Floral purchasing behavior is affected by consumer confidence in the economy. While consumer confidence has been strong through the first half of 2019, escalating trade tensions have contributed to the volatility of the stock market and concerns over a global economic slowdown.
The floral industry is talking about how to increase everyday purchases during economic uncertainty. Here are seven of the top most creative tactics identified by floral experts at
PMA Fresh Connections: Floral Miami.
. The latest consumer trend is all about creating fun experiences for consumers. This is perfect for floral since the industry can capitalize on DIY classes not only for adults but also for children (our future floral consumers). This also ties in with trends of personalization, where customers could enjoy building their own online bouquets, and sustainability, by allowing customers to repurpose their containers and bring in their own vases. 1. Experiential marketing
2. Greater distribution. Alternative points of sales for retailers could include pop-up stands and flower trucks – not unlike food trucks. These distribution channels fit well with the latest craze of experiential marketing.
3. Floral subscriptions. Subscriptions guarantee repeat purchases for the industry and create convenience for busy consumers.
4. Emotional messaging. Flowers are an inexpensive way to bring joy and happiness to ourselves and others. We often hear about the health and wellness benefits of floral products, so let’s make our message more emotional.
5. Consumer education. Whether it is online or through signage or at the point of sale, create easy tips for making floral products a part of everyone’s lifestyle.
6. Home décor retailers. Are we taking full advantage of product placement and cross merchandising with some of the largest brick and mortar and online home décor retailers?
7. Telling our story. Virtual reality provides a new twist to telling our industry’s story. Consumers can have a farm experience, meet growers, and create customized products as this technology becomes more ubiquitous.