Stop hiding and show off your skills!
OK I admit it … I am a bit of a show off! It’s not that I never feel shy or nervous (I often do!) but overall, I work on the basis that if I want to be noticed in a positive way, I’ve got to grit my teeth and get out there to show what I am doing!
So why do florists lurk behind their counters or in the workroom. Why, when I walk into so many shops, do I get greeted by a disembowelled voice from behind the scenes or peered at through a hatch or one of those dreadful one-way mirrors rather than being met halfway into the shop by a smiling face or, heaven forfend, seeing a florist working in full view and showing off their skills so I can watch and be amazed!
OK I don’t want to be pounced on but equally I don’t want to think that I’ve either dared to invade someone’s private space or used the wrong deodorant!
Maybe it’s a comfort blanket syndrome. Perhaps the counter is being used as a defence mechanism in case the customer asks an awkward question. Maybe florists lurk in workrooms because they’re cutting and conditioning and don’t want anyone to see the mess or maybe they’re just having a crafty sandwich.
Sarnies I get, the mess I don’t – especially if it means I can experience seeing something beautiful being made.
Because that’s the thing. A florist shop isn’t just an emotion-based business where ‘personality and approachability’ is paramount, but an ‘experience’ is exactly what consumers are looking for.
They’re known as Experiential Retailing Environments (ERE) and at its simplest it’s the process of creating memorable shopping trips by directly inviting customers to experience your brand ‘live and in-person’.
This can be anything from a holding a pop-up shop in a different area or creating interactive workshops be it full on classes or mini play stations; a ‘flower bar’ space where customers can make (free of charge or charity donation) their own buttonhole or corsage – a fun, small space activity which costs diddly squit, is a great way to use up all the bits and gets them seriously engaged and talking about you.
Heck ERE can even go as far as seriously slashing your stock levels to make the shop a complete pleasure zone for key lines and sensations ... I know the mind boggles but think about it!
Is it a pleasure to visit your shop? Is there space and time for your customers to stop and smell the roses – you know that special vase full you’ve bought especially to create a sniffazone event - or is it an army obstacle course to get near anything!
OK I am slightly jesting but before you poo poo the whole experiential idea, take on board a report by major shopping centre operator Westfields which reckons shoppers are more prepared to open their wallets if these experiential expectations are met.
In fact, according to their research, 81% of consumers are willing to pay more for an upgraded shopping experience ... not a bad uplift for being a bit more out there methinks!
