If your discount codes aren’t pulling in the results you hoped to see, it might be time to look at the codes themselves.
Around the holidays, when many florists are relying on part-time or seasonal help, complicated codes can lead to mistakes and missed opportunities, says Art Conforti of Bloomerang Solutions.
“Use a code that makes sense to the order-taker,” says Conforti.
A formula he used for years at his flower shop in Sarasota, Florida: 1611216. The first two digits (16) represent the year; the second digit, or digits, the store number (1 — even if you have only one location the addition will break up the other numbers in the code); and the expiration date (1216).
Conforti says confusing codes aren’t the only mistakes retailers make. He also says too many florists ignore competitors’ offers, when they should be going head-to-head with them.
“If your competition is discounting 30 percent…then you need to plan to market against that,” he says. “Your customer sees , too.”
A final tip: Make your most generous discount offer early in the season, when customers are shopping around for good deals. Last-minute shoppers hunting for a deal on Dec. 24 (or Feb. 13) can be convinced to buy with an email — perhaps even one that doesn’t include a discount.
“They are not the bargain shoppers,” he says.
Read more about promo/discount codes and how they can help your shop measure ROI more effectively.
