{"id":19293,"date":"2014-05-20T00:00:00","date_gmt":"2014-05-19T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/lekanda-floristas-an-online-store-that-boosts-local-commerce\/"},"modified":"2014-05-20T00:00:00","modified_gmt":"2014-05-19T22:00:00","slug":"lekanda-floristas-an-online-store-that-boosts-local-commerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/lekanda-floristas-an-online-store-that-boosts-local-commerce\/","title":{"rendered":"Lekanda Floristas, an online store that boosts local commerce"},"content":{"rendered":"

A kiss after delivering a bouquet. That\u2019s how Izaskun Obieta has been thanked for her work on more than one occasion. At the helm of Lekanda Floristas<\/span><\/a><\/span> for over 25 years, Izaskun has turned her online strategy into a local business. Her area of operation covers about 41 km\u00b2 around Bilbao, an area with more than 30 florists present online. <\/span><\/strong><\/p>\n

What\u2019s the hardest flower to get?<\/strong><\/p>\n

The natural black rose. I\u2019ve never seen one.<\/em><\/p>\n

The most requested?<\/strong><\/p>\n

The flower we sell most is the rose, and probably, <\/em>although I\u2019ve never worked it out, we sell close to 1,000 dozen a year.<\/em><\/p>\n

The most expensive?<\/strong><\/p>\n

A few years ago I\u2019d have said orchids, but that wouldn\u2019t be true today. <\/em>Among orchids, the Vanda would be the most expensive, and it\u2019s my favorite.<\/em><\/p>\n

The most extravagant order?<\/strong><\/p>\n

Phew! That\u2019s hard. After 25 years working with flowers, they still surprise me. <\/em>I remember when I had to dye a preserved rose silver. It turned out beautiful!<\/em><\/p>\n

What\u2019s your everyday motto?<\/strong><\/p>\n

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\u2026 sometimes they\u2019ve even given me a kiss. For me, a happy customer who\u2019s satisfied with my work is what matters most, and we put a lot of care into it.<\/em><\/p>\n

\"izaskun-foto2\"<\/a><\/p>\n

Izaskun Obieta, owner of Lekanda Floristas<\/pre>\n
What do you think defines you or sets you apart in an area with so many florists that, like you, operate around Bilbao?<\/strong><\/p>\n
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.<\/em><\/p>\n
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?<\/strong><\/p>\n
There was no clear goal. Both personally and professionally, I\u2019m 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\u2019d 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.<\/em><\/p>\n
What effects have you noticed since launching it? Do you offer the same as in your physical shop?<\/strong><\/p>\n
Besides direct sales, the online store has multiplied our phone calls and sales without customers having to come in. It\u2019s 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. <\/em><\/p>\n
Online is like buying from a catalog: you see a photo and, if you like it, you buy it. Customers have to trust they\u2019ll receive it, not least because they pay without receiving anything, having only seen a photo. And you can\u2019t 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. <\/em><\/p>\n
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\u2019ve taken a high-quality photo and uploaded it, I\u2019ve already sold it in the shop and have to take it down, because the next one looks nothing like it.<\/em><\/p>\n
\u201cMost people use the internet to search and compare; you no longer need to walk into shops to see what they have\u201d<\/em><\/h3>\n
You\u2019re 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?<\/strong><\/p>\n
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\u2019ve only seen in a photo from companies we don\u2019t know exist is another matter. That\u2019s why I think people tend to call or even come to the physical shop: they need to know there\u2019s a company and real people behind it.<\/em><\/p>\n
Why local? We deal with highly perishable goods, and transporting them is very delicate. They can\u2019t be tipped over or exposed to high or very low temperatures; flowers can\u2019t carry water in transit and may wilt; plants have soil and break fairly easily. They\u2019re not heavy, but they\u2019re bulky. They require specialized transport. It\u2019s a delicate issue we\u2019re looking into.<\/em><\/p>\n
\u201cEven if you then call or visit the shop, the first search is always online.\u201d<\/em><\/h3>\n
What role do you think the website plays today? Has it helped you get known?<\/strong><\/p>\n
It helps us a lot. It supports the shop. Who doesn\u2019t search Google first when they need something? Even if you then call or visit the shop, the first search is always online.<\/em><\/p>\n
You specialize in weddings and even have a special bridal package. A demanding sector. Has the online store helped? If so, how?<\/strong><\/p>\n
Well, every single one of them says they\u2019ve visited our online bridal section. I get loads of emails from brides asking for information. In that respect, I\u2019m thrilled!!<\/em><\/p>\n
I know you run several initiatives to promote local commerce. Can a local vision go hand in hand with going online? Why?<\/strong><\/p>\n
They go together perfectly. The physical shop, which in our case is in a small town, needs local spending to survive. I\u2019m 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\u2019t imagine how happy she\u2019ll be to know her son or daughter remembered her.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"
A kiss after delivering a bouquet. That\u2019s 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 km\u00b2 around Bilbao, an area with more […]<\/p>\n","protected":false},"author":2,"featured_media":12556,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2505],"tags":[1757,1827],"class_list":["post-19293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trilogi-news","tag-local-online-marketing","tag-local-seo"],"yoast_head":"\nLekanda Floristas, an online store that boosts local commerce | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"A kiss after delivering a bouquet. 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