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6 Marketing Ideas for Florists

April 30th, 2021 | Retail News

The demand for flowers is growing year by year, which means the floristry industry is growing exponentially. But when you start your business, it’s important to take initiative to attract customers to your shop. Your florist business can grow by implementing the right marketing strategies, but it can be difficult to know where to start. We’ve listed 6 easy marketing ideas for florists to help you grow your business.

1. Build Brand Image
Building a brand image is crucial to growing and maintaining a successful business. Your brand is defined by your customers’ perception of your business – your reputation. Building your brand is made up of several different things.

One place to start is with your physical marketing. Your logo, fonts, colour schemes, and other visual materials should all be able to point customers back to your business. Integrating these details in all advertising materials can make your business easily recognisable, and customers will begin to trust your brand.

Having custom price tags for your products can build brand loyalty, as they can be fully and entirely personalised. With a price sign printer, you can design and print your own cards for your products. 

The easy-to-use design software allows you to incorporate unique icons, logos, and texts onto your price cards – things that will make your brand easily recognisable to customers. Because the cards are plastic, you don’t need to worry about them getting ruined. Water changes and cleaning routines will be easier than ever.

You can also use your price card printer to print other designs, such as care instructions and florist cards. Printing them on durable PVC cards means they can be kept for future reference, and this will build trust each time your customer revisits their care instructions.

In such a seasonal industry, the price sign design software can also double up as a stock-keeping list. You’ll no longer have to worry about remembering what price your tulips were this time last year, as you can save and categorise your price signs to easily find them again the next time you need them.

2. Build A Website

Having a website promotes retail businesses when you’re not able to do so in person. 

Lockdowns have been an unfortunate reality over the past year or so and most florists have been forced to close for long periods. A smart business solution to lockdowns is to make sure your store is still open for click and collect purchases or deliveries during this time if possible. One of the most effective ways to do this is with a high-quality website. 

An attractive, functional website can be the difference in sales continuing in these difficult circumstances. Ensure it’s easy to use, as your customers’ online experience with your business is vital in maintaining their purchase journey through to point of sale and make sure it’s responsive on desktop, tablet, and mobile devices.

Customers love to buy from local florists, and having a website gives store owners the opportunity to tell a story that bigger competitors, such as supermarkets, can’t.

To expand your business, create an online shop for your florist supplies with a delivery service. It’s important to note that many people send flowers to their loved ones who don’t live nearby. Gift givers tend to purchase from floristry shops local to the recipient via an online delivery service.

If having a full product delivery service isn’t feasible for you, consider introducing a gift card program. Promoting and selling gift cards both in-store and online allows you to expand your business to your website without the need for a complicated courier service. 

tablet with graphs on

3. Email Marketing

Email marketing is important to build brand trust and loyalty. Not only does it generate an average of 3800% return on investment, but 59% of all consumers say that receiving marketing emails influences most of their purchase decisions. Email marketing is important to both retailers and customers.

Having an email system set up offers you a direct line of contact to your customers. This is useful during times when your shop might not be open or you’re seeing less footfall than usual, as sending out a campaign with offers or deals can encourage customers to visit.

49% of consumers say that they like to receive promotional emails from their favourite brands at least once a week, so make sure you’re sending out regular unique communications. Our loyalty programme offers an easy-to-use email system, or if you’d prefer, our Marketing Support Plans mean you can access bespoke email templates and one newsletter or campaign email built and sent by Reward-It each month. 

4. Window Displays and Signage

It takes 7 seconds for people to decide whether or not to enter your shop, so it’s important to make a good impression.

This means that your physical marketing has to start outside your shop. This is especially true during the pandemic, as consumers are less likely to browse shops. Now, you need to make an even bigger effort to draw people in. Make sure your custom price tags can grab the attention of passers-by, or you’ll miss the opportunity to make impulse sales.

Ensure the outside of your shop is as clean as it is inside, with paintwork kept fresh and florist cards and labels outside. Every inch of your space should be used to sell and promote your products, and if permitted, put custom price tag displays outside to create a 3D shop front that draws people in. 

3D display marketing draws more customers in as it allows people to see your products from a wider angle, and therefore from a further distance, even if you’re situated off a main road. Brightly coloured props, flower labels, sandwich boards, and florist labels will catch the eye.

When displaying products outside, it’s important to prioritise high-quality head-turning products over cut-price deals, and don’t forget to rotate between your products regularly to boost sales.

Comparison of different storefront approaches

5. Add Gift Services

Most of the customers that pass through your shop will be buying flowers for other people. It’s estimated that 60% of all flowers and plants are bought for someone else, and with holidays such as Valentine’s Day and Mother’s Day being the biggest sales opportunities for your business, it’s important to maximise every occasion.

77% of all flower purchases involve a specific reason, holiday, or occasion, and people purchase and gift flowers and plants an average of twice a year.

You could add chocolates or alcohol alongside your flowers to create bundles on certain occasions. This is convenient purchasing for the consumers, as they only have to visit one location to get everything that they need without compromising on the quality of the gift.

You could add an extra source of revenue in the form of gift cards. Gift card systems for retailers significantly ease stockholding capacity during peak periods, as you don’t need to stock and display as many flowers and plants and keep them alive. This also reduces wastage.

Florist gift card services also benefit your business financially, as it helps to ease cash flow as money is taken upfront and you don’t have to provide services immediately. When it comes to gift cards being redeemed, 72% of people spend approximately 20% more than the gift card’s original value, and anything that is left unused can be counted as 100% profit.

6. Reward Customer Loyalty

Gaining an email database can be difficult, but if you’ve got a customer loyalty scheme in place you can use the data from the members who have signed up. Don’t forget to reward customers, too – send out offers or loyalty points at milestones such as registrations or on birthdays to make your customers feel appreciated.

Rewarding customer loyalty is crucial to the success of your business. Roughly 88.2% of all consumers regularly use at least one loyalty card and retaining your current customers is approximately 5 times less costly than marketing to gain new ones.

In the UK, consumers buy flowers for themselves an average of 17 times per year, so it’s important to recognise these customers and work on turning them into repeat customers. Having a loyalty scheme is crucial to this, and you can easily design it in a way that suits you, with rewards that you choose.

Customer loyalty schemes can also double up as marketing techniques. Branding your cards with your logo, fonts, and other recognisable features lead to word-of-mouth marketing, and members of your loyalty scheme will tell their friends and family about the rewards they’ve gained.

Recently, as the florist’s industry has become more fashion-led, it has become more difficult to know what stock to buy. Having a customer loyalty programme allows you to track and analyse the purchasing habits of those who have a membership, so you can see what’s popular and what’s not selling as well. This will help to reduce wastage and free up stock holding capacity.

How Can Reward-It Benefit Your Business?

If you’re a floristry business, gift card sales and loyalty cards are great marketing ideas to use. With custom price tags, florist cards, and gift cards you can showcase your products to the public. Attract new customers and retain loyal ones to increase sales and improve your brand. 

Discover unique custom price tags and loyalty cards perfect for your floristry business. Get in touch with Reward-It, call us on 020 8266 1600 or fill in an enquiry form on our contact page.

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