Merchandising Analysis

1. Mother’s Day Skinny Plan
2015

2. Mother’s Day Skinny - Summary
2
Next steps MD 2015
• Eliminate multiple assortment iterations (narrow, skinny 1)of skinny during holiday. Identify
problematic sku’s and monitor in real time twice a day during holiday. Continue to rationalize
container and stems during holiday.
• Final skinny based on stem rationalization of TF codified bouquet recipe and seasonal in store
inventory.
• Rationale is our florist have bought into our codified products and recipe and therefore will
have the stems in stock.
• Additional recommended stems are orchid and hydrangeas for variety and depth of
assortment.
Goodwill & Cancellations
• Follow V-day strategy for deprioritizing low price sku’s in marketing vehicles during the final
week of Mother’s Day.
• Include SKU’s driving incremental lift in AOV and
.
2015 Valentine’s Day learnings
• Merchandise step down approach is unnecessary if sales, ops, marketing, and merchandising
are in synch and reacting in real time.
• Deprioritizing low cost sku’s during final week of holiday improved overall efficiency and
customer service issues.

3. Mother’s Day Line-Up 2015 – Launch Line-up
3
$29.99 –1 Bouquets
$39.95 – 7 Bouquets
Upsy Daisy
TEV13-4A
$29.99
New to Mother’s Day Assortment
Problematic SKU
Meets final skinny criteria
$40.00-$49.95 – 15 Bouquets
Zen Artistry
T81-1A
$49.95
Enchanted
Garden
T15M400A
$49.95
Enchanted
Cottage
T50-1A
$49.95
Garden Romance
TEV20-1A
$49.95
Sweetest Sunrise
T403-3A
$49.95
Bejeweled
Beauty
TEV19-1A
$49.95
Deal of the Day
Make Her Day
TEV20-3A
$49.95
90-95% of bouquet stem rationalization

4. 4
Beautiful Butterfly
Bouquet
$59.95
$50- $59.95 –Bouquets
Bouquets
Mother’s Day Line-Up 2015– Launch Line-p
New to Mother’s Day
Assortment
Basket Full of Wishes
T27-2A
$52.95
Teleflora’s
Beautiful Butterfly
Bouquet
$59.95
Field Of Butterflies
Bouquet
$59.95
Parisian Pinks
T67-3A
$54.95
SDP of Charm
TEV27-1A
$54.95
Country Basket Blooms
T48-3A
$57.95
Your Sweet Smile
TEV11-1A
$54.95

5. Mother’s Day 2015 Launch Line-Up
5
$60- $69.95 –Bouquets
Imagination Blooms
T256-1A
$79.95
Always a Lady
T8-1A
$72.95
$72.95- $79.95 –Bouquets
Wondrous
Wishes
T11-1A
$72.95
Artfully
Yours
TEV40-1A
$64.95
Fashionista Blooms
T155-1A
$69.95
A Little Pink Me Up
T10-3A
$64.95
Blossoming Romance
TEV09-1A
$64.95
So Pretty
T404-2A
$62.95
Imperial Purple
Orchid
T98-1A
$64.95
*reminder to Check
vday

6. Mother’s Day 2015 Launch Line-Up
6
$80-89.99
New Sensations
T82-3A
$122.95
Divine Orchids
T99-1A
$99.95
$90-$100–Bouquets
Teleflora’s
Artful Elegance
$94.95
Spring Waltz
T141-1A
$82.95

7. Final Skinny launches Thursday May 7 (am/pm)
7
Zen Artistry
T81-1A
$49.95
Bejeweled
Beauty
TEV19-1A
$49.95
Blushing Lilies
TEV25-1A
$59.95
Parisian Pinks
T67-3A
$54.95
Country Basket Blooms
T48-3A
$57.95
Spring Has Sprung
T93-1A
$59.95
Dressed To Impress
TEV42-4A
$59.95
Enchanted
Garden
$49.95
Field Of Butterflies
Bouquet
$59.95
Beautiful Butterfly
Bouquet
$59.95
Teleflora's Artful
Elegance Bouquet
$94.95

