How do we increase sales of floral products to reluctant flower shoppers? Reluctant shoppers believe that flowers are expensive for the value received, especially since the average bouquet of flowers lasts one to two weeks. But attendees of Fresh Connections: Floral Miami understand that flowers convey meaning.
People buy flowers to say something to other people. To sell more flowers, we have to understand what consumers want to communicate to others in their lives, and then we need to make it easy for them to tell that story with flowers.
Flowers are about lifestyle. They are cool and sophisticated. This is true whether consumers are giving them as a gift or using them to connect with nature at home. Flowers are an affordable luxury. They are an inexpensive and trendy part of home fashion. Many floral products are low maintenance and long lasting, especially potted.
Flowers are inspirational. They are proven to improve moods, improve overall mental well-being and bring joy in hard times. It's the reason why floral items are more appreciated during stressful times. They should be positioned as an inexpensive way to provide emotional comfort and a smile, especially during economic downturns. Simply put, flowers make people happy.
Flowers are inexpensive compared to many other items that are given as gifts. They are so inexpensive that gift givers can give them in addition to other items. There does not have to be a trade off, just a reminder not to forget the flowers during important occasions.
Flowers create an experience. They are the finishing touches for any dinner and should be cross-promoted with food items, especially prepared meals. During times of the year when families get together, we should continue to offer seasonal items.
Flowers are for everyone – not only for women. We need to demonstrate that men appreciate flowers just as much as women with our merchandising and social media posts.
Finally, the in-store and online experience of buying flowers should be convenient, inspirational and educational while providing a memorable experience. Floral products have a great story that should be shared.