“Florist Needs To Do A Better Job Seducing The Customer”

A research project by the Dutch Horticulture Product Board makes it amply evident: there are still plenty of opportunities left for florists to strengthen their position as the prime place for buying flora.

The Product Board inquired with 175 customers and came to a number of interesting conclusions. For one, buyers nearly always stick to their original plan regarding the product they are looking for and the amount they wish to spend on it. Seducing these people into spending more than they originally wanted to is difficult, but can nonetheless be achieved by improving the shop layout and the presentation of the products.

Offering more flower-related entertainment in the stores would be another potential point of improvement, according to the research. But perhaps the most meaningful change would simply be a greater understanding of the various types of customer that exist, on the part of all the personnel. Three main types can namely be identified, which we might describe as ’the flower arranger’, ‘the flower sniffer’ and ‘the swift flowerist’.

To read the rest of this story please go to: Florint.org