8. Final skinny
8
New Sensations
T82-3A
$122.95

9. Appendix
2015

10. Modern Mother’s Day with a classic twist
10

11. V-Day 2015 Canceled Orders & Goodwill %
11
8.26%
13.40%
6.61%
12.40%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Orders Cancelled % Goodwill %
2014 2015
Strategy:
• Identify and de-prioritize problematic SKU’s.
• Merchandise & focus on higher price points in marketing vehicles bouquets
• Final skinny focused on existing stem and container inventory in florist shop
• Ops new program to release future order earlier
• Focus efforts on getting early delivery orders
Result
V-day cancellations decreased by 2% Overall goodwill as % of revenue decreased by 7 %
Recommendation:
Monitor and continue with this strategy for Mother’s Day

12. Mother’s Day 2015 Launch Line-Up
Holiday Codified
Teleflora’s
Beautiful Butterfly Bouquet
SRP: $59.95
T15M100A
Teleflora’s
Artful Elegance Bouquet
SRP: $94.95
T15M200A
Teleflora’s
Field Of Butterflies Bouquet
SRP: $59.95
T15M300A
Teleflora’s
Enchanted Garden Bouquet
SRP: $49.95
T15M400A

13. Final Skinny
Thursday May 8 Midnight – Saturday May 10th 9 am PST
13
Enchanted Cottage
T50-1A
$49.95
74 / 2.8%
This Magic Moment
T66-1A
$52.95
6 / 0.2%
Your Sweet Smile
TEV11-1A
$54.95
4 / 0.15%
Spring Romance
TEV24-4A
$49.95
NEW
A Little Pink Me Up
T10-3A
$64.95
2 / 0.07%
Always a Lady
T8-1A
$72.95
1 / 0.0%
Spring Waltz
T141-1A
$82.95
0
New Sensations
T82-3A
$122.95
0
Florist Choice
CHOICEST
$58.24
185 / 7.0%
16 Bouquets
0 Codified
APP: $63.72
Full of Love
TEV24-2A
$39.95
226 / 8.5%
Fashionista Blooms
T155-1A
$69.95
5 / 0.18%
TBD
TEV42-4A
$59.95
NEW
Cotton Candy
T37-1A
$39.95
20 / 0.75%
Smile for Me
TEV11-3A
$44.95
2 / 0.07%
TBD
TEV42-5A
$59.95
NEW
TBD
TEV42-2A
$94.95
NEW
New to Final Skinny
Bouquet Name
SKU Number
SRP
Cancels / Cancel % of Total
$39.95 Bouquets could need
to be removed earlier than
Saturday May 9th at 9:00 am PST

14. Final Skinny
Thursday May 8 Midnight – Saturday May 10th 9 am PST
14
Enchanted Cottage
T50-1A
$49.95
74 / 2.8%
This Magic Moment
T66-1A
$52.95
6 / 0.2%
Your Sweet Smile
TEV11-1A
$54.95
4 / 0.15%
Spring Romance
TEV24-4A
$49.95
NEW
A Little Pink Me Up
T10-3A
$64.95
2 / 0.07%
Always a Lady
T8-1A
$72.95
1 / 0.0%
Spring Waltz
T141-1A
$82.95
0
New Sensations
T82-3A
$122.95
0
Florist Choice
CHOICEST
$58.24
185 / 7.0%
16 Bouquets
0 Codified
APP: $63.72
Full of Love
TEV24-2A
$39.95
226 / 8.5%
Fashionista Blooms
T155-1A
$69.95
5 / 0.18%
TBD
TEV42-4A
$59.95
NEW
Cotton Candy
T37-1A
$39.95
20 / 0.75%
Smile for Me
TEV11-3A
$44.95
2 / 0.07%
TBD
TEV42-5A
$59.95
NEW
TBD
TEV42-2A
$94.95
NEW
New to Final Skinny
Bouquet Name
SKU Number
SRP
Cancels / Cancel % of Total
$39.95 Bouquets could need
to be removed earlier than
Saturday May 9th at 9:00 am PST

