Blossoming in Adversity: The Digital Transformation of Beechworth Floral Designs

In the wake of COVID-19 and lockdowns, the world witnessed a remarkable shift in how businesses operate, with many embracing the digital world like never before. Florists were no exception, with many venturing into the online space for the first time. I had the unique opportunity to revisit a collaboration with a dear colleague who had established her floral business, Beechworth Floral Designs, in the heart of her country hometown. A few years prior, I had created a basic website to establish her online presence. However, as the pandemic unfolded, the business found itself amidst a whirlwind of phone orders, creating a pressing need for a more streamlined and efficient ordering process.

Recognizing the urgency of the situation, we decided to integrate an e-commerce platform into the existing website, offering a much-needed alternative for customers to place their orders. This journey of digital transformation was not without its challenges. The platform needed to be robust enough to handle both deliveries and contactless click-and-collect options. Additionally, the unpredictable availability of flowers, further complicated by the disruptions caused by COVID-19, meant that we had to think creatively about the product range. And with a target demographic of older, potentially less tech-savvy individuals, it was imperative that our platform was as user-friendly as possible.

A Fresh Approach: Introducing the ‘Florist Choice’

The owner, steadfast in her commitment to quality and consistency, was clear about one thing: she did not want to showcase images of floral designs that she couldn’t guarantee to deliver every time. The typical florist website model, with its extensive product listings, simply wasn’t a fit for the business. That’s when the ‘Florist Choice’ concept came into play. Drawing from a term well-known in the floral industry, we curated a selection of 15 products, allowing customers to pick their preferred colour themes and styles, while leaving the specific flower choices in the capable hands of the florist.

This innovative approach not only helped in retaining the loyal customer base but also played a crucial role in attracting new patrons. Sales soared, and the ‘Florist Choice’ model ensured that, despite the seasonal ebbs and flows, Beechworth Floral Designs continued to deliver stunning and consistent floral arrangements. The business bloomed, proving that even in the toughest of times, with a bit of innovation and a lot of passion, beauty and growth are always possible.