Teleflora tuned in to television for Mother’s Day, with a new product line debuting on the Home Shopping Network (HSN). Teleflora will return to HSN to sell arrangements for future major holidays, as well, Weidmann said.
Member florist Tim Farrell, AIFD, AAF, PFCI, was the on-air guest during three 30-minute segments on May 5.
“HSN is the ideal home for Teleflora,” said Teleflora President
Shawn Weidmann. “Each 30-minute segment allowed us the time to really
tell the story of how a bouquet that is hand-arranged and
hand-delivered is really a work of art that is vastly superior to the
flowers in a box that they typically receive from our competitors.”
Teleflora would not report the number of sales made through HSN,
but Weidmann said Teleflora.com was up 9 percent for Mother’s Day.
Farrell, the owner of Farrell’s Florist
in Drexel Hill, Pa., said Teleflora’s partnership with HSN is good for
retailers. “Driving that business back into the retail shops — I
commend Teleflora for that,” he said, “because I think that’s a really
important priority and they seem to be really sticking to it.”
Farrell said he was thrilled in one segment when HSN on-air host
Chris Scanlon said that even if she was sent a box with all the
materials to make an arrangement, it would never turn out as beautiful
as when it is made by a local florist.