The Business & Pleasure of Flowers
Join Vonda LaFever and Lori Wilson as they share expert advice, insider tips, and a whole lot of fun on all things floral. While everyone loves flowers, running a floral business can come with its fair share of challenges that might make you lose sight of the joy it brings. In this engaging and informative podcast, Vonda’s wealth of floral expertise pairs perfectly with Lori’s background in teaching, sales training, and life coaching to deliver valuable insights you can use right away.
From industry trends and the flower shop of the future to overcoming obstacles like boosting sales and building a stellar customer service team, they’ve got you covered. Discover how small shifts in your mindset and approach can create big transformations in your business and life.
Hit subscribe to put the pleasure back into your life, go back to loving flowers, find fresh inspiration, and bring the joy back to your business!
The Business & Pleasure of Flowers
Retail Business Adjustments & Customer Service with Julie Poeltler AIFD, PFCI, IMF, CAFA
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Episode 140: Vonda is joined by her bestie, Julie Poeltler AIFD, PFCI from Julie's Fountain of Flowers in the Iowa City, IA area. With over 40 years of owning her retail shop, Julie shares her thoughts on what's happening in her business and how she has made necessary adjustments. She also talks about the increase of kindness and trust of her customers and how she has built those relationships.
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I'm at the street light and the light turns green and I went, no.
SPEAKER_04Welcome to the business and pleasure of flowers. We're your hosts, Vonda LaFever.
SPEAKER_00And Lori Wilson, and we believe that business and fun are a perfect combination. Kind of like us, Vonda.
SPEAKER_04Hey, welcome, clickers. I'm here in central Iowa with a good friend of mine, Julie Poultler. Hello, Julie.
SPEAKER_03Hello, Vonda, and hello, clickers.
SPEAKER_04We are so glad to be here in the middle of Iowa doing a photo shoot for the Flower Click members, um, getting ready for Christmas and Valentine's Day, right?
SPEAKER_03Yes, absolutely.
unknownCan't wait.
SPEAKER_04So we were here together and we're like, hey, you know what? Let's just record a podcast. And last night we were gonna do it, but what happened, Julie?
SPEAKER_03Oh, we had dinner and a bottle of wine.
SPEAKER_04And so we said we couldn't do it then, so let's try it again tomorrow night. So here we are, and after spending a long day designing in and out of the cooler, put on probably five, ten miles as we're running back and forth in the warehouse here. Um, we're just having a chat. And I said, Julie, let's just talk about, you know, one, you own a flower shop in Lone Tree, Iowa.
SPEAKER_03That's correct.
SPEAKER_04And how long have you owned the shop?
SPEAKER_03Uh about 42 years.
SPEAKER_04Wow. Oh wow. So you got through a lot in those 42 years.
SPEAKER_03A lot, and thanks, God, year around, because I go to you for a lot of advice.
SPEAKER_04Oh, yeah, you're so sweet. You're so sweet. Um, but let's talk about those 40 years, Julie, how business has really changed. Okay. Sounds good. Laura and I've talked about, you know, the post-COVID, and I am so tired of post-COVID words, but I guess it is what it is, right?
SPEAKER_03That's correct.
SPEAKER_04You've seen an ebb and flow of business, you've gone through multiple recessions. Has this been the most challenging you've ever seen in business, or has it been comparable to anything else?
SPEAKER_03Well, what I heard on your if it wasn't your last podcast, maybe the podcast before, but it was about what is to come. And we have lived in a recession back in what 2008. Uh-huh. And we and I went through that. And I think that's what we're I'm feeling that same feeling that I've been there and I know what, you know, you you've experienced that. So you sort of adjust. And um, that's what, you know, I I agree with what you said, and that all you girls had said about that, what's to come. If you've been through it, you know, business is a little slower, but you you sort of pick out it's like going to the grocery store. You're not gonna buy the most expensive thing anymore, or some of the you buy the lesser expensive thing, maybe the same kind of peanut butter. You don't buy gif, you buy something with not a name on it, because maybe people that's where you're looking at conscious-wise, you're spending your money. Same way with flowers, you're not gonna overbuy, you're gonna buy what you need.
SPEAKER_04More conservatively, yes, you know, not expensive.
