Strengths
Same day, by hand, delivery This is unique amongst florists and a major selling point. Are you emphasising it enough in your advertising or promotion? Is there anything else you could do to make it even more special i.e. taking a phone photo of the recipient with their gift and sending it to the sender?
Range of flowers Buy properly and you should have the best range around. Always have something unusual every week… you may not sell it but you show your customers you’re different.
Creative skills Again a key skill that only florists have. Use it and show it. If you look no better or different than the supermarket down the road why should customers use you?
Bespoke packaging Everyone uses cello and coloured tissue. Be different and experiment or invest in a corporate look. It doesn’t cost that much but makes a huge difference.
Product knowledge Know your product inside out… proper names, fun names and care instructions. Pass on that knowledge and people WILL come back… in today’s faceless world of retailing a knowledgeable and friendly salesperson will stick out a mile and be remembered.
Enthusiasm If you’re not enthusiastic about your business why the heck should your customers be? Smile, be positive and exude confidence… it goes a long, long way.
Opportunities
Increased gift orders While orders may be down on relay work, overall the number of floral gifts being sent is up… it’s just the multiples are getting them. Why? Your service is far better so get out there and promote.
Higher levels of impulse sales – especially at the lower price points as supermarket offerings get
Unique design possibilities Don’t just produce by the mile hand tieds… show the different design possibilities either on open orders or as a showcase display in the shop. It looks good and will please your staff to be able to do something different.
52 F&wb Spring 2013
boring Customers are constantly looking for something different and plenty of them will not be satisfied with the by-the- mile offering of the multiples. Make sure you’ve got plenty of different ready to go lines at £5, £8 and £12 as well as your bespoke ranges. Look at running special
promotions. The Flower Council of Holland has loads of ideas on their website (flowercouncil.
co.uk) and many florists are still running the Friday is Flower Day idea.
Add on sales possibilities i.e. balloons for functions, wedding accessories, pots
with plants and so on A customer in your shop is probably half way there to spending… especially as florists become more and more a destination shopping experience. Why is the balloon artist or chair cover supplier selling to the bride you’re selling flowers to? You should be offering the whole package.
Increased corporate work Yes corporate work can be a pain and make Mondays a nightmare. Add in the fact that everyone seems to be cutting costs and you might think it was a waste of time. But truth is there is still work out there… it just takes a bit more effort to get these days. Every and any business is a potential customer… but only if they know about you.
Weaknesses
Non pro-active staff If they’re good they are your biggest strength, if they are poor
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