ask the expert


street, you need to think alterna- tive ways of blurring the boundary between the shop’s interior and the space outside. The simplest and cheapest


solution of all is to keep your door open whenever the weather allows, and create a pick-up-and- go display leading right from the doorway into the shop (whilst making sure it doesn’t block ac- cess). Alternatively, hang window boxes, some baskets or wall- mounted troughs to display small plant gifts outside. For a bigger and more long-term


investment, you might consider replacing a fixed display window with folding doors that give direct access into the shop’s flower display and create a livelier and more accessible flower stall-cum- shop atmosphere.


I try to change my window displays every two weeks but often find it difficult to get inspired and come up with something different.


Any suggestions? This is often a symptom of spend- ing too much time in your own shop! Understandable given these days you probably spend more time than ever running the business doing things you never had to do before! But too much time in your own four walls will bog you down and stifle the very creativity that made you set up your business in the first place. So make time to go and look at other shops, other window dis- plays. It is NOT wasted time – its vital research and re-charging! Not just florist shops either. In


fact, it’s best to venture well away from what other florist shops are up to, and check out other types of retailer for quirky ideas that you can adapt. You’ll find ideas in the most unlikely places, from hardware


stores to furniture shops, ice cream parlours, antique markets, even fishmongers (see our last issue for proof!) Once you’ve scoured a variety of


shops in your own and neighbour- ing towns, there are some fabu- lous inspirational websites that feature great retail display ideas. Try www.thecoolhunter.co.uk/


stores or www.echochamber.com Ideas from others are just the


starting point though – always be sure to add your own personal twist.


We have lots of happy loyal customers, but for some reason we don’t get much feedback on our website. Without being too pushy, is there anything we can do to


encourage it? It’s not pushy to lightly suggest to someone, when they give you a compliment that they might like to add it to the customer testimoni- als on your website. Or, if you’d rather not say it, put


a sign near the counter encourag- ing people to visit the website and comment on your service. One great way to harvest posi-


tive comments is to automatically send out a postcard to the recipi- ent of each delivery, a few days after they receive their flowers. Offer them a discount on their next order, in return for visiting a link to your site and filling in a customer service form. This can be a win-win, both


for the florist who (hopefully) gets good feedback posted to the website, and the customer, who will come back to use their money-off voucher. It’s also a good mental disci-


pline for you and your staff. Ask yourselves each day: “How good is our service? Good enough to ask for customer feedback?”


F&wb Autumn/Winter 2013 33


A new florist shop has just opened in town and I’m worried there isn’t enough business to go round here at


the moment – what can I do? It’s easy to say this, but you must stop worrying! A sure sign of weakness in a


business is when you start fretting over your competition. You need to breathe, take a step back and remind yourself what you love about your shop, service or brand, the successes you’ve already chalked up, and where you want to take it next. Ultimately, success in your busi-


ness is not merely about providing more features or better prices than the other shop – it’s about being clear on what you stand for. This will attract regular custom-


ers and loyal employees, which will always give you much more of an edge than just setting yourself up in an imaginary battle against a rival. Simon Sinek, business consult-


ant and author of Start With Why, says that most people start a business because they’re passion- ate about their ideas, but then as things progress they can get consumed by the daily grind and forget the original vision. “Re-evaluate your original ideas


and plans, rather than worrying about others” is his advice.


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