SPEAKER_03Until until you get the until you get in the groove of it, you know, we're just sort of new at this because you know, it just sort of has hit us in the last six months. We went from COVID where it was so busy and we could hardly, you know, catch up because everybody's started buying flowers and they realized how fabulous flowers are. It was a living thing on their desk, office space, home office, you know, and everybody enjoys that. And so we came into a lot of people appreciating the flower. The flower came back on the table, and now we're just getting into that. In the summer, we've just sort of hit a bump. It's just you can feel you can feel it. The phone's not ringing as much. Um, you can feel that bump. But until we get out of that, which will happen again, the the the seasons will change, I think. And when the holidays come, you you'll get back in that little groove. But right now there's just a little bit of a, you know, school just, but there's just this low, you could just feel it.
SPEAKER_04A little bit of slowdown. Yeah. And do you think it's more so than we had in like 2018-2019?
SPEAKER_03No, I'm thinking it's about the same. I'm feeling that same bump. It's like before we got into um COVID, right? We had this slowdown, right? You could feel it, that there was this little bump that just was like, we're not going anywhere. So I think that's that same feeling I'm that's what I'm feeling now.
SPEAKER_04Yeah, we're just in a hole. Which I think is really important because you have been doing this for so long, and you that comes back to you, and you're like, Yeah, okay, here we are again. And we're just like on this little holding, I mean, slow down.
SPEAKER_03Yeah. And and you know, there's um uh there's a wonderful little holiday coming up. It's one of my little favorites. It's been going on about four or five years now. It's called uh pedal it forward. And so it I suggest all of you uh sort of partake in that because it's it'll not only will fill your heart giving away flowers that day, but it'll fill everybody else's heart because when you give them two bouquets, they get to keep one and they get to uh give one away. Uh you will get cards in your mailbox, you'll get uh people on the street saying how fabulous that was. It's a good holiday because we're feeling this right now to spend a little money, but when you spend a little money, you make a little money along the way. So get in tune with that because that's something that'll keep you going.
SPEAKER_04And that's what what Julie's talking about is the Society of American Florists promotes that called pedal it forward. And there's a lot of information on the SAF website. If you're not doing it now, she is right. The goodwill and in your communities, I'll bet they're just like, oh my gosh, there's so much joy.
SPEAKER_03Just do a few bouquets. Don't you don't have to do a lot, but just give a few of those bouquets a chance just to make somebody's day. Say, you know, if you can stand by the post office, everybody needs to go get a you know, um, a flower at the post office or go to the grocery store, ask them if you guys can um work together.
SPEAKER_04Some kind of a partnering. It's like, hey, can I just come and stand here and give away some flowers?
SPEAKER_03Yeah, maybe it's not at the grocery store, it's your local store, you know. Uh maybe it's you know some other place that you feel comfortable, a bakery or something like that. Well, you could do it at your coffee shop, yeah. Exactly.
SPEAKER_04Right. Exactly. Julie has the cutest little coffee shop, and everybody comes and gathers in the morning and has coffee, and then in the afternoon, since the coffee shop is closed, then they come in the flower shop and say, Hey, can I have a nice coffee? Can I have a special drink?
SPEAKER_03And then they have to come through the flower shop to get to the coffee shop.
SPEAKER_04Yeah, I just love that. Just you know, it's just really a special kind of place there for sure. When we were talking earlier about customers and how during COVID, everybody was so appreciative. And Lori and I've covered this before. They're so appreciative, they're so glad you're gonna take care of them, they were happy with almost anything. Then we transitioned into where people were getting snarky and they were getting like they didn't appreciate it and they were demanding. And now when you and I've been talking, you're saying that your customers are really back to being kind, accepting, and appreciative. But I don't think that's everywhere. So there's something you're doing or you have done with your customers that have made that come out in them. What do you think is going on?
SPEAKER_03I I I a little of it is that um they're trusting in you. Every place they go, they know everybody's short staffed, whether it's the grocery store, the the gym, you know, they're trying to look for employees. Everybody's looking for employees. So they see these, please be patient with us, we're short staffed today. That's a that's one thing that you're gonna hear all the time is maybe the restaurant you're going to is, I'm sorry we're taking so long to get here. We're a little short staffed today. Everybody understands that. As long as you that waitress is telling you that there is an issue, you're pretty fine with it. Yeah, you're pretty good. But if you're sitting there and you're sitting and you're waiting for your glass of water or you're silver wearing a napkin, waiting and you're waiting, you get a little frustrated sitting at that restaurant. But as long as someone's telling you we'll be right with you, you're fine with that.
