From Local Roots to Industry Growth: Why Back-to-School Season Could Be Your Turning Point

When I started my business back in 1986, it was the local schools and churches that I leaned on to connect with people, give back, and build a sense of community. Fast forward three decades, and that spirit of community still drives me today.

After retiring, I created a florist that not only helped my own neighborhood thrive but also lifted the entire floral industry. With help from Gravity Free, I built the Flower Manager module, a tool that over 100 of the nation’s biggest florists relied on. Together with Teleflora, we created solutions that strengthened the industry as a whole.

But here’s the truth: I still meet shop owners who are struggling. Just recently, I spoke with florists who felt weighed down by the slow summer season and growing debt. After sharing a few strategies, they told me: “We never thought we could do that.” These are the kinds of moments that remind me why I continue to share what I’ve learned over the years.

Why Back-to-School Season Matters

Back-to-school is not just for retailers—it’s a chance for florists, too. Parents, teachers, and students are in a mindset of change, energy, and new beginnings. If you position yourself right, this season can create new demand and keep your team motivated.

• Organic Growth Works: The most successful shops we work with are seeing double-digit increases without AdWords—because we focus on organic strategies that last.

• You Can’t Set It and Forget It: Your online presence requires management, updates, and fresh ideas to stay relevant and effective.

• COGs (Cost of Goods) Matter: If your margins aren’t improving, your team’s hard work may never translate into true growth.

The numbers don’t lie—see the graphics below. These results are from shops just like yours who decided to step out of their comfort zones and take action.

Here’s My Offer to You

If you’re happy where you are, that’s great. But if you’re ready to change your trajectory, I’m here to help—and I’ve walked the walk. I’m not charging you. Just call me, email me, or even comment on our YouTube channel, and let’s start a conversation.

📞 Call me directly: 941-544-5000
▶️ Watch my latest video: Back-to-School Opportunity

Remember, we only take one shop per area. Don’t wait for the season to pass you by—your competitors won’t.

This could be you by next month.

Art Conforti
Founder, Bloomerang Solutions

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Q&A With Art Conforti

Q: Why is organic growth better than running ads?
A: Because ads stop working the moment you stop paying. Organic growth, on the other hand, builds equity in your business. It brings consistent results month after month, and it compounds over time.

Q: What’s the biggest mistake you see florists make?
A: Too many shop owners “set and forget” their online presence. A website or Google profile isn’t a one-time project—it’s an ongoing effort. If you don’t keep it fresh and managed, you’ll fall behind.

Q: How do I know if my shop is ready for back-to-school opportunities?
A: If you have inventory, a team, and the willingness to promote, you’re ready. Back-to-school is about positioning—getting in front of parents, schools, and the community at just the right time. Even small steps can make a big difference.

From Hasbrouck Heights to 18 Months of Growth: A Florist’s Order-Driven Website That Keeps Winning

Case study: August 2025 vs. August 2024

At a Glance

• Total Orders: 68 → 71 (+4%)

• Total Revenue: $7,182.24 → $9,378.16 (+31%)

• Average Order Value (AOV): $105.62 → $132.09 (+25%)

• Visitors: 925 → 904 (–2%)

• Google Business Profile (GBP) Calls: 100 in August 2025 (+117.4% vs. Aug 2024)

• Note: GBP calls are not tracked to orders yet—meaning more upside is likely.

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The Story

This growth journey starts in Hasbrouck Heights, NJ, where holiday visits and long conversations with Bill O’Shea planted early seeds about how florists could use technology to sell better online. Years later, that same curiosity led us to build order-driven websites—sites designed around what customers are most likely to buy today, not what’s simply easiest to list.

After collaborating with Teleflora and later seeing what Floranext brought to the market, we doubled down on one principle: merchandising + speed beats everything. When a florist has a compelling product and we can get it in front of shoppers quickly—paired with smart add-ons and clean checkout—results follow.

That approach helped this local florist client notch 18 consecutive months of year-over-year sales growth. August 2025 was another step forward.

