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Two Questions about Flower Purchases on Alignable - interesting insights about flower-buying experiences!

August 25, 2018

Two Questions about Flower Purchases on Alignable - interesting insights about flower-buying experiences!

Recently, Alignable has been flooding our inbox with connection requests, so I decided to see what it's all about. I like the opportunity to ask and answer questions. In the spirit of learning and of being a good community member, I decided to answer a couple questions, and wanted to share the information with you!

The first question: Why would you go to a grocery store instead of a Flowershop to buy a bouquet? Asked by Ana Rinaudo


Response: Karin Crawford from God's Garden Treasures Florist

Picking up flowers at a grocery store is a matter of convenience - when you're there, the flowers are there, why not treat yourself to the beauty of nature? When you are selecting a special gift, and want to show you go above and beyond, you will want to seek out a boutique local florist who is committed to artistry and a high level of service. A luxury floral service will specialize in unique artistic design to show a thoughtful level of care and create a deeper connection to your loved ones. When you seek out a carefully curated arrangement, relationships flourish, appreciation is expressed and human connection deepens.

Another Alignable member's response:

Mark Mehling (Mark@TakeControlMarketing.com) from Take Control Marketing

Hi Ana,

It's a simple phrase that drives almost all consumer decisions. It's perceived value.

It's the reason you generally use one gas station over another. Gas is a commodity, but there are still perceived value differences such as location, cleanliness, attached store, safety, convenience, etc.

Perceived value is seen in many different areas. I will give you some example from my consumer as well as business life.

In your niche, here is one. I started a business that managed private homes when they were empty while their snowbird owners left for the summer season. On their return, everyone got a nice bouquet of flowers. Since I was going to be needing a fairly large number, I wanted a fixed size and negotiated price from a florist. This way, I could call and say "I need two more of the standard 'HomeWatchValet' bouquets" and know exactly what they would cost. When discussing this with florist owners, I also noted that if some drastic shortage of flowers caused a price increase, I would pay it.

Most wanted nothing to do with it. Of the three who agreed, 2 refused to take my company AMEX.

So only 1 got the $2K work for 2 months of returning snowbirds every year for 5 years.

This is just a simple example.

Price and convenience also play a role in your industry. No florist has ever contacted me offering a 'Friday Bouquet' for my bride. So, when I sometimes shop, both convenience and price pop out at the grocery store. Price and convenience. Is it the same quality? No. Will it last as long? No. When I go to the florist, is it guaranteed? No.

On the flip side, there are businesses growing every day that have raised perceived value in a 'commodity' niche. Starbucks is a great example. You can get coffee anywhere- including your house! But they raised the perceived value.

When two businesses (grocery and florist) aim for the same people and the florist doesn't differentiate, the buyers will. And the florist will lose.

REsponse: Karin Crawford from God's Garden Treasures Florist

Great reply, Mark! I love your perspective, and thank you for sharing how important it is to distinguish ourselves. Your commitment to your clients shows through loud and clear! I'd love to use this answer on my blog as this is exactly the kind of service we provide in the Phoenix market!

Another question When purchasing flowers for birthdays, funerals or any occasion, would you rather purchase online or speak with the florist?


Walter Delashmit from WHD Consulting: On line.

Karin Crawford from God's Garden Treasures Florist

We're curious - when you order online, do you prefer a national website that ships in a box, or a national website that then has local florist partners to actually deliver the flowers, or ordering online on the website of a local florist who you then themselves creates the design and hand-delivers the flowers?

Another response to the same question: Dan Perdue from Textiso

Generally a mix. I don't know enough about flowers to fully judge an arrangement by online pictures and descriptions. I will usually identify a few candidates online and then seek phone assistance if available. I would probably do fine with just using online but it's always nice to get professional advice and, quite honestly, that little pat on the head reassuring me that I'm making a good choice for the occasion.

Response: Karin Crawford from God's Garden Treasures Florist

You are a wise man! And here's a tip from you to help you find an actual local florist who can assist you AND who will be creating your design (vs. sending your order off to another florist to create it): look for an actual address on their about us or contact us page, look up the address in Google and take a look at the business and the building. Does the business name come up in the address search? And is it an actual location where flowers are handled?

 


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