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.