Essential Marketing for Florists

Customer service, localism are trends helping florists

It sometimes feels like computers and new information technology have reshaped alot of our world overnight — and that’s certainly true for the florist industry.

Veteran florist Amy Wheeler of Palm Coast, Florida recently told the Daytona Beach News-Journal that online floral sites are now the norm for a lot of consumers:

“It’s nothing like it was. The Internet changed it completely. We don’t get to do the creativity as much anymore because everybody wants it to look like it does online.”

The key for florists, Wheeler says, is emphasizing their customer service. Focus on the fact that some consumers are willing to pay more for your expertise and personal assistance,  instead of going online or to a grocery store chain.

There’s also a growing consumer interest in “localism” — buying local and seasonal flowers. Debra Prinzing, author of “The 50 Mile Bouquet”, says the “slow flowers” movement is gaining momentum, much in the way “slow food” consumers are savoring locally grown and raised produce.

And some experts say domestically-grown flowers often have a longer vase life than those grown overseas.

Some retail flower shops are even basing their business plans on locally-grown flowers. Sue Mishow, co-owner of the recently-opened Enchanted Floral & Gifts in Sartell, Minnesota told the Minnepolis Star Tribune that her operation planned from the start to highlight local blooms and to promote local growers:

“With the economy the way it is, everyone is thinking ‘Keep it local.’ We’re dealing with local people, and if we can help them, they help us. Right now, in the summer, with things blooming, it’s been just about all local suppliers.”

So it’s more than just having your customers slow down to stop and smell the flowers: it’s about having them appreciate your service and their communties. For more information on marketing the unique awesomeness of your flower shop,contact us.

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8 thoughts on “Customer service, localism are trends helping florists”

  1. I agree completely…. And this season, we have had brides asking for locally grown too, and one wedding that must be all locally (Michigan) grown product.

    1. That could be tough finding a variety of flowers grown in Michigan depending on the season. I agree that the floral game has changed since the tech boom in the 1990’s and the big profits will go to those who can quickly adapt to the changing market.

  2. Definitely, customer service is the lifeblood for floral businesses. Aside from assuring the quality and freshness of their main products – flowers – florists should also embody a customer-oriented approach.

    1. Agreed. Without customer service there would basically be no reason to be in business. The product and service should cater to their specific target needs in a creative manner.

  3. Companies that can’t keep up with the signs of the times will surely be left behind in the market. It is in this light that the success and sustainability of a business also largely depends on its ability to adapt to changes. After all, the economy of any country is rapidly evolving. New industries and markets are quickly sprouting like mushrooms. The challenge for any company is to choose between moving forward and choosing to stay where they currently are.

  4. I think that localism is a growing trend that has been a boon for florists. It gives your brick-and-mortar business to really shine with personalized face-to-face attention and customer service that online shops simply do not have. I really hope that this is here to stay.

  5. I am not a floral expert, but from what I understand and have bought, I don’t think the creativity has to stop with the internet. At the end of the day the floral arrangement must be delivered in person anyways. It’s important to balance both the online and offline world and use the creativity of both to leverage your floral business.

  6. I agree with simm7 when he said that you need to have a balance between online and offline. You must create a unique experience both on your website and in your store. People should love visiting your store and you should talk to them, get to know them and even try to remember some things about them. When you deliver your flower make sure you make it a great experience for the person on the receiving end. They will always come back if you succeed.

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