The latest issue of Floral Management provides several ways florists can market to existing customers to net more sales and build a loyal customer base.
Are you hyper-focused on attracting new customers? If so, you may be neglecting a better source of revenue: repeat customers. Returning customers spend more money and spend more often, notes Kelsey Thompson, founder of Petals & Profits, a marketing consultancy for retail florists. In the latest issue of Floral Management, she shared tips on how to retain customers and build a loyal customer base.
Thompson, who also owns and operates Bloom Floral and Home Studio in Algona, Iowa (and was this year’s winner of the 53rd annual Sylvia Cup Design Competition) encourages retail florists to put forth the effort to make customers feel appreciated. Creating small in-store displays or posting social media shoutouts that celebrate individual customers can foster long-term brand loyalty. In addition, loyalty programs that reward frequent shoppers encourage them to choose your business the next time they’re shopping for flowers, Thompson writes.
These marketing strategies cost business owners little time and less money. What’s more, the cost savings, compared to the cost to bring in new customers, can be enormous. “It can cost five times more to market to gain a new customer than it does to keep existing customers, according to a study by Invesp Consulting,” notes Thompson.
Money spent on creating and maintaining a loyal customer base can have the secondary benefit of bringing in new customers. Brand fans may refer friends and family to your floral business, supplying you with word-of-mouth marketing at no extra cost. Thompson encourages business owners to create referral rewards programs to thank these customers and encourage referrals.
To learn more about how to better market your business to repeat customers, read “Show Loyal Customers the Love” in the September/October issue of Floral Management.
Laurie Herrera is a contributing writer for the Society of American Florists.