What the Numbers Say (Aug ’25 vs. Aug ’24)

• Revenue up 31% with slightly fewer visitors. This tells us the site made each visit more valuable. Better product fit, clearer choices, stronger upsells, and improved trust signals all help raise conversion and AOV.

• AOV up 25% ($105.62 → $132.09). Thoughtful price anchoring, premium product placement, and add-on visibility (cards, candles, chocolates, delivery options) lift the cart total without adding friction.

• Orders up 4% (68 → 71). Incremental order gains matter, but the real revenue jump came from AOV—the hallmark of an order-driven merchandising strategy.

• GBP calls up 117.4%. That’s real buyer intent. Because these calls aren’t yet attributed to orders, we’re likely under-counting revenue the website is influencing.

What Worked (and Will Keep Working)

• Order-Driven Merchandising

  • Lead with 8–12 proven sellers above the fold.

  • Keep holiday/seasonal rotations fresh—no dead items.

  • Show three price tiers per category to anchor value.

• AOV Levers

  • Add-ons visible on product and cart pages.

  • Delivery & upgrade options presented as friendly choices, not hurdles.

  • Clear “best value” badges on mid-high price points.

• Trust & Speed

  • Tight copy, clean photography, and local credibility signals.

  • Fast, mobile-first checkout with fewer taps to pay.

• GBP Synergy

  • GBP fuels calls, maps traffic, and brand searches.

  • Opportunity: connect call tracking to order outcomes and add “Call-to-Order” prompts for same-day needs.

What We’re Doing Next

1. Call → Order Attribution
   Track GBP calls back to revenue to reveal the true lift.

2. Promo Velocity
   Keep shipping new promos fast (think: daily/weekly specials)—speed wins.

3. Add-On Optimization
   Test placement, naming, and bundles to keep pushing AOV.

4. Conversion Polish
   Continue micro-tuning cart/checkout for one-hand mobile buyers.

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Frequently Asked (Florist) Questions

Q: We don’t get a lot more traffic. Can we still grow sales?
A: Yes. This case shows revenue can jump 30%+ with fewer visitors by improving conversion and AOV through better merchandising and add-ons.

Q: What’s the fastest change that usually moves the needle?
A: Curate your homepage with top sellers only, add clear price tiers, and surface add-ons on product + cart. Most florists see immediate lift.

Q: Phones are ringing—how do we capture that value online?
A: Add dynamic call tracking and simple “Mention this web special” scripts for staff. Attribute those sales so your data tells the whole story.

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Final Takeaway

An order-driven website—curated products, fast promos, visible add-ons, and clean checkout—beat traffic growth and delivered 31% more revenue year-over-year. With GBP calls now surging and not yet tied to online orders, this florist still has room to climb.

Want results like this?

Let’s make your site order-driven.
Book a quick consult and we’ll show you your first 3 moves for more revenue this month.

When Passion Meets Promotion: How We Helped Shaner's Pizza Share Something Special

It was a regular Thursday afternoon - until the phone rang.

On the other end was the owner of Shaner's Pizza, a local favorite here in Sarasota, FL. But this wasn’t a routine business call. He spoke with the energy of someone who had just struck out the side in the bottom of the 9th. The reason? Lasagna.

Not just any lasagna. This one was crafted by Andrew, someone the owner made sure to credit personally. His excitement was contagious, and for good reason.

He wasn’t just proud of the dish. He was ready to share it with the world.

Here’s What Happened Next:

• I headed over right away to experience it for myself (and yes, it was that good).

• Captured a quick video and sent it straight to our production team.

• Within 24 hours, we had a promo video that was visually stunning and appetite-inducing.

• We published it across social channels while the excitement was still fresh.

Why Speed Matters

This wasn’t about sticking to a preset marketing calendar. It was about responding in the moment. When a client has momentum, we meet it with action, not delay.

Telling him we’d have it ready “next week” would’ve been normal.