SPEAKER_04Yeah.
SPEAKER_03I don't know, do you just acknowledge?
SPEAKER_04Oh, totally, it totally, because I get really irritated if I'm sitting there and I my water doesn't come. But if somebody, when they're setting you, they say to you, you know, I'm really sorry we're short staffed, we'll get to you really as quick as you have. We're pretty sure we appreciate you being here and coming out for dinner. Because they then they're like, Oh, they appreciate me being here, and I know that it's gonna be a while and that I'm okay.
SPEAKER_03Yeah. And I think the same, the same thing goes with flowers. If if you're a little short staff, or you maybe you're a little short-tempered for the day, don't go take a big deep breath before you go out there. If you just had a bad phone conversation, take a breath before you greet that customer. Just say, I'll be there in a minute, you can wave at them, and then just take a big deep breath and go in the back room, go in the cooler, cool down, and then come out. And then, you know, just um then go put a smile on your face and out you go, you know. But always, whatever just happened, just take a breath before you go out there, and then just go out and greet them and what what or get on the phone and uh say hello, whatever the situation is. But as long as you explain the situation that you're running a little behind, or you can't sorry, you kept them waiting, that they'll be totally happy with that. Okay, so that's you can see it. You can see it on their face. So you're oh no problem. You know, their hand waves, like, oh no problem. They're and their eyes that they light up, you know, they they're okay, they're okay.
SPEAKER_04So the same type of situation if somebody is ordering off your website or they're calling, they've seen something on your website and they like this specific thing. Okay, let's say the order came in email or you know, through your dove, or however you're getting those orders, and you don't have that specific thing, and how are you gonna make them happy?
SPEAKER_03Well, first of all, I go to the cooler and I and I look at that design what I'm gonna make. So say that it came over the teleflora dove system and it has a number, so you look it up, look up what's the materials that's gonna be in in that design, and say you're short something. You could be short something.
SPEAKER_04You didn't get your flower click bouquets in on time, right? And so you don't have some of that stuff.
SPEAKER_03Of course, I have to blame the wholesaler on that, but it actually was my fault. I love blaming the wholesaler. So anyway, um, so uh the first thing that I do is I sort of lay out my materials and I go, okay, what can I exchange it for? Mm-hmm rather than um just sort of put it together. So and I always call her. I always call the customer. The phone's right there on the order. I go, you know, I don't know this person. They don't know me. They're just putting everything, they just looked at my website, they found this beautiful arrangement, they want to send it to their friend, but I think I better call them and tell them that it's not gonna look exactly like the picture. And that I have to do an exchange of a flower. I always call the customer because I feel that A, I want to thank and I always thank them. I said, Thank you very much. This is I now it's who I am. Um, I thank them for the order. I have an issue with just maybe my flowers haven't arrived on time, or I don't have that flower. Is there a possibility that I can exchange it for something else? Because it's not going to look like the picture if they take a picture and send it to you. And nine times out of ten, they'll always say, You do whatever you want. That will be fine. But it's the communication, it's all about the communication, keeping it open. And and it's really really neat at in the conversation where they thank you for calling. Somewhere along the line, they say, That's very nice of you that you called.
SPEAKER_04Yeah, because a lot of times people don't, right? They're not calling and they're just making a substitution or exchange it for something else, and then they're setting themselves up for a complaint, right?
