APRIL 2016

FTD is excited to build upon our already-successful Quality Services Representative (QSR) Program in 2016. Introduced in 2015 and led by dedicated FTD fl oral experts, this program allows members to access shop-level performance reporting as well as programs and services designed to help member fl orists optimize their fulfi llment

opportunities.

Now is the time to reach out to the QSR team to learn more about the services we provide at no additional cost, including one-on-one quality reviews, ZIP code optimization (learn more on

page 3 of this issue), FTD program and policy coaching, industry best

practices coaching, order economics and profi tability information, holiday

readiness pointers and substitution guidance. The QSR team can also review

available quality tools with you, such as:

• florist Scorecard • product recipe catalog • test order management System • refresher training tool • ftD university

Additionally, we have a number of resourcesin development, including a Florist Mapping Tool and Product Recipe Calculator!

Participating members have already achieved success in reducing Delayed Response Program (DRP) charges, non-deliveries and customer refunds. They have increased on-time deliveries, net profi ts, order fulfi llment and overall customer satisfaction. To learn how this program can benefi t you, reach out to us now at QSR@FTDi.com.

in tHiS iSSue:

• understanding Second choice messaging

• Maximize Your Mother’s Day Resources

• Right-Size Your ZIP Codes

• mother’s Day checklist

Quality program to Bloom in 2016

Visit FTDi.com/Quality to review all FTD Quality Programs.

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Setting the Standard for

Quality Excellence

the ftD® timeless elegance™ Bouquet (16-M3p)

The FTD®Radiant™ Bouquet15-m6d

To review the FTD Substitution Policy, please refer to the Floral Selections Workbook, the Product Recipe Catalog or FTDi.com/Quality/substitution.htm.

Understanding Second Choice MessagingWhen customers place an order with FTD, they expect that the flowers that are delivered will look like what was ordered. To avoid disappointing customers and guarantee order integrity, second choice messaging is included with all FTD.com orders.

However, second choice messaging varies from order to order. Depending on the order type, you will most often see one of three messages: “similar container, similar flowers,” “same container, similar flowers” or “none.” Below, we break down what these messages mean and when you are most likely to see them.

Similar container, Similar flowerS TypiCally applieS To: Non-codified FSG arrangements

While florists have a little flexibility with these orders, you should put yourself in the customer’s shoes and not take too many liberties.

• SimilaR ConTaineR: if a clear vase is shown, another similar clear vase should be used. if a basket is shown, another basket (in the same color, if possible) should be used.

• SimilaR FloWeRS: The most important thing to remember is color harmony. The flowers that are used need to be the same value, shape, size and color and maintain the original look and feel of the arrangement. Substitutions may be made as long as they are in line with the substitution policy.

Same container, Similar flowerS TypiCally applieS To: FTD codified FSG arrangements

Very little flexibility is available when filling these orders.

• Same ConTaineR: This message means exactly what it says—no substitutions, no exceptions. in many cases, the consumer chose this design for the container or the complete design. These arrangements are also typically occasion-specific (Mother’s Day, Valentine’s Day, birthdays, etc.).

• SimilaR FloWeRS: as mentioned before, the most important thing to remember here is color harmony. The flowers that are used need to be the same value, shape, size and color and maintain the original look and feel of the arrangement. Substitutions may be made as long as they are in line with the substitution policy.

none (no SubStitutionS)TypiCally applieS To: High-end designs, wedding and sympathy work

For these arrangements, no substitutions (container or flowers) are allowed. There will be no second-choice arrangement and the message will just say “none.” if you receive one of these orders and are unable to fill it to recipe, you must reject the order.

SIMILAR CONTAINER/SIMILAR FLOWERS SAME CONTAINER/SIMILAR FLOWERS NONE

example example example

Right-Size your Zip Codes

if you need help evaluating your ZiP codes, please contact the QSR team at QSR@ftdi.com.

maXimiZeyour Mother’s Day Resourcesyour Mother’s Day Resources

Do you take advantage of all of the free resources available to you every major holiday from FTD?

At FTDi.com/MothersDay, you’ll fi nd:

• Recipes for the projected 2016 Mother’s Day best sellers

• Substitution guidance

• Best seller cheat sheets and SRPs

• Codifi ed product cheat sheets and SRPs

• Customer care and handling brochure

additionally, you’ll also fi nd a Mother’s Day planning guide, local marketing resources and a social media kit!

