Bringing back the value of the wire-in order will help the wire-in order fulfillment serve a very valuable purpose again. Let’s face it: we need to consider value when marketing out-of-town orders. We can’t force customers to spend $50-$60. If they want to send a gift out of town, however, the minimum should start at $39.95 including $10 for delivery. This is a $30 order. How does this work? By removing all restrictions and making the orders easier to fill.
How does that help?
We all have product we need to move. From broken stems that make for nice compact designs to additional leftover flowers from a wedding order, we have the product and everyone has a dump sheet. If you don’t have one, it’s because you don’t track it. An order for “$30 fill-to-value” allows you to clean out your cooler. The flowers must still be fresh, just a variety decided by the filling florist. The only request should be possibly a shade of a color.
What about custom requests?
Custom requests start at $50 (plus delivery). Now you may properly sell a custom request and we must all agree to highlight that. These designs are hand-created and limited to the availability of product in any given area. Substitutions may be used to complete the design style of the bouquet requested.
What steps should I take?
- Create images to use on your website during holidays that suggest price points, not specific flowers.
- Start selling “designer’s choice” orders that are under $50. Adjust your customer’s expectations so we can exceed them as an industry.
- Create a memo to be used at your shop to help your staff understand how to execute this.
In closing please remember…
FedEx and UPS are multi-billion dollar companies because they deliver overnight. We have a network allowing us the ability to deliver the SAME DAY. We need to shed light on this and promote it. You can buy flowers anywhere, but the deciding factor to shop local is SERVICE – that’s it. Sending an order for $39.95 as a minimum – with no more than a color scheme – will allow more shops to take orders at holidays, which means we can send more and count on fellow florists to complete the experience. Across town or the USA, we need to fine tune the service we provide.