SINGAPORE – Media OutReach – 8 February 2021 – As
Singaporeans spread the love this Valentine’s Day, local florists like
Floristique roll up their sleeves to cater to the peak in sales. Unperturbed,
owner Wendy Han knows all too well about the hustle. Taking a leaf out of her
book, she shares five tips on what e-commerce businesses can do better to
remain operationally-ready.
1. Build good partnerships
One
of the most important aspects that underpin the success of Floristque is its
partnerships with professionals. Having engaged with logistics company
Lalamove, Wendy rests assured that deliveries of her Valentine’s
Day flowers will run smoothly.
“Logistics
is usually the main concern during peak seasons,” she adds. “Hiring
professional logistic providers to manage the bulk of orders means I can better
utilise my manpower.”
Maintaining
relationships with overseas partners for fresh flower delivery is also
critical. However, the strong support from local suppliers just minutes from
their store means they always have resources to tap on.
2. Invest in infrastructure &
resources
As
a florist, one cannot compromise on fresh flowers. Having to pre-book stalks
ahead of time to fulfil orders that came in as early as 14 January, there was a
need to keep these flowers at best from the moment they arrived. Building a new
cold-room to store all her fresh flowers proved effective. Now, she could
purchase more in advance and store flowers safely to complete the hundreds of
orders that will trickle in on the week of Valentine’s Day.
Her
brand new fleet of vans that are delivery-ready is also something Wendy can’t
get enough of. “They are bigger, so they can hold more flowers. I no longer
have to worry about the lack of resources to complete my orders on the
last-mile.”
Investments
such as these, she notes, are necessary when you consider a long-term
perspective.
3. Go digital
Fresh
flowers must always be delivered on time, so Wendy found a solution in a
custom-built GPS where delivery locations are optimised to each driver on the
road. Hiring a programmer was necessary for this, she says, adding that
businesses must look towards streamlining processes and simplifying workflows
with the help of technology wherever possible. “Embrace the technologies and
make them work for you.”
4. Expand your team
After
observing month-on-month growth in sales, Wendy knew her team would not be able
to handle the uptick in orders when the peak season arrives. In a strategic
move, she invested in experienced florists and customer service assistants
trained to work collaboratively on day-to-day operations. Noting that it may
not always be cost-effective for businesses to expand manpower just to meet the
surge, Wendy advises exploring freelancers and part-timers as a temporary
solution.
5. Set operational strategies
A
strong strategy for operations is always essential to businesses like
Floristique. Foreseeing the peak in orders on Valentine’s Day itself, Wendy
sets a plan. First, she ensures to cap her orders within her production and
operational capacities, so nobody – florists and drivers – is overworked and no
order is compromised. Second, she will have enough staff on standby to cater to
any last-minute requests.
“Always
have a plan B too if things go wrong,” Wendy adds. “Customer service is more
important during such seasons, so having a full-proof strategy is necessary.”
About Floristique
Brainchild of floral-enthusiast Wendy Han, Floristique specialises in floral arrangements of all types, from fresh bouquets, flower baskets and bags to wedding floral decorations. With free flower delivery across Singapore, Floristique ensures that flowers are readily available to those who need them. Same-day deliveries are also available for orders made before 2pm on weekdays and 12pm on weekends. For more information, visit their website: https://www.floristique.sg/
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