BFA eCommerce course for florists - British Florist Association

BFA eCommerce course for florists

We have a brand new exciting business course run by Mike Bourguignon, Thomas de Bruyne and Maria Rivero in partnership with the BFA

During 3 intense days, Friday 4th November at 1PM  to Sunday 6th November 1PM we’re going to give your flower shops eCommerce a sales boost.


eRetail for Florists Masterclass:

eCommerce, Sales and Growth

Since lockdown,  most florists have now set up shop online, and, when we were locked down, sold a lot online. Yet, today, your online sales have stayed steady or shrunk and we’re left thinking – how do I get back to what was?

Unfortunately the answer is: if you don’t work on it, you won’t.

But with such limited time, what’s the best way to increase sales online? Well, by knowing what to concentrate on, and we’ll give you the 3 main points: craftsmanship, your website (capturing clients, selling and loyalty), and growing through data analysis. These 3 points are the key important factors you need to be focusing on in order to grow you eCommerce as a florist.

This course will be taught by Mike, from Mike the Florist. Over the past 10 years Mike has been testing and redefining the floral company’s website to compete with the big players in the market. After many, many failed and successful tests, he has come up with the best way of growing as a local florist.

In this course he wants to teach you these concepts together with two guest speakers, both experts in the field. For craftmanship, world renowned florist and director of the European Masters Certification program will go over how to cover floral art in the digital era. Mike will work on the most important aspects of selling as a florist online. Finally, guest speaker, Maria Rivero, Global eCommerce Manager for Loewe Perfumes (part of the Luis Vuitton Moet Hennessy LVMH group) will give you the key data to look out for and act to grow your eCommerce as she did from 5 sales figures to 7 since 2020.

Day 1 – Friday 4th November –  Online Craftsmanship

Look at the competition. What is main characteristic of their website?

Standardisation. All arrangements look the same, all flowers are more or less unseasonal, and they rarely leave the norm.

Flower shops thrive on the quality of our flowers, floristry, personalised service and local know-how. This is our upper-hand, but rarely do we use this resource. Instead of focusing on yourself, florists use stock photos, rarely change their catalogue, and the website becomes obsolete rather than vibrant, different and fun.

In this course we look at how to recreate that craftsmanship and how to do it online.

Special Guest Speaker: Tomas de Bruyne, Master Florist and EMC director – Your online craftsman

Tomas needs no introduction. Tomas will give a 2 hour course on finding your craftsmanship in the online world. Thereafter, we will look into online marketing and campaigns.

Day 2 – Saturday 5th November – Sales

What is the best roadmap to sell online? First, we need to analyse the competition – what is the current status of the UK online market for flowers. Without a clear study of the rest, how can we realise how to attract and sell to clients and what are the best channels in doing so – and a little tip, it isn’t social media.

What we want to do is give you a good starting point on where to focus getting your clients and how to get them to convert – make them land on your web, make it easy to find what they are looking for, and make it easy for them to pay (the biggest hurdle in any eCommerce). We’ll look at the best eCommerce and also the big flower selling websites to gain a really good insight.

Finally, how do you create loyalty? What you want is to capture a client and keep on selling to them as many times as possible. Emailing marketing is key here. We’ll look at templates and the best way to communicate.

Day 3 – Sunday 6th November – Growth

You have your products, a sales machine, but now how to do you grow!

How? One, fearful, word: data.

Once you have secured enough data, you need to work on key performance indicators that google analytics offers and focus on growing your website.

Guest Speaker: Maria Rivero, Global Direct eCommerce Manager, Loewe Perfumes (part of the Luis Vuitton Moet Hennessy LVMH Group)

Maria started Loewe Perfume’s website from the start and has now developed a growth strategy  from 5 figure numbers to 7 figures in a couple of year. Maria will go over the key indicators that she looks out for in order to keep their global brand growing every day. In this way you will know what key points to look out for in google analytics, act, and grow.

You can see the full schedule below.

Where – Marriot Hotel, Leicester

When – 4th November at 12PM to 1PM 6th November

Cost of the course – Early Bird £695 until the 30th September, and £795 as from 1st October until close of course, (room and dinner not included in the price, with a special rate of £107/night single occupancy). Attendants will be charged the course rate when the minimum of 15 attendants has been reached and, if they wish, confirm a room to stay at the hotel.

Maxiumum attendants – 25.

Materials – All materials with be provided at the hotel and all presentations will be sent after the course.

Mike will also provide each delegate at the end of the course with an small analysis of your website and what can be improved.

Course Schedule

Friday 4th November – Essential Marketing for Florists

12:30-14:00 Welcome drinks and lunch

14:00-15:00 History of eCommerce and Change in Marketing (How eCommerce started and changed how we relate with clients online, from brick and mortar to brick and mortar + web)

15:00-15:30 Break

15:30-17:00 Florist DNA – fundamental internet design concept for florists by Tomas de Bruyne (TBC although most probable)

17:00-17:30 Break

17:30-19:00 The back bone to your eCommerce, Performance Marketing: using data and google analytics to make your marketing decisions

20:00 Dinner (not included in the price)

Saturday 5th November – The eCommerce Funnel: Caption to Sale

09:00-10:00  – Current State of Affairs UK eCommerce in Flowers – Have a look at how the biggies rank and how to look at competition

10:00 – 10:30 – Coffee Break

10:30-11:30 – Web traffic: Lets look at best to worse web traffic and what to concentrate on

12:30-13:30 – Lunch

13:30-15:00 – Optimising your website for Mobile and Shopping: Architecture Web, Home page, Category Pages, Occasions, Product Page

15:00-15:30 – Break

15:30-17:00 – Checkout: what is the best checkout process for florist website to loose the less sales possible

17:00-17:30 – Break

17:30 – 18:30 Loyalty: Email as the base of your customer retention and recurrence sales

20:00 Dinner (not included in the price)

6th November – Optimising and Growing

09:00-10:30 – eCommerce Optimisation by Maria Rivero – Head of eCommerce Loewe Perfumes (Lous Vuitton Moet and Hennessy – LVMH)

Analytics, data and your web – what are the main key indicators to look out for on your traffic, your web, and sales data every day to grow your business.

10:30-11:00 – Break

11:00-12:00 – Questions and Answers with Maria

12:00-13:00 – Questions and Answers General

13:00- Lunch and closing

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