15. Appendix

16. Modern Mother’s Day with a classic twist
16

17. 17
Mother’s Day Line-Up Overview
(2012 vs. 2013)
Launch
4/27
Launch
Mon 4/15
Launch
Wed 5/1
(AM)
Launch
Sun. 5/5
(AM)
Launch
Fri 5/10
(AM)
Launch
Fri 5/ 10
(Noon)
Mother's Day Category
2012
Starting
Lineup
2013
Starting
Lineup
Narrowed
Assortment
Skinny 1
Lineup
Skinny 2
50% Codified
Final Skinny
0% Codified
# of Products in Category* 68 72 52 44 36 16
Mother’s Day Codified Bouquets 11 8 8 7 7 0
Total # Codified Products in Category 44 47 30 22 18 0
Total # Non-Codified Products in Category 24 25 22 22 18 16
Avg. Price Point for the M-Day Category $62.03 $54.49 $54.93 $54.75 $56.24 $62.46
% of Total Codified Products to Category
Total
65% 65% 58% 50% 50% 0%
• Includes Deal of the Day
• AOV Mother’s Day Card Code 2012 = $50.39
• AOV Target for year is $58.06 (includes Sympathy)

18. Mother’s Day Narrowed Assortment – Sun. May 4 PM
18
Possibly Pink
T145-1A
$39.95
3,585
Morning Melody
T68-3A
$44.95
3,293
Just Tickled
$39.95
2,428
Chickadee
T33-1A
$34.95
2,091
Radiant Reflections
TEV31-3A
$39.95
2,138
Perfectly Pastel
TEV13-5A
$39.95
2,994
Sweetest Sunrise
T403-3A
$49.95
3,987
Garden Romance
TEV20-1A
$49.95
3,219
Upsy Daisy
TEV13-4A
$29.99
4,140
Polka Dots & Posies
T52-3A
$39.95
3,585
Smile and Shine
TEV21-3A
$49.95
1,446
Fancy Free
TEV32-2A
$39.95
2,027
Bejeweled Beauty
TEV19-1A
$49.95
3,219
Turn Up the Pink
TEV33-1A
$49.95
3,401
Make Her Day
TEV20-3A
$49.95
2,764
Jumping for Joy
T48-1A
$39.95
WS
Enchanted Cottage
T50-1A
$49.95
WS
Enchanted Garden
T14M400A
$39.95
HC
Butterfly Serenity
T14M300A
$49.95
HC
Violets & Butterflies
T92-3A
$44.95
WS
56 Bouquets
29 Codified / 52%
APP: $57.31
Bouquet Name
SKU Number
SRP
# Florists Codified

19. Mother’s Day Narrowed Assortment – Sun. May 4 PM
19
So Pretty
T404-2A
$62.95
2,428
Sweet As Sugar
T50-2A
$72.95
3,987
Meant to Be
TEV28-1A
$59.95
1,898
Blushing Lilies
TEV25-1A
$59.95
1,806
SDP of Charm
TEV27-1A
$54.95
2,109
Parisian Pinks
T67-3A
$54.95
1,806
Your Sweet Smile
TEV11-1A
$54.95
WS
Rosy Gift Set
TEV39-1A
$69.95
NA
Wondrous Wishes
T11-1A
$72.95
1,898
Opulent Orchids
T98-2A
$124.95
1,407
Queen’s Court
T63-1A
$82.95
2,507
Pink Bliss
T14M100A
$57.95
HC
Spring Has Sprung
T93-1A
$59.95
WS
This Magic Moment
T66-1A
$52.95
WS
A Little Pink Me Up
T10-3A
$64.95
WS
Blossoming Romance
TEV09-1A
$64.95
WS
Imagination Blooms
T256-1A
$79.95
WS
Always a Lady
T8-1A
$72.95
WS
Lavender Grace
T14M200A
$89.95
HC
Spring Waltz
T141-1A
$82.95
WS
New Sensations
T82-3A
$122.95
WS
56 Bouquets
29 Codified / 52%
APP: $57.31

