Exposing customers to new design styles & flowers

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twiggy

twiggy

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Jun 5, 2006
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Yerington
www.yeringtonflowers.com
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It's been my experience that some customers have been wanting to send something different, are dissapointed/frusterated in always sending the same ol thing.. mixed spring bouquet in a basket. however when presented with a couple of choices already made up in the cooler.. most of these 'complainers' will go with the safe choice. I wonder how i can expose these customers to different styles and make them more comfortable with them without going broke.

Royer says in his book: Exposure = awareness= sales And i agree.. how are customers ever going to know what we do and how creative we are if we don't SHOW them.

I was thinking about hanging nice photos of advanced design work in my shop .. hair salon style.. and changing them out seasonally, then i could have 'safer' designs in the cooler that will sell while showing the customer what is possible on the wall.

Has anyone tried this? what do you do to educate your customers?
 
I know I'm in a different position than you are, but I thnk communication is the key. Take the time to ask about the personality of the recipient. Although, that being said, some people buy according to their taste, not that of the person receiving the gift. So be ready for that. The pictures sound like a great idea. Visual stimulation for the customers. They don't know what available unless we tell them.

I know of a shop that is starting by doing the simple things different, like the way they wrap flowers that leave their shop, using bud vases that are out of the norm, etc... It attracts attention. It seems to be working for them.
 
show em!!!!

ya can't sell it if you don't show it !

we started a long while ago showing ONE CONTEMPORARY/ARTSY design in the cooler along with the normal ones.

when people SAW the cool designs --they bought them --well not all of them--sometimes i create some duds --- but we learned what sells that way.

you could describe a design over the phone all day long and they won't get it -- and may be afraid

but show it! and (if its good) it will sell itself

oh !! the rest of my story is that now we show quite a few artsy arrangements in the cooler and only a few normal (boring) ones and customers can and do order artsy over the phone because they have already seen it
 
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It is hard to upsell the same ole thing. Futher more, the customers thought process is, "if I can buy it for $35 why should I spend more?" You HAVE to show them something different. If they see it, they will buy it. Putting your unique designs online is a great way to get them thinking out of the box. Once customers know that they can get something different from your shop, the word speads and soon others will call wanting what so and so had. Also, being able to capture the perfect expression for the occassion is something that most people will pay more money for.

We have spent the last 10 years educating our customers to our designs styles, types of flowers that we use, and new trends and products. We now have a unique client base that wants us to be succesful with their orders and is willing to spend (usually) what it takes to make the RIGHT statement. Your sales people are key in this area. If they can educate them on higher end flowers, vase life, unique containers, service, and design, then your average sale might increase over time.
 
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thanks for all your imput.. i am planning (future) to have a gallery page on my website.. and i will be making up some different things for the cooler along with more traditional things. already i have a style that's recognized in the community.. so that's good.
the experience we have as professional flower people when we are exposed to the endless possibilites of design. that sense of wonder and awe we feel .. well, my customers need to feel that too.. at MY store.

isabetho.. your comments on education by sales people ect. i think are right on! Ty
have your read the book about Starbucks?? there are some interesting comments in there..
"if you offer them something they're not accustomed to, something so far superior that it takes a while to develop their palates, you can create a sense of discovery and excitement and loyality that will bond them to you".
I think this is what you have experienced?
 
I have found the best way to "educate consumers" to new and upscale is by taking control while selling to a good customer. Especially when they want something "different, new, not the same". When that good customer puts it in your hands, don't be afraid to ask them, "May I use new techniques or styles to show your feelings?" This way I have been able to produce "mini plantscapes & landscapes (vegatative designs)", hogarths, parallel systems, biedermeier, and more. I think part of being able to show what we learn is to find a customer that is completely comfortable leaving all the control in your hands. Respect for that customers wishes and their faith in you will allow you to challenge yourself and bring the "Wow"s from both the customer and the recipient. (does that make sense?, it's been a long two days)
 
twiggy said:
It's been my experience that some customers have been wanting to send something different, are dissapointed/frusterated in always sending the same ol thing.. mixed spring bouquet in a basket. however when presented with a couple of choices already made up in the cooler.. most of these 'complainers' will go with the safe choice. I wonder how i can expose these customers to different styles and make them more comfortable with them without going broke.

