Let’s face it, most shops never have enough room to design and deliver all the requests and demands for Valentine’s Day. How did you do last Valentine’s Day?
HERE ARE 3 STEPS YOU CAN TAKE TO POTENTIALLY DOUBLE YOUR VALENTINE’S DAY SALES…
Take a look at your sales volume from last year and see how many deliveries you completed on February 14th. Now, divide that by 8 operational hours. This answer shows how many deliveries your shop did last year. Were you okay? Were you overloaded? Depending on that answer, you can decide just how many delivery orders you can accept.
(EXAMPLE): At Beneva Flowers our total number is 125 deliveries per hour on Valentine’s Day. To not overload ourselves, we keep one computer screen open to watch the total number of deliveries. When we start getting close to 1000 deliveries, we prepare to cut off our delivery service and suggest will calls to serve who we can.
STEP 2: DON’T GIVE UP YOUR DELIVERY CHARGE. GIVE UP YOUR SURCHARGE:
Consider a delivery surcharge for the premium dates such as February 13th and February 14th. Other industries have figured this out, one example would be airlines and premium flight dates. Have you ever tried to get a plane ticket for the holidays? It’s all about supply and demand. This is a premium date for delivery and your shop can only do so much.
(EXAMPLE): Let’s say you do a $10 surcharge on Saturday, $5.00 surcharge on Friday and a FREE delivery surcharge on Thursday. You may be surprised to find that many customers would rather have a Thursday delivery than the $10 or $5 surcharge. This is exactly what you want. By setting another variation for Friday the 13th, you are spreading the delivery needs out while still providing the service to your customer. This will enable you to accomplish more deliveries in a given span of time, reduce complaints and take control of the holiday. If you don’t, the holiday may just take control of you.
Many shop owners make the mistake of not marketing for Valentine’s Day. What is their reasoning? Instead of getting the orders in and filling up the 14th in advance, they get all the calls at the last minute. As a result, they scramble to order more products, usually at higher prices, and then rush to make the delivery deadlines. It doesn’t have to be that way.
Note: Since Valentine’s Day is on a Saturday, have your phone agents suggest a Friday delivery to the office. The phone agents can explain that the Friday delivery ensures their Valentine will have his/her flowers to enjoy the entire weekend.
REMEMBER: Valentine’s Day is an eight hour holiday, by encouraging delivery on the 12th and 13th your sales could potentially double or triple.