A kiss after delivering a bouquet. That’s how Izaskun Obieta has been thanked for her work on more than one occasion. At the helm of Lekanda Floristas for over 25 years, Izaskun has turned her online strategy into a local business. Her area of operation covers about 41 km² around Bilbao, an area with more than 30 florists present online.
What’s the hardest flower to get?
The natural black rose. I’ve never seen one.
The most requested?
The flower we sell most is the rose, and probably, although I’ve never worked it out, we sell close to 1,000 dozen a year.
The most expensive?
A few years ago I’d have said orchids, but that wouldn’t be true today. Among orchids, the Vanda would be the most expensive, and it’s my favorite.
The most extravagant order?
Phew! That’s hard. After 25 years working with flowers, they still surprise me. I remember when I had to dye a preserved rose silver. It turned out beautiful!
What’s your everyday motto?
I love flowers and I love selling them, but for me nothing beats delivering a bouquet: the faces of the people receiving it, the surprise, the joy… sometimes they’ve even given me a kiss. For me, a happy customer who’s satisfied with my work is what matters most, and we put a lot of care into it.
Izaskun Obieta, owner of Lekanda Floristas
What do you think defines you or sets you apart in an area with so many florists that, like you, operate around Bilbao?
Everything that goes out the door is handcrafted in a completely personal way. Every florist has their own style, and I have mine. We make all the bouquets, centerpieces and so on ourselves, which makes them unique. We try to adapt to the customer in every way.
A little over a year ago you added an online store to your business. Why did you decide to open it? Were you looking for something specific, a set goal?
There was no clear goal. Both personally and professionally, I’m an online shopper. As a working, self-employed mother, I find it very practical and save a lot of time shopping online; professionally, it also lets me see things I’d otherwise only see when they arrived, and it makes my life much easier. So I thought there must be lots of people like me, and that flowers are something you can buy without physically going to the florist. It seemed like a good way to get publicity and a chance to increase sales.
What effects have you noticed since launching it? Do you offer the same as in your physical shop?
Besides direct sales, the online store has multiplied our phone calls and sales without customers having to come in. It’s almost impossible to sell the same things in the physical shop as online. In the shop you talk to the customer and can give them exactly what they want.
Online is like buying from a catalog: you see a photo and, if you like it, you buy it. Customers have to trust they’ll receive it, not least because they pay without receiving anything, having only seen a photo. And you can’t personalize the product because, without a conversation, you know nothing about that person; you have to make it look as much like the photo as possible.
On the other hand, in our case many of the things we make are one-of-a-kind. For example, we make lots of preserved-rose centerpieces, but no two are alike. If we wanted to put them on the website, by the time I’ve taken a high-quality photo and uploaded it, I’ve already sold it in the shop and have to take it down, because the next one looks nothing like it.
“Most people use the internet to search and compare; you no longer need to walk into shops to see what they have”
You’re using local SEO techniques in an area with fierce competition among florists. Do customers reach you through the online store? And why a local online store?
Most people use the internet to search and compare; you no longer need to walk into shops to see what they have. From home, with no commitment and at any time, we can browse all kinds of products, check prices and compare stores without moving, in just a few minutes. Handing over our details, even our bank details, and buying things we’ve only seen in a photo from companies we don’t know exist is another matter. That’s why I think people tend to call or even come to the physical shop: they need to know there’s a company and real people behind it.
Why local? We deal with highly perishable goods, and transporting them is very delicate. They can’t be tipped over or exposed to high or very low temperatures; flowers can’t carry water in transit and may wilt; plants have soil and break fairly easily. They’re not heavy, but they’re bulky. They require specialized transport. It’s a delicate issue we’re looking into.
“Even if you then call or visit the shop, the first search is always online.”
What role do you think the website plays today? Has it helped you get known?
It helps us a lot. It supports the shop. Who doesn’t search Google first when they need something? Even if you then call or visit the shop, the first search is always online.
You specialize in weddings and even have a special bridal package. A demanding sector. Has the online store helped? If so, how?
Well, every single one of them says they’ve visited our online bridal section. I get loads of emails from brides asking for information. In that respect, I’m thrilled!!
I know you run several initiatives to promote local commerce. Can a local vision go hand in hand with going online? Why?
They go together perfectly. The physical shop, which in our case is in a small town, needs local spending to survive. I’m a strong believer in town life and shopping locally. Shops bring life and create jobs, but today the internet matters, and through it people on the other side of the world can buy flowers for very little money for their mother in Mungia. You can’t imagine how happy she’ll be to know her son or daughter remembered her.