Royer says in his book: Exposure = awareness= sales And i agree.. how are customers ever going to know what we do and how creative we are if we don't SHOW them.

Has anyone tried this? what do you do to educate your customers?
Click to expand...

My cooler list of required designs for the cooler includes (at least)1 HIGHSTYLE/ UNIQUE DESIGN. Show it to them & they'll buy it. Try it you'll be surprised who will choose this type of design.
You will eventually get the exposure when these are chosen for delivery to an office etc...

Make it a great Day. Debbie
 
vasestuffer said:
ya can't sell it if you don't show it !

we started a long while ago showing ONE CONTEMPORARY/ARTSY design in the cooler along with the normal ones.

when people SAW the cool designs --they bought them --well not all of them--sometimes i create some duds --- but we learned what sells that way.

you could describe a design over the phone all day long and they won't get it -- and may be afraid

but show it! and (if its good) it will sell itself

oh !! the rest of my story is that now we show quite a few artsy arrangements in the cooler and only a few normal (boring) ones and customers can and do order artsy over the phone because they have already seen it
Click to expand...

That's not been our experience.

I'm sure Twila won't agree with me but I can't count the number of times we've put something we saw at a design show in the cooler and watched it sit there and wilt.

I also follow Ken Royer's advice when he says never experiment on your customers and send out an exotic design on an open phone order.

We've lost a good customer at least once doing exactly that.

opinions vary
 
bloomz said:
That's not been our experience.

I'm sure Twila won't agree with me but I can't count the number of times we've put something we saw at a design show in the cooler and watched it sit there and wilt.

I also follow Ken Royer's advice when he says never experiment on your customers and send out an exotic design on an open phone order.

We've lost a good customer at least once doing exactly that.

opinions vary
Click to expand...

That was our postion till the new owner took over.....And what he has us doing seems to be making the difference. Still doing the tried and true for your EXISTING customers, but doing the Creative and different for your new customers....get the newer customers used to the creative and different and eventually, As the older established customers pass on and the newer ones come into their own....so will your styles change.
 
It seems to be easier to make the changes less dramatic...I try using things in the arrangments and combinations they haven't seen before. It gets them excited about the difference without any shock and awe.
 
bloomz said:
That's not been our experience.

I'm sure Twila won't agree with me but I can't count the number of times we've put something we saw at a design show in the cooler and watched it sit there and wilt.

I also follow Ken Royer's advice when he says never experiment on your customers and send out an exotic design on an open phone order.

We've lost a good customer at least once doing exactly that.

opinions vary
Click to expand...

Actually...I agree with Bloomz, but with a slight twist. If your customer gives you full reign to send something new and different, by all means do it! However, I would ask questions as to how far they are willing to let you go. You always need to put your customers needs/wants before your desires to prove your abilities.
 
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I think you really have to communicate with the sender......ie: are they into a big bodacious bouquet full-full-full or is it for a person who will really enjoy something unusual ???????? Less product....more design??
I try to keep at least one wild n crazy piece made up (as above mentioned) if they can see it...it then makes sense to them and the value is apparent.
I truly believe that we as florists sometimes "forget" that many consumers are a bit intimidated buying flowers as gifts....they are out of their comfort zone yes?
I really like the idea of seasonal photos.....(now if I could only take decent pics) :)
that's my 2 cents............
jeannie
 
In our experience, most customers respond negatively to "Creative" designs if the flowers used are the same. They respond positively to almost any design if you use unusual flowers that they haven't seen.

In other words, in an average consumer's eyes, a "creative" design made of common flowers would look just weird. On the other hand, almost any arrangement with unusual flowers would look impressive to many of them.

For instance, we often use Sarracenia in our design. They are inexpensive, yet make your arrangement look more contemporary. Many customers love them. Choice of greens matter too.
 
