INTERVIEW
Wholesale Florist we see our share of energized and successful florists thriving in today’s environment, and we can identify some common threads. Success- ful florists today are actively engaged in their com- munity, investing in their brand, networking, build- ing their business. They are relentless in developing deep relationships with clients -- communicating actively in traditional ways and, increasingly, using web-enabled social media. They strive to know their customers and understand how to connect with them. They find simple but compelling ways to say thank you, to nurture relationships, and to keep cus- tomers coming back. Savvy florists understand which customers recog- nize value and are willing to pay for it. They are con- sistent in targeting and appealing to that customer. They develop tasteful and high-quality images and marketing materials befitting of the tasteful and high-quality products they create. These florists consciously use flowers that are unique, often more difficult to find, and unlike those sold at an average flower shop. With better flowers and sharper mar- keting, the successful florist is aggressive in courting new and existing customers. They certainly do not waste time and simply wait for their phone to ring.
Q: More and more floricultural products are sold in supermarkets. According to SAF, supermarkets and other mass-market floral outlets capture more than 7 billion (38 percent) of the 19 billion floriculture market. What should retail florists do to ensure that their business thrives?
A: Usually, the successful florist does not see the su- permarket or the internet mass marketer as a com- petitor. They generate value through creativity and the ability to make an artistic statement using flow- ers. Our most successful customers do not create products that can be replicated by mass retailers. Their product is unique. And they certainly do not hesitate to let their customers know that their prod- uct is unique. They find innovative ways to get that message out in their community --- with businesses, consumers, or whoever represents their targeted niche. Finally, successful florists provide impeccable
service. Weddings and events, for example, demand absolute high levels of execution. Florists who are compulsive on details and willing to “go the extra mile” for their customer, build word-of-mouth brand value. Customers talk about their experiences with friends, family, and colleagues. Great florists deliver great service and are ultimately recognized for it.
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(...) today’s successful floral professionals are fully engaged with their business, their customers, and their community.
Q: How do you see your future, as a supplier for the retail florists, in this changing industry?
A: As one of America’s leading suppliers of fresh cut flowers to retail florists, Mayesh sees plenty of suc- cessful, energized businesses out there. These busi- nesses are not deterred by a tough industry environ- ment. They know that a positive, proactive approach to the marketplace, along with some basic business smarts, can yield great results. As I previously stated, today’s successful floral professionals are fully en- gaged with their business, their customers, and their community. And despite the challenges that many in the industry perceive, these florists are quietly building brands and businesses with sustainable value. With customers like that, Mayesh is bullish on our future. SCF
www.SelectaCutFlowers.com FloralNews 5 4
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