In today’s retail landscape, is selling only flowers in your store good enough? Should you consider ‘add value’ gifts and a real and continuing profit centre for your flower shop? Many florists consider themselves as a retailer of gifts and flowers these days and not only a florist. So what are some tips to help you improve your retail offering?
Always keep your store updated.
You may wish to consider changing the look of your store up to 4 times a year in line with the change in seasons. This can be achieved by changing wall colours, displays or even adding unusual props in your store or shop window display.
Follow recent trends.
You should always consider what your customers will like in gift buying, not what you like. Quite often, items are bought that are too many seasons in advance and they do not sell. You need to research your local area as well as other leading gift retailers for ideas.
Dead stock does not sell.
An old retail saying is “your first price discount cut should be your biggest and best”. Move stock with discounts. A store filled with old stock has little appeal, irrespective of how great your flowers and work is.
Price to sell.
Even if your store has a specific image and brand, you still need to cover a range of price points to suit everyone. Consider the car industry as an example. You can own a Mercedes at much lower entry price than the most expensive car they sell. Once you drive one, you’re hooked.
You need to be a real business person.
Owning a business means more than just knowing the cost of an item. If you do not have a point-of-sale system, get one. Know your stock turns, staffing rules and costs, banking and so on. If you’re not good at this, seek help before it’s too late.
Don’t be afraid to advertise.
Advertising today has many dimensions. Facebook, Instagram and other platforms all require paying to boost. Your website may need SEO or AdWords help. Local newspapers and radio are making a comeback. You don’t have to spend a fortune; you just need to be clear on what you want to say and who to say it to.
Merchandising is the key.
Move things around your store constantly. Make inviting displays to enrich your customers’ shopping experience.
These are a few tips to remain relevant in the fast and changing game of retail. So use your flower skills to help sell your gift lines, and vice versa.
This article was published in the December 2018 issue of Flowers magazine, an award-winning Australian publication focusing on the whole of the flower supply chain from breeders to retailers.