20. Skinny 1 – Wednesday PM
20
$20.00’s
&
$30.00’s
-
7
Perfectly Pastel
TEV13-5A
$39.95
3,041
Full of Love
TEV24-2A
$39.95
WS
Jumping for Joy
T48-1A
$39.95
WS
Possibly Pink
T145-1A
$39.95
3,651
$40.00’s
-
10
Enchanted Cottage
T50-1A
$49.95
WS
Launch: 36
19 Codified / 53%
4 Holiday / 15 Everyday
APP: $56.71
Purple Tulips
$42.95
T148-2A
WS
Yellow Fellow
T56-1A
$49.95
WS
$50.00’s
-
10
Zen Artistry
T81-1A
$49.95
WS
A Little
Pink Me Up
T10-3A
$64.95
WS
Fashionista
Blooms
T155-1A
$69.95
WS
Imagination
Blooms
T256-1A
$79.95
WS
Spring
Waltz
T141-1A
$82.95
WS
New
Sensations
T82-3A
$122.95
WS
Wondrous
Wishes
T11-1A
$72.95
1,898
Always
A Lady
T8-1A
$72.95
WS
Lavender
Grace
T14M200A
$89.95
Holiday Codified
$60.00
& Above
9
Butterfly Serenity
T14M300A
$49.95
Holiday Codified
Enchanted Garden
T14M400A
$39.95
Holiday Codified
Pink Bliss
T14M100A
$57.95
Holiday Codified
Blushing Lilies
10R700
TEV25-1A
$59.95
Upsy Daisy
TEV13-4A
$29.99
4,140

21. Skinny 2
21
$30.00’s
-
7
Perfectly Pastel
TEV13-5A
$39.95
3,041 / 68%
Full of Love
TEV24-2A
$39.95
WS
Jumping for Joy
T48-1A
$39.95
WS
Possibly Pink
T145-1A
$39.95
3,651 / 69%
Morning Melody
T68-3A
$44.95
3,356 / 67%
Radiant Reflections
TEV31-3A
$39.95
1,382 / 55%
$40.00’s
-
10
Enchanted Cottage
T50-1A
$49.95
WS
Spring Sonata
T147-1A
$39.95
WS
Garden Romance
TEV20-1A
$49.95
1,824 / 64%
Sweet Blossom
T13M400A
$42.95
NA / 80%
Launch: Friday am, May 10
36 SKUS / 50% Codified
Purple Tulips
$42.95
T148-2A
WS
Bejeweled Beauty
TEV19-1A
$49.95
1,824 / 64%
Yellow Fellow
T56-1A
$49.95
WS
$50.00’s
-
10
Zen Artistry
T81-1A
$49.95
WS
So
Pretty
T404-2A
$62.95
2,218 / 61%
A Little
Pink Me Up
T10-3A
$64.95
WS
Fashionista
Blooms
T155-1A
$69.95
WS
Imagination
Blooms
T256-1A
$79.95
WS
Spring
Waltz
T141-1A
$82.95
WS
New
Sensations
T82-3A
$122.95
WS
Wondrous
Wishes
T11-1A
$72.95
1,894 / 58%
Always
A Lady
T8-1A
$72.95
WS
Lavender
Beauty
$89.95
NA / 73%
$60.00
& Above
9
Simply Sweet
T18-1A
$39.95
3,719 / 68%