SPEAKER_03And if I'd like to make this little story, this just happened to me the other day. So a customer called, I had her daughter's wedding, both of her, two of her daughters' weddings, and Lisa called up and said, Hey Julie, Eva's having a birthday. I want you to send flowers to her down in Arizona. And I said, Okay, no problem. She goes, Well, you probably have the address in your computer. I said, I sure do. But she gave me the address anyway, and I we we talked along the way, and she says, I want to make it her birthday to be very colorful. Now, if you know Lisa, she is one of those greatest customers that um she loves color, but she loves that real hearty look of lots of hydrangea. I mean, not hot, not lots of hydrangea, just she loves hydrangea and she loves roses. That's her thing. Lush, lush, really lush and hearty, not polka dotty, but just that, and she wants lots of colors. I said, okay. So I tell my sister when she came in, I said, Carolyn, would you send this order out of town? I said, goes down to Eva. Here's the address. It's from Lisa and her mom and her dad, and make it green and white. And all I could think, you know, all I'm just going on telling my sister it's got to be green and white. And I'm running around doing everything else. And all of a sudden, um uh order's been sent out, and I said, you know, Arizona's um a couple hours behind us, so we should it by the time I told my sister, it was like, oh, we're late, but really I remembered Arizona's behind us in the time zone. Out the door we go. It's not until I drive home and I'm on my street, going down my street in Iowa City, and uh it's a beautiful day and everything, and I am at the street light, and the light turns green, and I went, No, that arrangement for Evo was supposed to be colorful, and I scented green and white. So as I go through the light, I slow down, pull off to the side of my road, and I'm my and Lisa is on my cell phone, so I called her and I said, Lisa, this is Julie. And I said, you know, I did a terrible thing today. I said, Oh, she said, Eva, and she interrupted me. She goes, Oh, Eva loves her bouquet. And I said, Yeah, but it's not colorful, it's green and white. Yeah, she and with a little hesitation, she goes, Yeah, you're right. I said, Yeah, I wasn't thinking. I was thinking about her wedding, and I was stuck there. And I am so sorry that I made a mistake. I I sent green and white because that's all I could think, because I know how much she loved green and white, but you told me colorful. She goes, Julie, it really doesn't matter. She says she loves it, it's beautiful. I saw it. But the best thing about this whole thing is she said, you were so kind to call me and tell me. Oh, she says, I know you got busy doing other things, I know how you work. She said, It's really okay, but how wonderful you to call me and thank me, and you have nothing to be sorry about.
SPEAKER_04Oh, isn't that the sweetest?
SPEAKER_03And that just happened just the other day.
SPEAKER_04Yeah, yeah, and that's so true, isn't it? That communication. She could have just got not said a word. You couldn't, you just said, Oh, dang. And the next time she called, she might have said, But Julie, last time you sent green and white, and you were supposed to send colorful. And instead, you being proactive just solidified that relationship.
SPEAKER_03And it it doesn't matter what time of day, it doesn't matter how long it is, if you think of it the next day, call them and apologize. Because I was in the wrong, but it's it made me feel good that at least it got it off my chest because I could have sat there and stewed about that, going, I sent that wrong thing, I said that wrong thing. And you'd let it go for three days, you'd stew about it. But when you release that to the customer and say, I am so sorry, I made a mistake. It's okay. She loved the arrangement. I saw it and it's fine. Yeah, it's green and white, but they added a little pink and it looks just like Eva. And so she made a she made it come back to me like it was really okay because you know, Eva loved it, it's got a little pink in it. Yeah, it wasn't bright colors, but it had color in it. It's okay. But I said, I'm I I just feel terrible about it. She goes, Don't you feel terrible at all? It's okay. So there you go.
SPEAKER_04Well, I think that's cool, but I also think you and you don't have a big staff, but had you done that during a work time where there were other employees, and your employees could see that you were like, Oh my gosh, I did this not exactly like I should have, and they would learn from that. It's like I think it's such a teachable moment because then you're letting your employees know, hey, I'm not perfect. And we all need to be able to communicate with our customers and say, hey, this wasn't quite right, but you know, it's I I did call my sister later on that night and I said, Hey, you know what?
SPEAKER_03I said, not that she'd call you, but I said, you know that order I gave you? I said, I really screwed up on that. I said, it's supposed to be colorful and not all green and white.
SPEAKER_04Uh-huh. Yeah, and see, teachable moment for both. Because and your sister Carolyn does a great job with communication with customers anyway. So she would have picked up the phone had she done it as well, because you've you've taught her that, you know, the importance of communication, you know, which is just great.
SPEAKER_03But the customer will still trust you, I think. You know, I know I know Lisa will call me again. I know, and I will again probably apologize as I'll try to get that right the next time. I know I'll say that to her. I said, I think I can do this, you know, I'll make a joke of it and she'll laugh. But yeah. So if you if you just be honest and be truthful, I uh they'll so much trust in you. Yeah.
