Designer’s choice arrangements have the potential to drive sales and inspire designers. These custom designs also offer a potential workaround for supply chain challenges.

At Capitol Hill Florist and Gifts in Oklahoma City, Oklahoma, designer’s choice is a top seller.

“It’s probably the No. 1 item we sell over the phone, especially if the customer is unsure of what to send,” says Chet Whitnah, marketing coordinator.

A Win-Win

The product is a win-win for the customer and business, Whitnah says.

“The customer typically gets a better variety of flowers and a fuller arrangement,” he says. “For example, if they spend $100 on roses, that arrangement contains fewer flowers versus a mixed bouquet designer’s choice style, which might have 24 or more flowers.”

On the business side, Capitol Hill benefits by retaining creative freedom for the designer.

“Once a designer is limited by a list of requests — no gladiolus or carnations or only yellow — the creative aspect gets lost a little bit,” Whitnah says.

When a designer has freedom to be inspired contentment and creativity soar and it shows in the final arrangement, he says.

Janie Johnston, vice president of sales at Johnston’s Quality Flowers in Fort Smith, Arkansas, sees similar results with her design staff.

“Designer’s choice arrangements allow our designers to utilize their creativity, and we get very positive reviews from customers,” she says. “These arrangements also help us to use our inventory.”

Utilize Inventory

Keeping tabs on inventory is essential for designer’s choice to be successful.

“Have employees who answer the phone coordinate with your designers,” says Lori Wilson, director of community at Flower Clique Prep School. “They should know, for instance, if you have an abundance of yellow sunflowers. When that’s the case, everything they sell that day should aim to have yellow in it.”

Wilson teaches shop employees to focus on two things with each sale: color or exact flower.

“In that first minute of conversation with the customer, one of your goals should be to ask them if they’re more focused on the exact flower or the color,” Wilson says. “Remind them that right now in the world of COVID-19, we can’t guarantee both, so we want to guarantee one of those. That transparency opens the door for you to describe your great design of the day.”

Improve Efficiencies

Instead of using a one-and-done approach, make copies of a successful design.

“When you’re making one design of the day, make four more and keep them in the cooler,” Wilson says. “Productivity-wise, that makes sense, especially now with sourcing of flowers being such an issue. Those arrangements will make you money. You can sell them to walk-ins.”

Market a Look with Language

It may be difficult to market a designer’s choice arrangement online with photos, given the variations of color and flowers, so language is especially important, Wilson says.

“Avoid saying ‘Deal of the day.’ That implies something cheap along the lines of fast food. Instead choose wording that sounds more elite, and you’ll be able to command a better price,” she says. “Consider phrases like ‘Design of the day,’ ‘Signature design’ or ‘Designer’s inspiration.’”

Wilson also encourages florists to take inspiration from Nike, which allows online shoppers to create a customized shoe.

“You may not be able to show the picture of what your designer’s choice will look like, but you can mimic a customized approach by letting customers choose aspects of the design, like color or size,” Wilson says. “It could be as simple as, ‘You pick the colors, we’ll create your custom design.’”

Julie Martens Forney is a contributing writer for the Society of American Florists.