[Voiceover]: Welcome to the checkout. We catch up with previous add to cart guests and ask them five quick questions to get to know them better and leave you with a little extra inspiration to get you through your Friday.
[Voiceover]: Today's checkout features Kelly Jemison, founder and managing director of Edible Blooms. Kelly founded Edible Blooms as a small family business keen to bring moments of joy in the form of sweet treat bouquets to as many people as possible. Now, 17 years later, edible Blooms has grown to include gourmet gift hampers and living plant deliveries and took out the 2022 Canster Most Satisfied Customers award.
Nathan Bush: Kelly, welcome to the checkout. Thank you so much for sharing everything you did in the main episode. We learned a lot about looking after your customers and moments of joy, but we're here to learn a little bit more about you. Five quick questions. Okay, what is the weirdest thing that you've ever bought online?
Kelly Jamieson: Oh God, that. Honestly, this is a really tough question and I actually love listening to other people's but I would say I had a delivery today in the office and it was a model airplane from the UK for my 11 year old son so that he's into model airplanes moment. So all these bizarre model airplanes have been arriving in the office. And then another quirky one that I'll add to it because we have a working farm with cattle and my husband has actually bought cows online so there's another one to add to the mix.
Nathan Bush: So that is good. We haven't had that one before.
Kelly Jamieson: Yeah, yeah.
Nathan Bush: All right, number two, who is your favorite retailer?
Kelly Jamieson: Oh, look, it has to be appliances online. I am a massive fan of theirs. I think their delivery process is epic. She had deliveries on the weekend from them because we've just moved into a new city apartment and they just were like, the service was amazing. They took all the cardboard, all of the stuff away. They plugged the fridge in, they plugged the washing machine in. It was just such a great experience. So I definitely say appliances online.
Nathan Bush: So true. And it is the offering, right, to take away and to put in your new equipment. But every time I've had a delivery, and I've probably had three over the last six months from them, is that the people who are delivering, it's just so the friendliest, most helpful.
Kelly Jamieson: That's so good. They're so good. Yeah. And my husband even said when they were here, he said they've literally taken all the pain points out of like household appliance deliveries. Like they're taking away the cardboard because there's a huge amount of that, like, they connect it. They do. He said all the things that you hate doing, they just make it so easy.
Nathan Bush: I know. I think I need an affiliate link from them for this show.
Kelly Jamieson: Totally.
Nathan Bush: All right, number three, which E commerce practice do you wish was history?
Kelly Jamieson: Look, I'm going to go back to that five most important questions review that we did in our business this year. And I think in E commerce, we've all had so much data and we look at so much information all the time. And so something that we're trying to do at Editable Blooms is really saying, what can we stop doing? Like, what are the reports we don't need? What are the reports that have been generated that are not actually making a fundamental change to our business? So I think we need to do more of that because we need to simplify a very complex space that we work in.
Nathan Bush: Yeah. And I think we're hitting that nerve again of yours around hearing that word, those words of. Because we've always done it this way.
Kelly Jamieson: Yeah, totally. Yeah.
Nathan Bush: All right, number four, can you recommend a book or a podcast that our listeners should immediately get into?
Kelly Jamieson: I'm a big reader, but a book that I've read that I just really enjoyed recently is a book called Red Notice by Bill Browder. And it's probably not really like a traditional business book, but I just learned a lot about how parts of the world, like particularly Russia, work that I had no, no idea about. So it's just a really intriguing book to read. And there's a second sequel that I've read also, but I'd really recommend people read Red Notice. It's quite epic.
Nathan Bush: That's awesome. We haven't had that recommendation, so thank you very much. And last one I have for you. Number five, finish this sentence. The future of retail is sustainable. Beautiful. We heard all about your sustainability journey so far at Edible Blooms in the main episode, and I've got a feeling there's a lot more to come. Kelly, thank much for joining us on the checkout.
Kelly Jamieson: Oh, thanks, Nathan. Great to speak. See you soon.
[Voiceover]: To hear more from Kelly, jump back into episode 267, where Kelly shares her decision to move away from NPS as a customer feedback tool. She also has a great mini guide to writing a business plan that isn't too painful. And she also shares the best thing about having a simple sibling as a co founder. Thanks for listening. And until next time, keep adding to card.
