Episode 2:

Adapting Through Generations: Business Growth and Market Shifts with Walter Knoll, Walter Knoll Florist

Arthur Conforti, founder of Bloomerang Solutions, continues to lead the way in the digital marketing sphere, transforming local flower shops into industry powerhouses through innovation, expertise, and strategic partnerships. In his latest podcast episodes, Conforti engages with key figures like Walter Knoll of Walter Knoll Florist, sharing stories and insights that have shaped the evolution of the floral industry. These conversations reveal not only the history and resilience of the industry but also the cutting-edge strategies that have driven unprecedented growth.

From Humble Beginnings to Industry Trailblazer

Arthur Conforti’s journey in the floral industry began with Beneva Flowers, a retail flower shop in Sarasota, FL, which he founded in 1986. Under his leadership, the shop grew into a multi-million-dollar enterprise, last reported at over $5 million in annual revenue. Conforti’s passion for innovation was evident early on, as he adopted new technologies and developed proprietary systems that set the stage for his later success with Bloomerang Solutions.

In the latest podcast episode, Conforti reminisces about his early days, recounting how he took risks that others deemed unconventional. From investing in cutting-edge software like Rose Bud Systems to being an early adopter of RTI in 1996, Conforti pushed the boundaries of what was possible in the industry. These experiences laid the foundation for Bloomerang Solutions, a company dedicated to helping florists leverage digital marketing to achieve remarkable growth.

A Deep Dive into Industry Transformation: A Conversation with Walter Knoll

In a recent podcast, Conforti was joined by Walter Knoll, whose family business, Walter Knoll Florist, boasts a history dating back to 1883. The two industry veterans discussed the early innovations that set them apart, including their mutual adoption of advanced software systems and participation in transformative events like the Teleflora executive briefings. Their shared commitment to pushing the envelope led to the development of groundbreaking programs like “Helping Hands,” which revolutionized how florists partner with local charities to increase sales and community engagement.

Knoll shared his experiences with adopting new technologies, including his transition to RTI, which he initially doubted but later credited for doubling his business within a year. This shift marked a turning point for Walter Knoll Florist, propelling them into a new era of efficiency and growth. The podcast highlighted the importance of continuous innovation, with both Conforti and Knoll emphasizing that in a rapidly evolving industry, resting on past successes is not an option.

Innovating Together: The Birth of New Marketing Strategies

During the podcast, Conforti and Knoll recalled their collaboration on several innovative marketing strategies that have become staples in the floral industry. One such initiative was the "Helping Hands" program, which involved local charities promoting the florist’s services in exchange for a portion of the proceeds. Another was “Lucky Stems,” a campaign designed to engage customers with fun, gamified purchases. These programs, conceived during brainstorming sessions on industry trips, exemplify how collaboration and creativity can yield powerful results.

Conforti’s and Knoll’s partnership extended beyond idea-sharing; they actively tested and implemented these strategies, fine-tuning them for maximum impact. Their efforts were instrumental in helping their respective businesses and many other florists achieve significant revenue growth. These success stories underscore the value of networking and knowledge-sharing within the floral industry.

Embracing Technology: The Shift from Traditional to Digital

A significant theme throughout the podcast was the evolution of technology in the floral industry. Conforti and Knoll discussed their early experiences with wire service websites, which were initially rudimentary but have since evolved into sophisticated digital platforms. Conforti’s experience in building Coast to Coast Florist, a nationwide network, further highlights his vision and ability to capitalize on emerging technologies.

Knoll shared anecdotes about the early days of integrating software like Galacticom for order processing, long before the internet as we know it existed. His experience as an electrical engineer and software developer gave him a unique perspective on how technology could streamline operations and enhance customer service. Together, Conforti and Knoll championed the idea that a florist’s website should be managed with the same care and attention as a physical storefront, emphasizing the importance of merchandising, user experience, and continuous updates.

Exceeding Expectations: A Commitment to Customer Satisfaction

A key takeaway from the podcast was the shared philosophy of exceeding customer expectations. Conforti’s mantra, “Exceeding Expectations,” became a guiding principle for his business practices. Both he and Knoll stressed that the core of the floral industry is sentiment transmission—delivering not just flowers but emotions, memories, and messages. They emphasized the importance of timeliness and quality in every order, noting that even small mistakes can have a significant impact on a customer’s experience.

Knoll shared a compelling example: a sympathy arrangement that arrived late could result in a missed opportunity to comfort someone in a time of grief, undermining the very essence of the service. Conforti agreed, underscoring the need for consistency, efficiency, and a personal touch in every aspect of the business. Their discussion highlighted the unique role that florists play in conveying emotions, making timely delivery and high-quality arrangements paramount.

Building a Legacy Through Strategic Partnerships

The podcast concluded with a reflection on the importance of strategic partnerships and a shared vision for the future of the floral industry. Conforti’s collaboration with Knoll is just one example of the many successful partnerships he has forged through Bloomerang Solutions. By working closely with industry leaders like Bice’s Florist in Fort Worth, TX (which rose from a Teleflora Top 100 Florist to a Top 20 Florist), and others such as Griffin’s Floral Design in Columbus, OH, and Allen’s Flowers in San Diego, CA, Bloomerang Solutions has consistently delivered transformative results.

The success stories don’t end there. Conforti has also helped Walter Knoll Florist in St. Louis, Boyd’s Florist in Wilmington, DE, Mary Murray’s Flowers in Tulsa, OK, Gainan’s Flowers in Billings, MT, and Abbott’s Florist in the Midwest achieve new levels of growth and profitability. These partnerships reflect Conforti’s commitment to sharing his knowledge and experience to uplift the entire floral industry.

If you’re ready to take your floral business to the next level, Bloomerang Solutions is here to help. Contact us today to learn more about our proven strategies and innovative solutions designed to drive growth and success.