Mass Mailings (Exporting Your Top Accounts)
Suppose you want to do (or have someone do for you) a mass mailing to your top accounts. How would you go about it?
Here is how…
Go to Manager’s menu – Client Operations
- Select Option #5 – YTD Purchases
- Select Option F – Same as Above but for Any Period (Option E does only 1 year)
- Select a period of time to calculate
- Let flowerSoft run through your accounts and calculate the purchases for the period selected.
When flowerSoft finishes calculating the purchases, it will ask you how many you want to print.
Select the number of records you want to export and print to the screen (unless you want a hard copy).
You must print either to paper or the screen as this is what actually ranks the customers.
- flowerSoft will then ask you if you want to export the accounts. Answer “Y”.
- Tell flowerSoft where you want the exported csv file to be placed and what name to give it.
- flowerSoft will give you a chance to change your mind or correct a mistake.
More than likely, you will not want to print address labels for the top accounts but if you do, answer “Y”
The label size is the standard 1″ x 2 5/8″ , 3-across.
- flowerSoft will first print to the screen (unless told otherwise) the accounts in rank # order.
and export the csv file with the name you gave it to the location you specified.
If you had the accounts already ranked as you wanted, you could do the following…
- Import/Export Menu option of the Manager’s Client Operations menu.
- The select option C – Export Clients to a CSV File.
- Select the customers by rank (option R)
- Tell flowerSoft the highest rank to select…
- Give the csv file a name…
- Then tell flowerSoft where you want the file placed…
- Answer the question about exporting the headings. Accept the default unless you know better…
- flowerSoft will tell you how many records were exported.
(Notice that is a couple less than what you asked for, but now you know why.)
- flowerSoft will then ask you if you want to see the information exported…
- Answer “Y” if you want to see it or send it to someone directly from Excel.
Note that the file is exported in customer name order, not customer rank order.
Probably takes longer to explain this it than to actually do it.
Selling Electronic Gift Cards (Certificates)
So now we are going to learn how to sell, meaning entering into flowerSoft, an electronic gift card.
There are some Item Description Codes in flowerSoft that should never be removed. Among them is EGC, which stands for Electronic Gift Card.
To sell an electronic gift card, you simply enter the EGC code in one of the order’s lines as shown below. Electronic Gift Cards can be sold to the customer in person or over the phone. An electronic gift card, just like any other gift card or certificate is exempt from sales tax, as that will be paid by the recipient of the gift card when making a purchase.
Notice that there is no sales tax calculated when your customer is going to pay for the electronic gift card.
When you save the order and go through the print options, flowerSoft will then record the electronic gift card sale.The best method is to have flowerSoft generate the electronic gift card number. If you are going to swipe a physical card, you have to make sure that you do it using an old swiper that does not encode the information read from the mag stripe or you can enter the number by hand if it is visible to the naked eye..As usual, flowerSoft will ask for confirmation of your actionsand then for an expiration date.Since we are talking mainly about “virtual” gift cards, a gift card that can be accepted over the phone as well as in person, you should answer “Y”es here.The customer will need to tell you what the password for the gift card is going to be. You can also pick the password but it is best to have the customer pick it, if possible.The password will have to be entered twice to make sure there is no mistake.flowerSoft will then inform you that the gift card has been recorded and ask you if you want to print and/or email a receipt to give to the customer.
You can choose to do both if the customer is in the store or if you want to keep a printed copy for yourself. Below is a copy of what the e-mailed receipt looks like.
Above is the email version of the electronic gift card receipt. The printed copy is identical.
Next post, we’ll learn how to accept an electronic gift certificate as a method of payment and how to replenish the value of an existing electronic gift card.
Gift Cards and Certificates
We are all familiar with gift certificates. We’ve either given them to someone or received them from someone. They are most time printed on paper and, if from a small business or shop, usually hand-written. Most of you probably carry them in your store.
A few of you might ever carry your own personalized store gift cards, with your name and logo on the card. Gift card sales are expected to hit $200 Billion in 2014
Your own gift card is a very profitable item to sell. Why? Because not only does it potentially bring new customers into your store but also, according to the latest research, 8 to 10% of them are never used. That is a huge number. And that number is for Visa, Amex and big store gift cards which are a lot easier to redeem than your shop’s gift card.
Think about it, that means that if you sell $1000 worth of gift cards $80 to $100 go straight to your bottom line. In my opinion, your own gift cards would have a much higher rate of non-redemption since they have to be used in person at your store, which makes it kind of inconvenient for the recipient of the gift card.
Remember the early days of Dove and Mercury? Some shrewd florists never used these electronic systems to send outgoing orders. They would rather incur the expense of phoning them out (and some still do) in the hope that the filling florist would never report the transaction to the wire service. Well, while that might no longer be as wide-spread as it was when most shops did not have POS systems, I’ll bet that even shops with a fancy computer system still fail to report some of the phone-in orders
While the big profitability of phoning orders out might have mostly gone away, the profitability of selling gift cards that might never be claimed is definitely still here in a big way. Remember that 8 to 10% goes directly to your bottom line, so you want to get in that action.
However, most florist have a difficult time selling gift cards and/or certificates to their own stores. Why? Precisely for the same reason you want to start selling those profitable gift cards. Most consumers realize that a gift card that can only be used in person at your store is a lot harder to redeem than a Visa or Amex card that can be used anywhere, so normally they would opt to buy a Visa gift card over a gift card issued by and only redeemable in person at George’s Flowers and Gifts.
So how do you overcome this obvious obstacle of trying to sell a gift card that can only be used in person at your store?
flowerSoft has had the answer for several years now but only a few of you know about it and make use of it.
The answer is a “virtual” gift card. A gift card that can be used by the recipient without the need to physically be in your store. That should overcome one of the main objections consumers have about buying your own store’s gift card.
In the next post I will tell you how to sell and re-deem these electronic gift cards through flowerSoft’s point of sale program.
Meet the new kid in town…
flowerSoft Silver 2014
Are you ready for it?
Promote Yourself and Keep Customers
I know that every time I send flowers to someone, I always wonder what the arrengement looked like and if I got a good value for my money.
I am sure most of your customers feel the same way.
There is a flowerSoft user in St. Petersburg, Florida who has always been at the forefront of customer satisfaction as far as I am concerned.
Terry Hagstrom of Carter’s Florist and Gifts, always makes an extra effort to keep his customers happy and coming back for more.
On of the things Carter’s does that impresses me the most is take the time, even during busy holidays like this one, to keep their customers happy and coming back is send a delivery confirmation with a picture of the arrangement the customer paid for attached to the email. I just can’t tell you how effective I think this is in keeping customers loyal.
The customer now knows exactly what his floral gift looked like without having to ask the recipient, plus he or she will be able to tell if the money spent was justified.
If you are proud of the work that comes out of your shop, as I’m sure all of you are, this is a great way to show your customers just how good you are.
It only takes a couple of minutes of your time to take the picture and save it to a computer. flowerSoft will do the rest and there isn’t a better way, in my opinion, to keep customers happy and coming back.
Here is an example of a delivery confirmation email from Carter’s and a few of the pictures that are attached to the emails.
Several of the features flowerSoft offers today are a direct result of requests for new features made by him. Things like loyalty programs, web order transfers and delivery confirmations with picture attachments have come about as a direct result of his requests. So, if you ever use any of these features, send Terry a note and thank him for having such great features available to you because of his quest for complete customer satisfaction. Or better yet, if you have some orders going down his way you know that he’ll take great care of them.
- St. Petersburg, Florida
- Local: 727-327-5568
- Toll Free: 800-327-5568