But we’ve never been about normal - not me, not my staff, and not the clients we partner with. At Bloomerang Solutions:

• We thrive on client energy and jump into action fast.

• We create visuals that feel as exciting as the moment.

• We believe timeliness is just as important as content.

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Q&A: Behind the Scenes of Small-Business Promotion

Q: Why did you respond so quickly to Shaner's Pizza?
A: When a client is excited, it means they’re already emotionally invested. Acting fast helps them ride that momentum—and their audience feels it too.

Q: Is it normal to create and publish content in 24 hours?
A: For us, yes. While many agencies might take a week or two, we prioritize impact over process when the opportunity is right.

Q: What if I don’t have a video or production team?
A: You don’t need one. That’s where we come in. We shoot, produce, and publish—all in-house and on your timeline.

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Want to Capture Your Big Moment?

Whether it’s a new dish, a fresh service, or just something you're proud of—we're here to help you share it fast and effectively.

👉 Let’s talk about how Bloomerang Solutions can spotlight your next big idea.
Contact Us Today →

What I Learned from Calling 1-800-Flowers and What Every Florist Should Be Doing Better

Sometimes the best ideas for your flower shop don’t come from within—it takes stepping into the shoes of a customer and observing how the most successful companies do it. Recently, I called 1-800-Flowers to place an order and walked away with more insight than I expected.

What I found was a powerful example of how to build a customer-friendly experience—not just through service, but through the website and phone interactions that guide shoppers every step of the way.

And here’s the truth: far too many local florists are missing this. If you want more orders, your website has to do more than show flowers—it needs to welcome customers in and encourage them to act.

The Experience

The call began with an AI assistant—polite, warm, and customer-focused. As I waited, the hold messages didn’t push promotions or clutter my thoughts with noise. Instead, they gently reminded me of the reason I was calling: to make someone’s day. It was emotional, thoughtful, and strategic.

When I reached a live agent named Myra, I asked if flowers could be delivered that day to Lodi, New Jersey. She didn’t have the zip code and couldn’t confirm availability. I offered to get the full address and call back.

And just like that—the order was lost.

What Could Have Been Done Better?

Myra was courteous, but no follow-up process was in place. There was no attempt to hold the order, log my call, or notify a supervisor. It was a missed opportunity—and it highlights why systems and training matter so much.

But what stood out most wasn't the loss of the sale. It was the consistency in how every part of the experience was built around the customer’s emotions and intentions.

Now Let’s Talk About Your Website

1-800-Flowers doesn’t bombard customers with clutter or “look at me” promotions. Their messaging is all about you—the buyer:

• “Need it fast?”

• “Flowers delivered today.”

• “Who have you been meaning to reconnect with?”

It’s personal. Emotional. Effective.

Your website should do the same. When a customer lands on your homepage, they should immediately feel:

• Invited to shop.

• Encouraged to send flowers.

• Assured that their order matters.

Most florist websites aren’t doing this well enough. They’re built like catalogs, not conversations. Your site should speak like a caring florist, not a warehouse.

What I Did Differently

When I built my own company, I modeled the online experience after 1-800-Flowers. I made sure everything spoke to the customer. I invested in a POS system (RTI) that could grow with me—even when I could barely afford it. I was borrowing from one credit card to pay another. People laughed. They said I was overdoing it.

But I wasn’t investing in today—I was preparing for tomorrow.

One person who never laughed? Frank Campisi, who owned Jennie’s in Tampa. He was one of the smartest people I’ve ever met. Big shops get it. They applaud ambition. It's often the smaller, struggling ones that mock it.

Why I Give

I’ve mentored many flower shops and still do. These videos, blog posts, and stories—I share them to help. I’ve seen this industry hungry for direction. While others focus on design competitions, I focus on what keeps flowers moving: strong business platforms.

Despite growing from zero to over $5 million in annual sales, I was never named "Marketer of the Year." That taught me to stop waiting for recognition. Just do the work.

