Going against the grain has lead many Canadian businesses to achieve unprecedented success and customer loyalty. Although not necessarily the path of least resistance, being unique and taking risks can lead organizations down a road less traveled; resulting in market differentiation and a unique competitive edge.
This is exactly the route that Flowerbuyer.com has endured in the past ten years with an end result being very favorable for the company’s growth and for Retail Florists. The risk of developing the world’s only live on-line flower auction was no easy feat yet has proven to become recognized globally saving both time and money for the customer.
Now, Flowerbuyer.com has a keen interest in ensuring Canada’s Retail Florists persevere in what some expect to be a rocky road of diminished consumer spending. With Global Headquarters located in Oakville, Ontario, and with service in more than 10 countries, the Canadian company understands the pressure today’s businesses face. Although the growing organization does not want florists to assume risk in an effort to grow, it does encourage florists to think differently to provide a stronger position in the consumer marketplace.
As part of its marketing plan, the company has included a surprising mandate to invest resources into working with retail florists across the nation to help them strategize for growth. In a world of big box chains with mighty buying power, Retail Florists have to be smarter than ever – and Flowerbuyer.com wants to lend a helping hand.
“Quite simply, the more successful the retail florists are, the more successful the entire industry becomes,” comments Cor Keeren, President of Flowerbuyer.com.
“As an industry leader, we feel it is our responsibility to take action and make a difference in this challenging business environment.”
With market intelligence acquired from operating for more than a decade, it has the know-how and the expertise to partner with the floral sector. As proud members of Flowers Canada, and being especially proud to be a headquartered right here in Canada, Flowerbuyer.com stands ready to gain consumer attention and increase results for Florists– all at no extra cost.
So, exactly how can they make a real difference in your shop? Well, the Canadian distributor has made available on its website sales and marketing tips and better yet, you do not need to be a registered customer to gain access to the information. It sits free of charge on the home page for all to benefit from.
The company has demonstrated its interest through the updated website and the on-line newsletters. These regular communications contain sales and marketing tips that have been developed by an in-house Marketing Professional focusing on affordable tactics all designed to generate real profits.
Keeren quickly built a reputation for taking risks and going against the grain. The risks have enabled Florists to purchase product at 25% – 30% less than traditional methods with delivery anywhere in the Country. It is this exact thinking that has lead the organization to recruit talent from outside the floral sector.
“We believe tradition plays a very important role within the industry however, we choose to take a non-industry approach to our corporate philosophies,” notes Michael Wisz, Chief Operating Officer - Corporate of Flowerbuyer.com.
More important than ever, finding the right solution for profitability has become essential - especially as the floral industry battles the slowing economy. Flowerbuyer.com recognizes the importance of helping Canadian retailers achieve growth and profitability by fostering and educating future consumers.
To help support their customers they have produced a DVD video in conjunction with Flowers for Kids. The video is a reproduction of the Flowers for Kids seminars and features the founder of the organization, Ramiro Peñaherrera. The video is ideal for those who wish to take advantage of this program but do not want to incur the expense of travel and accommodations typically necessary to participate live. Flowerbuyer.com has invested significant funds to produce this DVD training video to help make the program more accessible to Florists. The DVD is exclusive to Flowerbuyer.com customers for purchase.
“Partnering with Flowers for Kids has proven to be a successful venture resulting in a tremendous response from Canadian Florists,” says Blair Campaigne, Chief Operating Officer – South American Operations.”
“We are quite proud to be providing this marketing strategy to all our customers. In essence, we have decided to absorb the production costs so that our customers can take advantage of this exceptional resource that impacts current sales as well as the future of the retail florist experience.”
According to Flowerbuyer.com’s Director of Marketing and Communications, Brenda Hajdu, marketing efforts can range greatly. What most companies don’t realize is that one does not need to spend significant capital to create an effective strategy that generates real results.
In a slowing economy many believe they should cut back on marketing initiatives, however, experts indicate that when consumer spending is low, this is the best time to beef up your sales and growth strategies always with a focus on customer loyalty and retention.
In building customer loyalty the 80 / 20 rule typically applies. Approximately 80% of your revenue is generated by 20% of your client base. This means that only 20% of your customers will become regular and loyal – if you are lucky.
Now more than ever, businesses need to pay special attention to their satisfied customers. According to research, 40% of those customers that claim to be satisfied with one retailer or company still switched to a competitor without hesitation.
The other 80% need reminders and incentives to build up a habit.
Many companies now have loyalty programs however; these types of programs are expensive and not budget-wise for a smaller shop.
Even though these loyalty card programs may not be in the budget, one needs to keep in mind today’s customers expect to receive more from businesses than simply what they have paid for. They expect exceptional service and additional perks for being a customer. They want to know their business is appreciated and they want to be reminded of this regularly.
