“All the benefi ts of buying from FleuraMetz… be it our weekly specials, bulk buys, specialist off erings, direct from grower ranges… they all stay the same. But in a competitive market we want to make sure we’re giving something even more tangible. When the fl orist fi lls up their shop we believe they should have the same bonuses as if they were fi lling up their van.”
only available for consumer purchases when actually fl orists were probably spending far more at a business level?” And so the Flower Point
Programme was born. Admittedly though, in a slightly ad hoc way to begin with as Brian explained. “To start with I was doing it all manually. We randomly chose 100 florists from our customer base and spent six months trialling the scheme. At times I wondered if I was coming or going as there was no automated system, just me. One minute I’d be logging points earned, the next minute I’d be rushing out to buy a Nespresso machine or iPad to get it shipped out to a florist.” Because the initial take-
up was astounding! Florists loved the idea of earning while they were spending and order volumes saw a dramatic rise. Which is why the scheme is now being rolled out throughout the country to include all FleuraMetz direct online customers – oh yes and backed up by a fully automated computerised system. The scheme is very simple.
The higher the amount and the more often florists buy, the
faster they earn points. Once they have accumulated enough points they can start applying for prizes which can range from flat screen TV’s to Hunter Wellingtons, free flowers or even hard cash. “It’s all about rewarding
florists for their loyalty rather than changing anything we’re doing or have done. All the benefits of buying from FleuraMetz… be it our weekly specials, bulk buys, specialist offerings, direct from grower ranges… they all stay the same. But in a competitive market we want to make sure we’re giving something even more tangible. When the florist fills up their shop we believe they should have the same bonuses as if they were filling up their van.”
Currently the team of
FleuraMetz reps is travelling the UK to make sure all their customers know about the scheme and are enrolled on the right level. “At the moment we’re focussing on our direct customers fi rst and should be rolled out to 80% at least by the end of the spring” says Brian. “Then we’ll look at how we can include the cash and carry operations… in the meantime it will be interesting to see how many iPads we can give away before December!”
50 F&wb Spring 2013
www.fleurametz.com info@fleurametz.com
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