When many people buy flowers, they go to the supermarket where you can get a nice looking large bunch of flowers for about $20. But, what if there was an option for people to receive flowers from your shop - wrapped and delivered for the same $20? Who wouldn’t do that?
Despite some delays and shortages caused the coronavirus pandemic, flowers are still readily available in most areas, and the quality in supermarkets and big box retailers has greatly improved. So why should customers continue to shop with their local retail florist instead? The answer is something we all need to focus on - which is service and the ability to deliver.
When the occasion arises for a customer to consider sending flowers, we need to pull out all the stops and be sure they feel they can shop with us, the local florist. That’s why promotions like $20 Tuesdays (and $30 Thursdays) make sense, not only because they give the perception that our prices are reasonable, but also because they attract a broader customer base. You may not like this idea, and that’s fine, but where do you think those customers will go?
Most likely they will continue to search, or they will go take the extra time to pick up the bouquet at a supermarket and feel they saved so much that they have a workaround. Why give them that opportunity to leave and go away? Losing repeat customers is never worth what you hope to replace them with - we must keep customers with us.
The bottom line is that $20 Tuesdays make your shop approachable and show you are listening and affordable. We need to focus on transactions. Think about it, is it really worth losing a customer here?
Retailing in 2020 is all about connecting with customers
#1 Service
The easier you make it to order with you, the more dependent the customer
becomes on you. They depend and trust you because you have earned it.
#2 Convenience
Everyone is on their phone today. If you can keep customers directly connected to you, you reduce the chance of having them stolen online by your competitors. You can engage with them on social media and even notify them of your deals when they drive by your shop. What more could you want?
#3 Value
Value doesn't mean cheap - it means more for your money. If your customer can feel you achieve this with them then you will win the battle to earn their business and trust.
In closing, the two most obvious ways people are earning orders are online advertising and social strategies. Facebook, Instagram and Twitter, as well as Pinterest, are no longer for kids anymore. Customers use the platforms to learn more about businesses as they prepare to decide on who to use for that next big order or wedding.
Finding qualified people to run social media for your business is the greatest challenge. You wouldn't trust a kid out of high school to run your business, would you? Then why would you allow them to run your social? Leave it with professionals and judge them on how they report back to you with results from their efforts. Are they earning engagement? Well, if they are, how about orders? It's all there and growing.
Our industry is going through great change and while some shops get it, more shops don't. Don't let your competition get ahead of you. Call us and allow us to show you our GUARANTEED results packages. Guarantee means just that!
-Art