I have some traditional and some High Style things in my shop, I keep a couple of each made up in my cooler in fresh. But I also sell ALOT of household arrangements in silk, and the part I like, when new customers come into the shop they say OHH you do alot of "different looks" We love that, hehe makes me feel good, I don't like alot of the tradtional but I am in a small community and right out side of a small town and they usually go for the traditional look. I am still learning my customers too so I get to try new things with them. What they comment mostly on is No matter what they buy it is never the same, they like that!!! Keeps them guessing but also keeps them coming back for more!!!
 
just say NO to baby's breath and carnations

I have always had the policy of NO gyp and NO standard carnations in my shop. I will sometimes use mini carns, but rarely. I have only had one complaint in 6 years and it was from a recipient of a bud vase on VDay. I also use very little leather leaf and prefer salal, seeded euc and pittosporum for daily work. I have a small town shop and not alot of high end business, but my growing customer base comes from recipients and others who always say they like the "different" things I use. The only "different" things I use are curly willow (cut from trees in my backyard) and bear grass. These are standard, inexpenive (even free) yet just out of the ordinary enough to peek their interest. Yes, I also keep at least one unique piece in my cooler, but never will you find a "roundy moundy" basket with baby's breath!

Educate your customer or they will remain in the same patterns and so will you!
 
Arty Farty

We have a big store with big turnover...so we are able to whip out the 'extraordinary' and let it sit there so every one that walks thru that door is a customed to seeing a 'WOW factor'. Sure they may not want to buy that arrangement now but they will remember what they saw and might order it for next time.
I know not all of you can do this...because it seems like a waste of time and money....but it is very unlikely that this 'extraordinary' arrangement sits long enough in the shop for it to be chucked in the bin. The more you let your customer see what you can do....the better chance you have of them not only remembering it but taking it then and there.
If I were you....have a small collection of your ' arty farty' designs in the fridge, put a lovely funky book out on the counter with your ' arty farty' designs in it and then to top it off...make a special place on your webpage where you can put your ' arty farty ' photo's on there.
People are dumb, people are blind and people are helpless when it comes to flowers....so the more you speak up about your creativity the more they get to understand your lingo and will take the chance because you are so confident in what you are selling:)
 
Perhaps this can help to bring a new light on this issue: I should think that most of us have seen a design show featuring Hitomi Gilliam AIFD. Quite a few years ago, She was doing a show, Wilton Hardy AIFD was also at this show - Anyway - Hitomi was asked to showcase what she did EVERYDAY in her shop in BC. ( She is known for her crazy lines, bold armatures, and some really fantastic floral sculptures )

Anyway - She had normal everyday flowers, but the difference was the FOLIAGE.
Out of a full days show....not one peice of leatherleaf was used. By using different foliages in a standardized design.....you can get a different, contemporary look......even if the arrangement is for 12 carnations.

For those who are struggling to introduce the new and different ....... try using unique and exotic foliages rather than just leatherleaf, jade, and emerald
 
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Definately Rick! Foliage is a great winner down here. We do have heaps of tropical leaves that we use constantly and instantly improves the design 3 fold. I have not used leather fern for ages...we normally stick with gymea,birds of paradise foliage,draceana,raphis palm, monstera....do you guys work with these over there too???
 
Yes.. foliage, i have been using different things (for this area) and getting nice positive feedback. also using the different flowers.. I think it's just great when a customer comes back or calls to ask about a flower they havn't seen before!

I did pick up a couple of posters from SAF but they are everyday designs for most florists. I have seen some wonderful pictures from the Cal Cut Flower Comission, and have one of their pic CDs but I can't find some of the other pictures (older maybe?) such as the tall square rose design, or the tall green glad design.. those designs and others would be fun to feature here and there around the shop in a poster/picture to get people used to seeing really different designs (as salons do with different styles of cuts)

I have done things for the cooler and many love to look.. just aren't quite ready to commit yet! ha ha
another thing i've done is take some of the more artsy arrangements and put them in high traffic areas around town.. I've gotten good feedback from this too.

I think this is just something that has to be ongoing in anyone's shop... exposing your customers to new flowers, color combinations or style. It goes a long way in their minds as to what you can and can't/won't do Making this effort may not sell lots of bouquets right away but it does Sell you and your shop as the creative expert.
 
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