“I had to get my act together fast, so we got in three computers, confiscated the staff’s order pads and we all learned to get as much information as possible on the database”


couldn’t imagine running her business any other way. In addition to receiving a


monthly bulletin with news and special offers, customers can also be contacted with a personal reminder ahead of special occasions. “We try to stay away from the


hard sell and keep the mail-outs newsy and chatty, to create the feeling of a community” says Barbara, “but I also include some best buys and special offers which people seem to like. We get lots of phone orders for those.” It means that customers who


move out of the area or even overseas, can be retained. Like


68 F&wb Summer 2013


the one in Norway, who says he loves reading the newsletter as a regular link to his hometown, and continues to order family flowers from Millers.


Chalking up deals As far as shop displays go, Barbara aims for fast stock turnover with an offering that’s constantly changing. A chalkboard outside the


shop lists the day’s ‘specials’, and prices on these are kept competitive by careful and expert buying. Barbara goes to Manchester’s wholesale market twice a week and buys from Van Vliet – always on the lookout for


deals, special offers and unusual varieties that she can feature on her specials board. She doesn’t understand


florists who don’t go to market: “I think you need to go and see what’s available, and there are always offers to be had, especially if you deal with the same wholesaler. Ordering everything from a website doesn’t give you the same choice, and you never quite know what you’re getting” Barbara looks out for


wholesale wrap deals that she can split and combine to create a line of pick-up-and-go bouquets. It means nothing is wasted, and she can put out a range that’s competitively-priced and more likely to turn over fast. The shop’s ‘Saturday Deals’


are especially popular, partly thanks to Barbara’s 19 year-old son Joe featuring them on the shop’s Facebook page.


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