Many companies struggle with keeping their customers interested. The most effective form of keeping customers engaged is by developing cost effective programs where the customer evokes emotion. When one evokes emotion and feels something positive, a stronger sense of memory is created of that business which in turn creates a stronger sense of belonging. The end result? You get repeat business and better yet, your customer has a story to tell others. As we all know, word of mouth is the best and most cost-effective form of advertising.
“The strategies listed on our website are attainable and can help Retail Florists achieve the creation of a memorable and enjoyable customer experience,” says Hajdu.
“The initiatives focus on helping businesses to build a trusted brand resulting in customer recognition and more importantly, remembering the Florist for their fresh-cut flower needs.”
Flowerbuyer.com wants to see the Retail Florists achieve their sales goals and wants the shop owners and managers to perceive them as a partner and resource to help them grow this year and for year’s to come.
Want some examples of what has been published this year? Here are some excerpts from FlowerBuyer.com’s website and e-newsletter:
Sales Corner – April 25, 2008
Partner with your local business community by offering to arrange an employee appreciation event on-site.
Approach a larger local accounting firm, law firm or other professional business and conduct a flower display for Mother's Day. Have three various bouquets displayed in their lunch room representing three price points. Include a $20, $35 and $60 arrangements to fit everyone's budget. Let the customer know they can customize their selection by choosing preferred colors.
The ideal time for the display is between 10:30am - 2:00 pm. This way you catch the lunch crowd and the coffee crowd.
Take orders on the spot and let them know you will deliver the flowers right to their office by 3:00pm the last Friday before Mother's Day. This means they don't have to leave the office to do their Mother's Day shopping. Bring along the greeting cards so they can write a personalized message for their Dear Mom.
To help select an appropriate business, sift through your customer list and determine if you have recently served an individual employed in a good sized organization. You can always offer this person a free $30 Mother's Day arrangement for helping you out.
This is an ideal marketing strategy for the busy lifestyle often associated with career-minded individuals.
Sales & Marketing Corner – April 17, 2008
Consider these three marketing ideas to boost your sales and carry you through a sluggish economy:
1. Focus on previous and existing customers. With established relationships, you do not need to spend extra time, money and energy to make an impression, your customers already know you. And your knowledge of your customers' needs makes it easier to come up with new products or services they will want to buy. The point is to make a valid case that they will benefit from what you are offering.
2. Create a Complimentary Reminder Service. Offer to each and every customer a free of charge reminder service for Birthdays, Anniversaries, Valentine's Day and Mother's Day. Start this Mother's Day by calling all your customers to ask them for a Mother's Day order and while on the phone obtain their email address. As this service is intended to be discreet, it is important to ask them for the best telephone number and email to reach them at. We certainly do not want their special someone to know they have the added help of their favorite florist reminding them of those very special occasions.
During wedding consultations, slip the husband-to-be a note about the service and let him know that you have already included the wedding date in your calendar for that special 1st anniversary.
3. Focus on family values. During a slowing economy the trend is for consumers to spend more time at home and be more connected to family and friends. Remind your customers fresh flowers are the most affordable and quite perfect pick-me-up for their own home and are also the ideal hostess gift for friends and family. The gift of fresh flowers is a simple act of kindness for those feeling down. Let your customers know flowers are a wonderful expression of appreciation that will last for days.
Greeting cards and calling cards also hold up well in this environment and act as an exceptional compliment to flowers. Help your customers show they care by adding these items as features in your shop.
Sales Corner – April 4, 2008
Looking for better ways to serve your customers while increasing sales? Here are some ideas for the prom and spring wedding season.
Create your very own "Referral Program" by offering a discount or coupon to any wedding and prom customers that recommend their friends to order as well. This can be especially effective with teens as the strings on their wallets may be a bit tight. This allows your customer to not only put more cash in their pockets but also allows you to gain more business.
While your wedding and prom clients are in your shop, consider offering a coupon or discount for their upcoming Mother's Day purchases. This will help to encourage them to become a repeat customer at a young age all while securing a Mother's Day sale for your business. Share with them the meaning of the flowers they can select for their Mom. Be sure the customer does not leave your shop without knowing that flowers are the ultimate Mother's Day gift as they represent the true meaning of the day. Recommend flowers for not only their own Mothers, but for Grandmothers, special Aunts and even flowers for their future mothers-in-law...as it is highly likely their enchanting men seem to be more forgetful on occasions such as this.
Another alternative is to offer a discount if they pre-order their Mother's Day flowers when placing their prom or bridal order. Advance orders can make a significant impact on how you order and can save your business both time and money.
Remember to obtain their email address and / or phone number so you can send them a gentle Mother's Day reminder 10 days before the day arrives.