SPEAKER_04So is there any other ways that you think you can gain that trust? Is it just the constant communication and reading their mind and fulfilling what they want?
SPEAKER_03Um that's a very good question. I don't know. What do you think?
SPEAKER_04Yeah, I don't think that's a good question. I know. I was just like, okay, because you have such trust, and I think business owners do, they they gain this trust from their customers, and I guess it comes down to them liking what you do for them, and that and that in this case, where you called and you said I can't I didn't do exactly what you said, but she was still happy. And I think that's with customers, is as long as you continue to fulfill their needs and communicate with them, I guess that's and deliver in a timely manner. So speaking of delivery, let me let me change there. Okay, so delivery charges these days. Delivery charges are hard. They're hard. Actually, just working on a spreadsheet for something that uh flower collect that's working on and trying to figure out cost per mile, cost per for delivery personnel, that some people do like a five-dollar delivery charge, and it's costing them more than that to deliver. And consumers, I think, are are getting to where now they understand the delivery charge necessity because of the cost of gas, right? When it goes up, then people are like, yeah, I guess they do have to charge more for delivery. Do you get much pushback?
SPEAKER_03You get a lot of, I think you get a lot of pushback on a delivery charge. Sometimes they think it's included in that price of that flour that they're gonna get. And um sometimes negligent. And maybe I should say at the beginning, we do have a delivery fee. I've gone that way saying I'll be happy to deliver it. I need to know where the address is, because we do a lot of uh rural.
SPEAKER_04Yeah.
SPEAKER_03And there's sort of this a line where we have decided, you know, because we're in the middle of lots of different little towns all the way around us. And I think when they build America, every little town is like seven miles apart from each other. And so when you're out in the country and all these new homes have these acreages, we've sort of figured out where we need to be and where we can go and we can't, because sometimes you're out there, even in the winter, we see that's that's the tough one. But summertime you can see that these people are there's more people calling and you're out in the country, and a lot of people won't deliver in the country. You gotta be on a hard surface road, but we're delivering on gravel. So you you do, but the people that know they really want it there, they'll pay that delivery fee. Okay, yeah. But yeah, you do get a lot of pushback because um I don't know if that's an a if that's an age thing, right? Right, or if it's you know, uh if they think that's all gonna be included, right? Yeah, because we always say pizza have when you do have your pizza delivered, is it a delivery charge?
SPEAKER_04Yeah, usually there's a delivery charge. And then how does the delivery driver for a pizza always get a tip and nobody does for a flower shop? I still don't understand that one.
SPEAKER_03I don't either. Or the hairdresser. I always tell my hairdresser that how come you always get tips? I never get a thing. Yeah, but you know what? I do have delivery drivers when they go out at Christmas time, they come back with the loot. They get candy, they get money. I can send the men out. They get more food from these women. I I go, I look at them crossways and I go, how do you get that? They're getting they're getting all the loot. It's the men, it's not the women, it's the men. They get the candy, they're getting they're getting they're getting tips, you know.
SPEAKER_04Well, uh since COVID, we've been getting a lot of tips on websites, you know, the 10 tipping desk and everything, which has been great. And I what I've read for years is the reason that delivery drivers don't get tips for flowers is because they didn't order the flowers themselves. It's when the because pizza, they order it, they know they have to pay, and they're gonna tip the driver. But that's a surprise when they get the flowers and somebody else did it. That's why the tip jar works on your website because the person who's ordering the flowers then will give the tip.
SPEAKER_03So that's good. But there but there are people that will tip. Yeah. If someone lives on a really high incline or a real hard area to get to, you'll see that the that that consumer or that person who's receiving the flowers will tip that driver. Yeah.
SPEAKER_04Which we will say.
SPEAKER_03And sometimes we don't want them to do that because we're already getting the tip on the other side, too. Yeah.
SPEAKER_04Well, that's okay. If people are generous, let them do it, right? Exactly. Well, going back to the delivery charge thing, that's why we always suggest that you don't tell them they have the delivery charge until later, right? So you have the flowers because if you're giving them, if they're saying I want $50, then you know you have a $15 delivery charge, then it's like, you know, the total with tax and delivery is, you know, $65. And then that at that point they go, oh, well, we have a delivery charge, you know, or you can come pick it up. So anyway, you've dealt with that for years.
