Looking for a plan to draw in customers all season long? Take a cue from Portland, Oregon florist Doug Fick and market many time-sensitive deals.
Determined to end the year on a high note, Doug Fick treats the holiday season as a marathon, not a sprint.
The owner of Broadway Floral Home and Garden in Portland, Oregon, counts on the month of December to end the year on a high note by capitalizing on a well-understood reality: Customers spend more when they’re surrounded by visually appealing merchandise, festive smells and sounds, and cheerful salespeople rather than when they’re sitting in front of their computer screen.
Beginning December 1, Fick promotes “24 Deals of Christmas.” He uploads to the shop website an advent calendar, which has interactive buttons on Dec. 1 to Dec. 24. When customers click on a date, a special deal is revealed, valid for that day only. To receive the deal, customers have to come get it in person.
Because those who dilly-dally miss out, customers feel a sense of urgency, which serves as that critical “call to action,” Fick said.
The most popular deals are gift items (candles, accessories, jewelry, ornaments) discounted by at least 20 percent or “buy two, get one free” selections.
For more details on the (nearly) month-long promotion, read “Countdown to Christmas.“
