There seems to be so much concern these days about the low price leader. With the per unit sales dropping as supermarkets and online flowers-in-a-box sales lure shoppers away from the local florists, who cannot offer flowers of value for $20-$30. Securing a transaction has become increasingly difficult. Is it truly worth the aggravation it creates among florists or should we focus more on what we do best and charge for it? This past Valentine’s Day we learned a lesson thanks to the FTD luxury line.
They had beautiful images of products in the $200-$300 range, which we hesitantly added to our website. Believe it or not, the sales were not 2 or 3 but almost 40 in total! Here is the image: a simple design with a true WOW effect.
FTD has a beautiful line of LUXE products that they make available for their shops, yet I see very few being used. Using LUXE products could be a good jump start to your sales by showing customers what you are truly capable of. In the world of Costco, Walmart and Pro Flowers, we are a boutique operation. We should be showcasing unique designs that cannot be easily mass produced and shipped in a box. If you need an inexpensive design, look at our Succulent Sphere (pictured left).
This past Mother’s Day, we featured Jolie which became one of our top sellers (pictured bottom right).
In the future, we will be offering more striking designs in our holiday brochures that reflect a finer product than you would expect to find at your local florist.While FTD does a fine job of showcasing and photographing LUXE designs, you can create your own just as we did.
Next time you see a bouquet leave your shop, ask yourself this, “Does it look like it could have been made at the grocery store?” If it does, you may want to look at some finishing touches. A few examples would be some stones at the bottom of the vase, a nice colored wire around the outside of the vase, or how about ribbon lining the inside of the glass to resemble synthetic aspidistra inside the vase. Last, try a “designed by” tag. At Beneva, we like our designers to put their name on their work. You can get these cards at John Henry.
Watch how nice the finishing touches come together.
–Art Conforti, PFCI