Get a re-cap on the biggest trends slated for 2016 in the January issue of Floral Management.
Fast and easy — these are must-have qualities for customers accustomed to instant video streaming and free two-day delivery.
The most successful retailers make shopping as effortless as possible, removing “pain points”— anything that makes customers wince, balk or feel confused, said Daniel Levine, director of The Avant-Guide Institute (a global trends consulting firm) and editor of WikiTrend, the keynote speaker at SAF Amelia Island 2015.
One way you can make shopping a more comfortable experience is to train your sales staff to offer concrete descriptions of designs and expert guidance on what’s appropriate for the occasion and relationship.
“(Buying flowers) can be intimidating in the same way, honestly, as buying a diamond is intimidating,” Levine told Floral Management contributing editor Mary Westbrook. Customers want something that will impress their loved one (without breaking the bank), but they don’t know exactly what that is. Verbiage that is specific and visual (“a mass of fuchsia and purple flowers against emerald foliage with a mix of textures” or “an all-white design of premium flowers, such as orchids and roses, with minimal greenery”) will give the customer more confidence that he’s getting something of value than vague descriptors (“something nice”).
For more tips on eliminating pain points, check out “Three For the New Year,” the cover story of this month’s Floral Management. There you’ll also learn about the rising demand for personalization and products with a backstory.
