Whenever Riverview sends a flower arrangement to a client, Special Services is always an email or phone call away for a speedy delivery. Greg touches upon the virtual aspect of Special Services, and face-to-face interaction with clients:

In Special Services, we all have the ability to build relationships with clients without having to meet them face-to-face; this doesn’t take away from client interactions because deep relationships are still built! It’s not a necessary factor. I think it shows how great of a job Winston does with its products and services.

We cultivate relationships with clients, and through consistent, high-class service, we build trust and loyalty. That’s what is most important. Our goal is to connect the dots, and to form genuine relationships with clients in order to foster long-term relationships and add value to their lives in some way; it all takes time and patience.

Co-branding is a popular subject at Riverview. We discussed Winston’s co-branding strategies, and asked Greg how these partnerships leverage brand equity. He says:

I think it’s essential to partner with high-end companies that match Winston’s brand in order to maintain the quality image. However, this also depends on the client. I often find myself in Target, picking up products for clients who have children, in order to fulfill the need of that particular demographic. You have to think about what the client wants, and that’s ultimately what we seek to accomplish at Special Services. Some of the high-end companies include Neiman Marcus, Nordstrom, Lord & Taylor, Tiffany’s, and local company Beacon Hill Chocolates.

♦♦♦

Maintaining a quality brand is an ongoing process. Greg Mastroianni highlights the importance of quality starting from within the company – through the employees and culture. Special Services focuses on learning about clients and ensuring that their experience is top notch. By fostering meaningful relationships with customers, Winston Flowers upholds the core values originally instilled by the founders, Robert and Maynard Winston.

Contributors: Alan Arcadipane is a business analyst at Riverview Capital’s Business Advisory Group who helps clients grow revenue and enhance efficiencies. Melysa Latham, Marketing & Communications, is a member of Riverview Capital’s Business Advisory Group.