Party People: Georgianne Vinicombe, Monday Morning Flower and Balloon Co.
Monday Morning Flower and Balloon Co. | www.sendingsmiles.com
Princeton, New Jersey & Yardley, Pennslyvania
Georgianne Vinicombe started her business, Monday Morning Flowers, in 1988 as what was once a flower delivery subscription service. Adding balloon design in 1989, Monday Morning is now a full-service floral shop that offers balloon bouquets, plush and gift items. Vinicombe fell into retail via the floral industry but considers herself a retailer first and florist second.
1. What are your goals for the rest of 2015?
GV: Our goal for this upcoming year is to continue to grow our own customer sales and rely less on orders coming in from other sources, such as the wire service. We have few new ways of advertising our services including trying to geofence in the fall. We also hope to put a more effort into getting more event business including balloon work and weddings.
We also want to do more farm direct buying in order to provide the freshest flowers at the best prices. Ideally, we would also love to partner with a small independent supermarket to manage their floral department.
2. How do you stay passionate about what you do?
GV: I think it’s important to keep learning, changing and trying new things. I love going to both floral and retail conferences and I belong to a social media business group. I learn so much and they really keep me on my toes with regard to what is new in social media.
3. How do you use technology to increase your presence and sales?
GV: We are very active on all channels social media and are having great success with
Instagram, Facebook, (Twitter,) blogging, Google+ and LinkedIn. We also have a website that is mobile ready being about 20 percent of our customers are looking for our product using a tablet or smart phone. We also use Facebook for both our shops almost as another website to share new arrivals, event designs, etc.
4. If you had $10,000 to do whatever you wanted to your store, what renovations would you make?
GV: I would rebuild the cooler we have in our retail area. It’s 17 years old and in need of major repair, but I have some ideas on how it could take less space but be more efficient.
5. What is the best retail advice you’ve received?
GV: The best advice I received was to focus on profits and not total sales. A profitable business can afford to treat the customer well. Having sales for the sake of sales is stupid and mostly ego. A smaller, more profitable business is always going to be more successful in the long run. You can’t help others until you help yourself. The premise works in both the personal and business arena.
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