With Mother’s Day right around the corner, now is the time to review your Zip codes and right-size your delivery footprint. With this in order, you’ll be positioned for success, both during the holidays and every day.

optimizing your Zip codes can also help reduce your cost of delivery and ensurethat you are set to properly receive orders within your delivery coverage area.

To get started, take a close look at your Zip code coverage. For a Zip code review, contact QSR@ftdi.com. are the codes current and correct? Does it make sense to deliver to all of them when you consider your delivery cost model? Scrutinize the codes and consider removing any that promote failures, late delivery or DRp. When you are happy with your Zip code list, apply a cutoff time (11 a.m. or 2 p.m.) to each code.

once you right-size your Zip codes, you’ll be able to deliver a fresh product to your customers in a timely manner, helping to promote satisfaction. you’ll also ensure that you’re not losing revenue by spending time delivering to locations that are too far from your shop.

During the week leading up to Mother’s Day, or any busy holiday, you might fi nd it helpful to temporarily reduce your delivery footprint. For example, during the lead-up to Mother’s Day, you could deliver to all of your Zip codes and then shrink your footprint closer to the holiday.

if you need additional help, your FTD Quality Services Representative can provide a performance review that evaluates your Zip codes and

cutoff times. email us at QSR@ftdi.com to get started.

1 Block Zip codes 2 Notify FTD.com that you are sold out of product 3 Sign up for Sunday Codifi cation 4 alert FTD that you are not able to take any more orders

Remember, don’t use a GeN to communicate any specifi c order information. instead, use an aSK, Reject or appropriate message type for the order. if you reject an order because you are out of the specifi c product, specify that in in the ReJ message.

To update Zip codes, send a GeN to 90-0075aa or email distributiongroup@ftdi.com. Contact the distribution group if you need to:

The FTD® Loving Thoughts® Bouquet (16-M1d)

For more tools and resources for a successful Mother’s Day, visit FTDi.com/MothersDay.

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tDELIVERY Ensure that your delivery vehicles are up-to-date with service and in good running order.

Develop a back-up plan in case you need more delivery vehicles, drivers or supplies (go to FTDi.com/PDP for resources).

Equip your drivers with as many delivery aids as possible, including maps, mobile phones and GPS available through FTD Mercury. Call FTD Technology Sales at 800.767.3222.

Train your sta� on the importance of sending a Delivery Confi rmation. FTD has a variety of tools, including FTD Mercury Mobile, to help you submit a timely delivery confi rmation. Visit FTDi.com/MercuryTechnology for more details.

EDUCATION Check out FTDUniversity.com for FREE business-

building two-minute how-to videos and webinars such as “Preparing for a Successful Holiday Season”and “Prepare for a Stress-Free Holiday.”

INVENTORY Review the recipes for FTD’s projected Top 15

Mother’s Day bouquets (and other high-velocity Floral Selections Guide items) and then order your fresh fl owers from the FTD Flower Exchange by calling 800.767.4000.

Remember, you won’t receive orders if you’re not codifi ed! You can purchase codifi ed containers and everyday shop supplies by calling FTD® Marketplace™ at 800.767.4000.

MERCURY TECHNOLOGY Take a moment to review internal processes for accepting/rejecting

an order and sending a delivery confi rmation at FTDi.com/Quality.

Make sure your employees know how to suspend the FTD Mercury system at FTDi.com/MercuryTechnology/Suspend.htm to stop receiving orders that you are unable to fi ll.

ORDER MANAGEMENT Let FTD know how many orders you can fi ll this Mother’s Day by

logging on to the Holiday Order Capacity Tool in Florist Link; more information is available at Floristwiki.FTDi.com.

The FTD®Radiant™ Bouquet15-M6d

Quality Department Contact Information800.788.9000 | QSR@FTDi.com | FTDi.com/Quality

facebook.com/MercuryNetwork instagram.com/MercuryNetwork YouTube.com/FTDMercuryNetwork

To access Mother’s Day tools and resources from FTD, please visit FTDi.com/mothersday.

ARE YOU PREPARED FOR A SUCCESSFUL MOTHER’S DAY?