Don’t you wish you could see the future of your business? Don’t you wish you could look into a crystal ball to know why shoppers abandon their carts, how they select gifts and what constitute “barriers” that prevent them from purchasing?
Believe it or not, you can — by tapping into the extensive research of consumer preferences and habits conducted by the Society of American Florists, the American Floral Endowment and universities throughout the country that use a variety of methods, from surveys to eye tracking and biometrics technology.
Charlie Hall, Ph.D., an economist and professor of horticulture at Texas A&M University, will break down the studies and flesh out actionable tips to put the information to use for your business during his presentation “Between the Petals: What Research Tells Us About Floral Consumers,” at SAF Palm Springs 2018, SAF’s 134th Annual Convention, Sept. 12-15 at the Westin Mission Hills in Rancho Mirage, California.
“Many of the studies provide implications that can be easily incorporated into existing marketing or merchandising efforts,” Hall said. “The key is to remember the ‘TLC’ principle Think Like Customers — and think about the things that prompt you to buy the things you ‘need’ or absolutely ‘have-to-have.’”
Hall will cover how to create a visual path that spurs purchases, why “organic” and “sustainable” are among consumers’ favorite buzzwords and merchandising strategies to capitalize on shoppers’ impulsive nature. He’ll explain how data from surveys and biometrics technology can carefully track customers’ online journeys on florists’ websites, showing where they abandon their cart and leave, and why.
Hall gives this example: “So, you have a great idea for a floral arrangement — something that’s bound to capture the hearts and minds (and wallets) of consumers everywhere. Or perhaps you have stumbled on a service that isn’t being offered by anyone else — one that is desperately needed. This is your opportunity! Don’t hesitate, don’t look back, jump right into it. Wait! Before you shift into high gear, you must determine whether there really is a market for your new idea. Not only that, you need to figure out what, if any, fine-tuning is needed. Many floral business owners neglect this crucial step in launching new products for the sole reason that they don’t want to hear any negative feedback. They are convinced their product or service is perfect just the way it is, and they don’t want to risk tampering with it.”
His presentation is among the 51 educations sessions and events at SAF Palm Springs 2018. Learn more and register now at safnow.org/annual-convention. Early-bird registration ends Aug. 17 and saves you $205.