I wish more industry groups would shine a light on florists who are improving the business side—because creativity is wasted if your shop isn’t profitable.

A Tip You May Not Know

Out-of-town orders can bring in over 40% profit—if you know how to price and manage them right. Don’t shy away from charging for that service. Just like a lawyer bills for expertise, you’re offering knowledge, experience, and peace of mind.

Florists with real POS systems—RTI, MAS, etc.—stood out to me. That * next to their name? It told me they were serious. It wasn’t about how big their shop was—it was about the commitment behind it.

More Ideas to Grow

• Wrap your vehicles. It’s one of the cheapest ways to brand in your community.

• Invest in technology. I helped create Flower Manager, which cost over $35,000 back then. That was a bold move—but smart shops understood the value.

• Get real reviews. I launched LocalFlowerShop.com and RateAFlorist.com—not to profit, but to raise the bar. No pay-to-play. Just honest feedback.

I may not do things the way everyone else does, but I’m proud of the work. I’ve sent more than 50,000 wire-outs. That’s real money for florists. That’s impact.

Are You Doing Your Part?

This is a call to action—not just to improve your shop, but to support others doing the same. Be a YES WE CAN florist. Stop saying you can’t afford to invest—and think about what it costs if you don’t.

Keep your site welcoming. Keep your message clear. Encourage people to send flowers—always.

Let’s grow this industry together.
-Art

Why Organic Traffic Is Your Best Investment in 2025 (And Why Paid Ads Aren’t Cutting It Anymore)

It’s no secret—Google Ads are taking a hit. Costs are rising while traffic is declining. Businesses that once relied heavily on paid advertising are now seeing diminishing returns, forcing many to ask: What’s next?

The answer is simple: organic visibility is on the rise, and it’s where the smartest businesses are shifting their focus.

Organic Traffic Is Climbing—But It's Not as Simple as It Used to Be

While organic traffic is gaining momentum, not all content strategies are benefiting equally. Recent Google updates have targeted mass-produced local pages, devaluing thin or templated content. But that doesn’t mean organic is dead—it means it’s evolving.

To thrive today, your site must be:

• Properly structured

• Regularly updated

• Rich in high-quality, location-specific content

• Aligned with the new AEO (Answer Engine Optimization) model

What’s AEO, and Why Should You Care?

AEO stands for Answer Engine Optimization—a shift from simply ranking in search engines to appearing in direct answers, featured snippets, and voice searches.

In short, the value of being visible when a customer needs an answer is greater than ever. And that’s where optimized inner pages, smart content strategies, and clear, structured answers come in. These are the pages driving calls, clicks, and real business—not just empty website visits.

Show Me the Value: Organic vs. Paid

Let’s break it down. Here's a basic look at what businesses are spending on Google Ads:

Monthly Ad SpendAvg. ClicksAvg. Conversion RateCost per Lead$1,500~3003–5%$100–$150$3,000~6003–5%$100–$150

Compare that with organic strategies, where the traffic compounds over time, the cost per lead drops significantly, and you're not "renting" visibility—you’re building lasting authority.

The Ground Floor Is Now—Before Prices Go Up

Right now, we’re still offering full-service packages that include:

• Custom content creation

• Location pages that rank

• Membership and directory optimization (yes, even your BBB profile)

• Yelp and Bing optimization (yes, Bing is growing)

• LinkedIn, blog posts, inner page structure, and snippet prep

And yes—all powered by AI, but only for our clients.

We’ve had many outside requests for help, and while we’d love to assist everyone, we simply don’t have the bandwidth to jump into projects we didn’t help build from the ground up. SEO—and now AEO—only works when everything is in harmony: your content, your site structure, your goals.

Ready for What’s Next?

We don’t promise magic. There’s no shortcut or one-time fix. But what we can promise is this:

• Consistent content = consistent growth

• Smart site structure = better visibility

• AEO done right = real business

Summer is around the corner. Now’s the time to get ready. The cost of waiting? Missed traffic. Missed calls. Missed business.