing how the most successful companies do it. Recently, I called 1-800-Flowers to place an order and walked away with more insight than I expected.
What I found was a powerful example of how to build a customer-friendly experience—not just through service, but through the website and phone interactions that guide shoppers every step of the way.
And here’s the truth: far too many local florists are missing this. If you want more orders, your website has to do more than show flowers—it needs to welcome customers in and encourage them to act.
The Experience
The call began with an AI assistant—polite, warm, and customer-focused. As I waited, the hold messages didn’t push promotions or clutter my thoughts with noise. Instead, they gently reminded me of the reason I was calling: to make someone’s day. It was emotional, thoughtful, and strategic.
When I reached a live agent named Myra, I asked if flowers could be delivered that day to Lodi, New Jersey. She didn’t have the zip code and couldn’t confirm availability. I offered to get the full address and call back.
And just like that—the order was lost.
What Could Have Been Done Better?
Myra was courteous, but no follow-up process was in place. There was no attempt to hold the order, log my call, or notify a supervisor. It was a missed opportunity—and it highlights why systems and training matter so much.
But what stood out most wasn't the loss of the sale. It was the consistency in how every part of the experience was built around the customer’s emotions and intentions.
Now Let’s Talk About Your Website
1-800-Flowers doesn’t bombard customers with clutter or “look at me” promotions. Their messaging is all about you—the buyer:
“Need it fast?”
“Flowers delivered today.”
“Who have you been meaning to reconnect with?”
It’s personal. Emotional. Effective.
Your website should do the same. When a customer lands on your homepage, they should immediately feel:
Invited to shop.
Encouraged to send flowers.
Assured that their order matters.
Most florist websites aren’t doing this well enough. They’re built like catalogs, not conversations. Your site should speak like a caring florist, not a warehouse.
What I Did Differently
When I built my own company, I modeled the online experience after 1-800-Flowers. I made sure everything spoke to the customer. I invested in a POS system (RTI) that could grow with me—even when I could barely afford it. I was borrowing from one credit card to pay another. People laughed. They said I was overdoing it.
But I wasn’t investing in today—I was preparing for tomorrow.
One person who never laughed? Frank Campisi, who owned Jennie’s in Tampa. He was one of the smartest people I’ve ever met. Big shops get it. They applaud ambition. It's often the smaller, struggling ones that mock it.
Why I Give
I’ve mentored many flower shops and still do. These videos, blog posts, and stories—I share them to help. I’ve seen this industry hungry for direction. While others focus on design competitions, I focus on what keeps flowers moving: strong business platforms.
Despite growing from zero to over $5 million in annual sales, I was never named "Marketer of the Year." That taught me to stop waiting for recognition. Just do the work.
I wish more industry groups would shine a light on florists who are improving the business side—because creativity is wasted if your shop isn’t profitable.
A Tip You May Not Know
Out-of-town orders can bring in over 40% profit—if you know how to price and manage them right. Don’t shy away from charging for that service. Just like a lawyer bills for expertise, you’re offering knowledge, experience, and peace of mind.
Florists with real POS systems—RTI, MAS, etc.—stood out to me. That * next to their name? It told me they were serious. It wasn’t about how big their shop was—it was about the commitment behind it.
More Ideas to Grow
Wrap your vehicles. It’s one of the cheapest ways to brand in your community.
Invest in technology. I helped create Flower Manager, which cost over $35,000 back then. That was a bold move—but smart shops understood the value.
Get real reviews. I launched LocalFlowerShop.com and RateAFlorist.com—not to profit, but to raise the bar. No pay-to-play. Just honest feedback.
I may not do things the way everyone else does, but I’m proud of the work. I’ve sent more than 50,000 wire-outs. That’s real money for florists. That’s impact.
Are You Doing Your Part?
This is a call to action—not just to improve your shop, but to support others doing the same. Be a YES WE CAN florist. Stop saying you can’t afford to invest—and think about what it costs if you don’t.
Keep your site welcoming. Keep your message clear. Encourage people to send flowers—always.
Let’s grow this industry together.
-Art
