Florists can learn a lesson or two from Pike’s Place Fish Market in Seattle, famous for it’s fish-tossing fishmongers, says Boston florist Rick Canale.
To get the most out of Mother’s Day, make the holiday an event.
That’s advice from Rick Canale of Exotic Flowers in Boston, who tries to turn his shop into a lively, can’t-miss destination in the week leading up to Mother’s Day, with music pumping, staff spiffed up in new T-shirts and tons and tons of product and merchandise on the floor.
“To draw in foot traffic, it has to be about entertainment,” he explained, adding that he aims for a “Seattle Fish Market” vibe in the shop for Mother’s Day. “It’s loud and exciting in here, and that appeals to a younger set of customers.”
Those younger customers are a key and growing demographic for Mother’s Day. According to the floriculture research firm Prince & Prince, “floral purchasing for Mother’s Day has been trending up over the past decade for householders under the age of 35, and those aged 35 to 44.” The group found that 74 percent of households within those groups intend to buy flowers for Mother’s Day, an increase of 11 percentage points from 2007.
Rick Canale had new staff t-shirts created for the run-up to Mother’s Day, to add to the festive environment he’s creating at the shop.
Canale also intentionally over-staffs the holiday — primarily to ensure that every single customer has a seamless transaction (no, “Can you hold for one minute, please?”) but also to add to the lively atmosphere.
In a recent blog post for Vend, a retail software management company, Francesca Nicasio shared other ideas on how retailers can turn their brick and mortar stores into destinations:
Give customers a chance to experience (not just purchase) your flowers. “Want people to see just how amazing your products are?… Dedicate spaces in your store for shoppers to interact with your items.” In practice that means following Canale’s lead and getting lots of flowers out of the cooler and onto your showroom floor, but also providing customers with personalization options in the form of ribbon and container choices.
Host a Class or Workshop. “These initiatives offer up opportunities to connect with your customers, plus they give people reasons to visit and stay in your store,” Nicasio said. In Phoenix, Arizona, Tony Medlock, AAF, AIFD, PFCI, of PJ’s Flowers & Events has run daddy-daughter Valentine’s Day workshops that could easily be tailored for Mother’s Day events. Medlock’s events draw crowds in the hundreds.
Create a Hang-Out Vibe. “Apple’s … new stores now feature a new look and amenities that put more emphasis in hanging out over shopping,” Nicasio explained. “One of the most significant additions to their new store format is the public Plaza, a space that will be open 24/7 and will offer free WiFi as well as room for concerts and performances.” You may not be able to create a “public plaza,” but music, refreshments and an accommodating staff can go a long way toward encouraging customers to linger and potentially buy more.
