J
oanne Yardley at B1 Bloom Water Garden, Birmingham is a very happy lady… not least because she is now
the proud owner of two iPads. Nothing particularly remarkable about that you might say. Except Joanne didn’t go out and buy them. Well not in the normal way. No, Joanne was one of the fi rst customers to benefi t from the new FleuraMetz Flower Points Programme during the trial period last year. “We enrolled in the FleuraMetz
Flower Points Programme in July and within four months we had accumulated enough points for us each to receive an iPad.” Joanne told us. “It’s a fantastic way to reward customers and a great incentive to order all of our fl owers and sundries from FleuraMetz.” All of which is music to
Brian de Hond’s ears. With a background in marketing and media, as Project Manager for Marketing he’s the man behind the Flower Points Programme. So to hear customers pledging their loyalty to the FleuraMetz brand means he’s on his way to achieving his goal and the mission statement FleuraMetz have on their new website ‘to be the main supplier for florists in its primary markets: West- Europe and North America. Not just flowers but plants and sundries as well as supporting the florist to strengthen their own market position.’ “They sound big, brave
words” says Brian, “but the fact is we want and need to be a florist’s main supplier and my first job was to find out why we weren’t. I travelled around the UK and met many of our
The Flower Point Programme Florists are seperated into three diff erent levels - tulip, rose, and orchid - based on their spending behaviour. The higher your level the faster you accumulate points.
customers. None of them hid the fact they had several suppliers but there was no good reason for it other than the fact we obviously weren’t making it compelling enough for them to drop any and move that business to us.
“ Florists could get benefi ts by choosing where to buy all the other big expenses in their lives… like petrol and food. Why not their stock as well?”
So I decided to look at it a
diff erent way. Because whilst I knew we had some of the best fl owers, plants and sundries and knew our price points and order levels weren’t an issue either we needed another incentive. And that’s where the whole loyalty scheme came into play. Florists could get benefi ts by choosing where to buy all the other big expenses in their lives… like petrol and food. Why not their stock as well? Why were loyalty programmes
>> F&wb Spring 2013 49
William Johnson 10-08-2012
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William Johnson 10-08-2012
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