How to Be Successful in the Floral Industry

If you are anything like me and have been following the floral industry for years now in real life or living vicariously through designers, wholesalers, shops, and growers then you have caught a glimpse of the beautiful and hard life it is. It's true  when an affinity for flowers combines with expertise, realll magic can happen. However, the floral industry is ridiculously competitive. If you are willing to prepare for the obstacles it can be rewarding professionally, personally and financially. These tips are a few ways we have found to surpass the ingenuity of competitors to drive and champion our floral business into mainstream success. 

 

 

1. SHOP AESTHETICS

Create a pleasant atmosphere. Customers should feel good, relaxed and peaceful when in your shop.  They shouldn't feel frustration when they browse your shop in person or online. Upbeat music, bright lights and attractive displays are inviting. Your shop validities your commitment to detail. Greet customers with a positive attitude, an authentic smile and thoughtful advice — even if the line of customers is out the door. This gives customers confidence in your ability to handle their orders cheerfully and professionally. 

 

SHOP: FRENCH BUCKET FLOWER STEM RACK, PARK HILL COLLECTION

2. SHOP E-COMMERCE

E-commerce is extremely important to all faucets of the floral industry from growers to retail florists to designers to wholesalers all around the world. E-commerce has been building for years, however the consumer habits that changed during COVID-19 like increased online shopping have made it a trend that is permanently here to say. Shopping online needs to be simple, easy, affordable and pretty. 

 

 

3. SHOP DIVERSITY

We often would get on track where all of our eggs were in one basket as the old saying goes. It is important for every part of the floral industry to diversify on a large and small scale. For example, wholesalers can offer more than flowers. Wholesalers who can offer plants, supplies and store displays. Education is a profit stream that is great for wholesalers, farms, growers, suppliers and florists to inform their clients and drive sales. Mayesh is a wholesaler that I think excels in this arena as they provide a one-stop-shop for classes, shipping, supplies, community, decor, advice and workshops. 

We found in our flower shop that gift baskets, furniture, seasonal wreaths, ribbon and boutique items like pet accessories and decor diversify our revenue streams.  Marketing as "year-round oasis" increases revenue potential that is critical for those brutally slow times. 

 

4. SHOP WEBSITES 

Aesthetically appealing, profitable, credible and versatile websites are important to the floral industry. Any business especially flower related business need a web presence to establish trust. Verisign says that 84% of consumers believe a business with a website is more credible than ones with just social media. 

he floral industry is reliant on visual appeal. Things need to look good online and in real life. In today's world, websites are your store front. Personally, I recommend money be invested in the website, then the storefront and then the interiors because most people buy online. 

CREDIT: WATERCOLOR FOR COLONIAL HOUSE OF FLOWERS, MEGAN TIDWELL DESIGN & CALLIGRAPHY

5. SHOP SEO

New leads are captured through Search Engine Optimization (SEO). Within a fiercely competitive market optimization is one of the most strategic ways to ensure your business earns the most revenue possible. SEO is what allows you to rank high in search engine results pages. In 3 Foolproof SEO Tactics for Florists WebFX says, "the first position in Google results gets a staggering 33% of clicks. Even more interesting, less than 10% of users click to the second page of results. In short, if your floral website ranks past page one, it’s going to be extremely difficult to make a sale."

Using long-tail keywords and content, like descriptions of flowers or mechanics or news, is helpful to increase SEO. A responsive website that is easy to navigate while maintaining good speed with links, multimedia and a great user experience is valuable to business owners and entrepreneurs in this industry. 

The worlds largest international platform within the floral industry is called, Thursd.com. In 4 Ways To Ensure Success in the Floral Industry the founder of New Bloom Solutions which is a boutique floral industry marketing and consulting agency that focus on innovation, sales, reach and profits, Said Nahim, writes on Thursd. that SEO "increases brand awareness, appeals to your target audience, and increases organic traffic to your website. Investing in SEO is integral to business with and without e-commerce options because online research is important for brick-and-mortar businesses as well. Since SEO can be the difference between consumers reaching the conversion stage or abandoning up in the middle of the process, we think it’s one of the key ways you can ensure success in the floral industry."

 

CREDIT: MAYESH DESIGN STAR FLOWER WORKSHOP WITH CHRISTY GRINER HULSEY AND COLONIAL HOUSE OF FLOWERS, CHAROLETTE, NC, NICOLE CLAREY PHOTO 

Are you ready to create a great plan for your business? If you want to see. increased traffic and sales I am happy to talk to you to help you achieve what you desire. Small business growth and entrepreneural success is my passion. My most recent experience is within the floral industry however I am also experienced with residential and commercial construction and the pet industry. I can't say I have all the answers but I can say that I am happy to share the information I have. We can't wait to hear form you! If you think we can help, contact Colonial House of Flowers here.