Brooke Picard, creative brand manager at All A’Bloom Flowers & Gifts in Lee’s Summit, Missouri, analyzes online sales to improve offerings and keep the shop’s brand fresh.
For the last year, Brooke Picard, creative brand manager at All A’Bloom Flowers & Gifts in Lee’s Summit, Missouri, has been focused on tweaking the shop’s website offerings to keep its brand fresh.
“We want the products to represent us as a brand,” she says. “We’re not rebranding but pouring into our brand.” Her goal? Make the brand cohesive.
The Win
Barb Keller, shop owner, sums up the results: “Her website designs are doing amazing. She’s killing it.”
Mother’s Day 2023 marked the first real impact of Picard’s efforts, when she created most of the arrangements for the holiday catalog. “I tried to introduce our customers to different florals and different designs. It was really successful,” she says.
The Game Plan
Everything starts with experimentation. “It’s really just trial and error — putting feelers out and seeing how customers respond to designs,” Picard says.
She started by taking inventory of the shop’s offerings and deciding what to change. “I’ve been revamping arrangements we’ve loved and want to give a new twist, while also developing new designs and gifts,” she says. Then, those are posted online, and she tracks how well they do.
To see if customers would respond to something other than the bright, colorful, lush, garden-style designs the shop is known for, Picard developed an arrangement in a neutral ceramic vessel with lots of texture, pampas grass and dried and bleached elements accented with bold ranunculus. “We did sell some,” she says. “But mainly it showed us that there is interest in some different floral designs.”
If a new design isn’t selling well, consider all the factors, Picard advises. Does it need a better description, name, or photo?
“The most important thing is to not get your feelings hurt if a design doesn’t do well. That’s the time to pivot and make changes,” Picard says.
The Takeaway
Hitting high sales marks with online arrangements is a process. “Achieving sales goals won’t happen overnight,” Picard says. “It might take some time to get to where you want to be. Along the way, try new things and have fun while you’re doing it.”
To learn more about Brooke Picard and where she finds inspiration, read the Talent column in the January/February issue of Floral Management.
Julie Martens Forney is a contributing writer for the Society of American Florists.