SPEAKER_03And one time uh sometimes I do say, if it was me, you know I wouldn't charge you because you know they know how big my heart is, you know, and I haven't done that for years. But I do have to charge I have to pay someone to do the delivery. It's not gonna be me that delivers it. I am paying someone to deliver, and they get the money. They get all the money. They get all the money, they get all the money for this delivery, so that you're gonna charge me. That's what I'm gonna give my delivery driver. So, you know, then they understand. I understand, I understand. That's how they go. I get it, I get it, I get, you know, they'll say that or you know, things like that.
SPEAKER_04Yeah, that that's true, because being in a small town, especially, even if it's going seven or fourteen, you know, 20 miles away, they just still think Julie, I'll get in the car and do a car. Yeah, and and Lord knows I have yes, you've done that for many years, Miss Julie. That's for many years. And I think a lot of other members out there probably do too. Yeah, yeah. Well, back to customer service. Um I want to ask you about corporate customers because you have a lot of corporate customers. And with the University of Iowa, which isn't far away, um, have you noticed that the corporate customer, here's the questions, has greater expectations for you or greater appreciation?
SPEAKER_03Oh. Now that I've had these wonderful customers, greater appreciation. Okay. Um uh one thing is they allow me to be creative.
SPEAKER_04Oh, yeah. So that's the appreciation, is the answer.
SPEAKER_03Yeah, that's how I'm gonna answer that. Yeah. They they know I'll be there. Uh it's great when I walk in the room, because just like yesterday I walked in the room and they, you know, that's the one thing if I ever ever retire, I'm gonna hate. Because when I walk in a room, I'm important because everybody goes, Oh, the flowers come in and they're they're they're ooing at the flowers. They're not ooing about me, they're ooing about the flowers, and then that they thank me. But it's just walking in that room and they go, Oh, they're so beautiful, Julie. Look how beautiful. And so that creativity that they give me, they just let me go. So the appreciation. That's awesome.
SPEAKER_04Okay. Are they more willing or less willing to spend money?
SPEAKER_03Oh, well, uh, they're on budgets. Let's say that. Everybody's got a budget, right? And and that's okay because I I I would love to spend their money, right? But I think I might get, you know, I might get a phone call. Right. So I always ask for the budget. Right.
SPEAKER_04And then you have to in that case. Yeah. So then are they more flexible or less flexible?
SPEAKER_03Um sometimes they're more flexible. Because of the budget? Because of the budget. They can they can they can you know move it a little bit. I'll say, mm-hmm, I don't know if we could do that. And uh, but um sometimes th they're willing to move it for me a little bit. Okay. Yeah.
SPEAKER_04Because you're communicating to them with what they have for a budget and what they're gonna get might not meet those expectations that they have.
SPEAKER_03And they're, you know, and just like anybody, I mean, there's parameters that they've got to stay within too. Sure.
SPEAKER_04Yeah.
SPEAKER_03So sometimes they can't, and and I get that too, but we try to, you know, we try to move move that ball just a little forward.
SPEAKER_04So sometimes they say $200 and you're like $225, you know, just like stretch it just a little bit, which makes sense, you know, and that and things are just a real sometimes they say $200.
SPEAKER_03I said, okay, okay, that'll be perfect, that'll work. So and then you get off the phone, you go, What was I thinking? You know, but no, it's all good.
SPEAKER_04No, it was great. Well, Julie, this was a great, great little wrap-up today, and I really appreciate you being here. And basically, bottom line, and what I'm hearing is trust comes with communication and great customer service.
SPEAKER_03There you go. Any uh last words? Uh last words. Um, just be kind and be nice and smile, and um, they'll they'll they'll always call you back. They'll always call you back every time you do that.
SPEAKER_04I love it. Okay, Lori's not here, but I have to ask her question. What's inspiring you right now?
SPEAKER_03Oh, what's well this little photo shoot is it's fun because um it's taught me something because we're working with five bundles. We're working with five of your bundles, and we're making them just make a little spin on them. And it's sort of fun today.
SPEAKER_04Okay, well, that's good. I'm it's inspiring me to have you here because I don't want to do it without you. So well, thank you. It's inspiring me to have you with me. So thank you for asking me.
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