Any florist can tell you that if you want to be successful, you not only need to know your flowers inside and out, you need to know your customers as well.
And these days, many shoppers prefer to shop online. The good news is online shoppers leave a trail of statistics for you to learn their behavior and preferences. The best way to really get to know your shoppers is to study these online habits.
However, customers who shop online have an advantage as well; they can comparison shop by price, quality and reviews, all without having to spend a single penny on gas. All consumers want to get the most amount of product for the least amount of money. Customers will shop around and take many factors into consideration before making their final checkout.
The power of a marketplace, like BloomNation, feeds to both the florist and customer strength.
This is why you need to make sure your flowers come up when and where they should within the marketplace to compete for the customer’s attention. Otherwise you are just another virtual shop floating out in the internet abyss.
How to best utilize the marketplace in order to be a relevant merchant?
We reviewed, funneled, dissected, blended, crunched and even hung out to dry our customer analytics. The results are not shocking, but paint a very clear picture. Maximizing your floral marketplace store-front can be done through the following:
You will need to make sure you cast a wide net to cover a variety of consumers. The key word here is variety. Have a variety of products to cover whatever occasion, style and price the customer is shopping for.
Through the data we have gathered from customers visiting BloomNation, we have learned that florists with a minimum of 20 products have had a higher sales conversion rate. By having at least 20 products, florists will typically have several arrangements per category and at different price points to give online surfers a variety of product to choose from.
Not only do you need to have a variety of products and price points, but you also need to properly display your flowers. This means accurate and detailed titles and descriptions as well as clear high quality photos. All though it is cute to call your bouquet “Moon Shadows” that has little relevance to customers’ search, so try to have more specific titles that convey the arrangement contents or style such as “Yellow Phalaenopsis Orchid” or “Simply Chic”. Clear and quality photos display the type of work you do and act as a window into your flower shop. Check out our previous blog on how to take great pictures of your flowers.
With a variety of identifiable and understandable products, you will be better positioned to come up for a customer’s specific search and your conversion will be that much higher.
FlowerCloud is a marketplace for local florists across the country to upload and sell their own unique designs in a single marketplace. Consumers shop by their delivery area to find designs sold by the local florists. There are no fees to join, use or leave. The florist simply gets 90% of every order they sell. For more information and to get a free Flower Shop profile, visit www.bloomnation.com/flowercloud