DTP-A GROUP 1

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Feb 20, 2024

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Digital Transformation Project - Part A Sylvia’s - Amling’s Flowers Marwa Abedelsalam Kentrice Frison OMIS 647 January 28, 2024

Digital Transformation Project - Part A A) IDENTIFY & DESCRIBE Sylvia's-Amlings Flowers is a full-service florist that serves Chicagoland, including Arlington Heights, and Elmhurst, Illinois. Sylvia’s-Amlings Flowers was founded in 1889 and has a rich history of designing and delivering the freshest flowers to most of Chicago and the surrounding cities. With a variety of floral arrangements for any occasion, from birthdays, anniversaries, weddings to funerals, they are the go-to for floral. The company also provides same-day local delivery, free consultations, weekly deals, and unique handmade designs. The company emphasizes a "customer-obsessed" philosophy to show how committed they are to customer satisfaction. Every team member is committed to go the extra mile to ensure customer contentment, reinforcing the company's dedication to delivering exceptional service. In the store, you can purchase loose flowers and Grab-N-Go roses. Customers can explore Sylvia's- Amlings well-stocked coolers, filled with exclusive, fresh, and handmade designs from a talented team of floral artisans. For any occasion, Sylvia-Amling will schedule a call or set up a free consultation in store for a more in-depth floral selection with the assistance of a staff member. Every day is a great day to treat yourself or a special loved one with flowers from Sylvia's- Amlings. Moreover, Sylvia actively engages its customers' experience on their online platforms, requesting them to share their positive experiences by leaving reviews on social media and websites. Another way the company uses to gain feedback is after the delivery of each floral arrangement, Sylvia's conducts a brief online customer satisfaction survey. Surveys are a proactive approach that seeks immediate feedback and reflects the company's commitment to continuous improvement based on customer input and satisfaction.

Digital Transformation Project - Part A B) DIGITAL CHALLENGE Customer Experience - Personalization Sylvia's-Amlings mission to be “customer obsessed” fails to demonstrate its core value with a compelling customer experience from digital to a physical experience. Customers don’t have the ability to uniquely customize orders or receive product recommendations, which limits their ability to stay a loyal brand member. If the option to choose vase/flower colors, designs, and even a unique note, to add a personal touch, it could attract more customers by giving them a personalized experience. Outdated Software Flowers are a precious gift, making it a very selective product to purchase. The quality of the flowers is key to distinctly stand out in the floral industry. The company's website is outdated and only incorporates customer reviews sourced directly from Google. Showcasing reviews from verified customers directly on the website builds trust among its customers, verifies quality of freshness, enhances transparency, and increases the business's online credibility. Potential and returning customers can gain insights into the company's reputation through verified website purchases under the direct product link.

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Digital Transformation Project - Part A C) KEY CONCEPT: Customer Engagement & Loyalty Innovation is needed for the expansion of Sylvia’s in a competitive and limited industry to create a compelling customer experience and become a Digital Master. With more digital technology and resources, like AI, social media, mobile applications, data and CRM, customers will be able to experience the full floral experience that the brand wants them to have. ● Artificial Intelligence (AI) : By tracking user behavior, AI can make recommendations for customers and predict purchases. AI will enable the business to create more personalized and relevant content for the target audience, based on the data and insights into customer behavior, preferences, and interests based on previous purchases. ● Leverage Data: Collecting core customer information, such as special occasions and dates, to personalize in store interactions is key to fulfilling the company’s mission of being “customer-obsessed”. Timely messages offering promotions or reminders, can be sent out to create a lasting impression and encourage customers to remain loyal. Data could bring the digital experience to the physical store to create a unique shopping experience. ● Customer Relationship Management (CRM): CRM software would help Sylvia's- Amlings maintain a detailed customer database with contact information, purchase history, and special occasions. Building a lasting customer experience is a core component of success in the floral industry. Leveraging this software would help send out

Digital Transformation Project - Part A personalized offers, reminders, and recommendations. Thoughtful touches create a more meaningful and engaging relationship with customers, ensuring they return to shop for all floral needs in the future. ● Mobile App: Creating a flower delivery app to streamline processes, send regular notifications about promotions, events, and new product lines, would help Sylvia- Amling’s become a digital fashionista. The business website alone may not be enough in a world of emerging technology. A mobile app offers a fast and convenient shopping experience. The app could even implement loyalty programs, push notifications, and subscriptions to enhance overall customer engagement. ● Social Media : Sylvia’s can monetize engagement by establishing a stronger presence on Facebook, Tik Tok, Instagram, and other platforms, by regularly posting engaging content regularly with a blend of reels, images, and videos. Utilizing social media platforms can update customers on floral prices, offers, and events. Leveraging social media for advertisement and brand awareness can improve customer engagement. A combination of visuals and compelling captions can enhance the impact of their social media pages and lead the company to digital mastery.

Digital Transformation Project - Part A SOURCES: Bill. (2023, September 13). 5 ways to get people into your flower shop - floranext - florist websites, Floral Pos, floral software . Floranext. https://floranext.com/5-ways-to-get- people-into-your-flower-shop/ Firm, R. I. (2023, December 19). Marketing strategies you can use to increase your online flower delivery business . LinkedIn. https://www.linkedin.com/pulse/marketing-strategies- you-can-use-increase-your-online-it-firm-xesdf Gregory, D. (2020, March 21). Digital engagement: Transforming customer loyalty . Loyalty360. https://loyalty360.org/content-gallery/daily-news/digital-engagement- transforming-customer-loyalty

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Digital Transformation Project - Part A PERSONAL CONTRIBUTION: Marwa – Part A & C Kentrice – Part B & C We both contributed equally to complete the assignment.

DTP-A GROUP 1

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