22. Final Skinny Sequence 2014
22
Full of Love
TEV24-2A
$39.95
226 / 8.5%
Enchanted Cottage
T50-1A
$49.95
74 / 2.8%
This Magic Moment
T66-1A
$52.95
6 / 0.2%
Blossoming Romance
TEV09-1A
$64.95
6 / 0.2%
Fashionista Blooms
T155-1A
$69.95
5 / 0.18%
Spring Waltz
T141-1A
$82.95
0 / 0%
Always a Lady
T8-1A
$72.95
1 / 0%
New Sensations
T82-3A
$122.95
0 / 0%
A Little Pink Me Up
T10-3A
$64.95
2 / 0/07%
Your Sweet Smile
TEV11-1A
$54.95
4 / 0.15%
Cotton Candy PM
T37-1C
$59.95
26 / 1%
Make Me Blush
T4-1A
$72.95
2 / 0.0%
Launch Noon Friday May 10
0% Codified
Jumping for Joy
T48-1A
$39.95
61 / 2.3%
How Sweet It Is DX
T46-1B
$44.95
87 / 3.3%
Arrive In Style DX
T55-2B
$49.95
16 / 0.6%
Florist Choice
CHOICEST
$ 58.15
185 / 7%
701 orders cancelled
16% of tf.com cancels

23. Mother’s Day – Orders by Day Comparison
23
1/25/2014 1,579 4/21/2014 Mon 4,259 4/22/2013 Mon 3,263
1/26/2014 1,542 4/22/2014 Tue 3,693 4/23/2013 Tue 5,396
1/27/2014 3,405 4/23/2014 Wed 3,743 4/24/2013 Wed 4,599
1/28/2014 3,446 4/24/2014 Thu 3,473 4/25/2013 Thu 4,285
1/29/2014 3,329 4/25/2014 Fri 2,792 4/26/2013 Fri 3,474
1/30/2014 6,627 4/26/2014 Sat 1,731 4/27/2013 Sat 2,276
1/31/2014 3,587 4/27/2014 Sun 1,929 4/28/2013 Sun 2,723
2/1/2014 1,504 4/28/2014 Mon 4,660 4/29/2013 Mon 5,294
2/2/2014 1,701 4/29/2014 Tue 4,870 4/30/2013 Tue 5,253
2/3/2014 3,638 4/30/2014 Wed 5,663 5/1/2013 Wed 6,408
2/4/2014 3,564 5/1/2014 Thu 6,347 5/2/2013 Thu 6,631
2/5/2014 4,184 5/2/2014 Fri 5,968 5/3/2013 Fri 6,644
2/6/2014 4,360 5/3/2014 Sat 4,528 5/4/2013 Sat 5,075
2/7/2014 4,606 5/4/2014 Sun 7,435 5/5/2013 Sun 8,605
2/8/2014 3,210 5/5/2014 Mon 19,360 5/6/2013 Mon 23,579
2/9/2014 5,016 5/6/2014 Tue 20,565 5/7/2013 Tue 25,582
2/10/2014 11,945 5/7/2014 Wed 21,325 5/8/2013 Wed 24,429
2/11/2014 13,251 5/8/2014 Thu 23,916 5/9/2013 Thu 27,312
2/12/2014 14,388 5/9/2014 Fri 26,363 5/10/2013 Fri 29,338
2/13/2014 17,901 5/10/2014 Sat 8,981 5/11/2013 Sat 9,819
2/14/2014 6,930 5/11/2014 Sun 2,466 5/12/2013 Sun 2,666
119,713 Total: 184,065 Total: 212,651
2014 Vday (A)
Date Total DOW
Total
DOW
2014 - Mday (P) 2013 - Mday (A)
Date Date
Total

24. Projected Mother’s Day Online Orders
24
239
425
114
211
458
94
191
471
72
TF.Com eFlorist Partner Mkg
2012 Act
2013 Act
2014 Proj
-9%
Total Projected Online Orders
2013: 763K
2014: 734K (-4%)
+3%
-23%
• TF.com decline is driven by lack of
Amazon Local deal. LY orders: 6.5K
• eFlorist growth to be driven by
stronger orders per shop
• Partner Marketing decline result of
losing AARP and SW; Excluding: flat