Will It Be Naughty or Nice?<\/strong><\/span><\/h2>On Dasher, On Dancer, On Master and Visa! Without doubt, the 2020 holiday season will be one for the record books \u2014 <\/span>either good, bad or somewhere in the middle!\u00a0<\/span> The timeline of Christmas selling continues to evolve, with Black Friday and Cyber Monday compelling many retailers to be \u201cfirst out\u201d with the holiday. As a result, the transition time between Fall, Halloween, Thanksgiving, and Christmas has become shorter and shorter each year as we compete with the efficiency of the 24\/7 online \u201cclicks\u201d to buy floral products and other gifting items.\u00a0\u00a0In addition, the convenience of same-day, next day, and free delivery options has raised the bar of service expectations in the eyes of today\u2019s consumers. And this year, we\u2019ve fast-forwarded into \u201cthe Sword of Damocles\u201d, where COVID-19 has piled on additional pressures to an already stress-filled selling season!<\/span> So, what\u2019s in store this year and how can we formulate a business plan that will mitigate the sleigh-loads of challenges this year? Here are five key business elements for your consideration:<\/span> \u00a0<\/strong><\/span><\/p>1. Don\u2019t give The Grinch too much power<\/strong><\/span><\/h3>![\"\"](\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/pexels-photo-251172.jpeg\")
The light at the end of the tunnel is happening now, albeit much more slowly than many of us would like. Businesses are opening back up to a \u201cnew normal\u201d as our customers are simultaneously learning how to navigate through this pandemic. The \u201cgood news\u201d is that we and our customers are learning. While many variables are still unknown, the coronavirus doesn\u2019t have to steal Christmas. The most successful businesses have not waited to get back to normal but, in fact, have pushed the envelope toward new ways to interact with customers and entice them to buy. Our customers hope to return to normal as quickly as we do! Let\u2019s meet them safely along that path!<\/span><\/p>2. Work with Your Suppliers and Wholesalers<\/strong><\/span><\/h3>This isn\u2019t a time to \u201cwork solo\u201d. It\u2019s time to work in lockstep with your favorite suppliers and wholesalers. By becoming familiar with a supplier\u2019s supply chain challenges and adapting to it, the retail side will have a much greater opportunity to grow exponentially.\u00a0 \u00a0<\/span> Schedule an online planning meeting, and don\u2019t be afraid to ask:<\/span><\/p>- \u201cHow can I optimize my ordering to have the greatest outcome?\u201d<\/span><\/li>
- \u201cCan we work together on some promotional pricing to drive customer traffic?\u201d<\/span><\/li>
- \u201cAre there services or products that your company offers that I am not taking advantage of right now?\u201d<\/span><\/li><\/ul>
\u00a0<\/strong><\/span><\/p>3. Review New Category Opportunities<\/strong><\/span><\/h3>Did you know that many online \u201cflower\u201d companies sell more non-floral products than flowers? Maybe now is the time to review your line-up and assess additional lines that may provide additional income to your business. Did you know that 70% of gift purchases are unplanned? Your customers are already coming to you for a \u201cgift\u201d, so what else may they be interested in buying that would coordinate with their plant or flower purchase?\u00a0<\/span> ![\"\"](\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/8229100267_94a31ab182.jpg\")
Fact: An average U.S. household will spend $1500 on Christmas gifts this year in addition to $60 per household in decorative purchases.<\/span><\/p>4. Ramp Up the Service Initiative<\/strong><\/span><\/h3>Almost half of all consumers report that they would return to a retailer if they felt that the retailer understood both their visible and their latent needs.\u00a0\u00a0No doubt\u2026.repeat purchases are the \u201cHoly Grail\u201d in our business, and in today\u2019s world. Brainstorm with the team! Are there new ways that could raise your company\u2019s service image at a time when your customers need white-glove service the most? Are there ways to make online and offline shopping more convenient in today\u2019s environment?<\/span><\/p>5. Appeal to the Senses\u00a0<\/strong><\/span><\/span><\/h3>Remember\u2026 customers shop with five senses, not one. Many times, a merchandising plan focuses solely on the visual aspect and completely disregards the other four senses.\u00a0\u00a0As we discussed at the beginning, retail has dramatically changed and the best way for us to compete with online, non-floral gifting options is to ramp up our merchandising elements to engage all five of these senses: \u00a0<\/strong><\/span><\/p>- Sight<\/span>:\u00a0<\/strong>All visual cues including color, shape, harmony, lighting, proportion, contrast, freshness and space. What are the color trends for Christmas 2020?\u00a0 Classic and naval blues, platinum, buffalo check, and earthy metals<\/span><\/li>
- Sound<\/span>:\u00a0<\/strong>All audible sounds within the store including music.\u00a0\u00a0As a rule of thumb, mellow music encourages longer browsing, while more trendy music attracts a younger demographic.\u00a0<\/span><\/li>
- Touch<\/span>:\u00a0<\/strong>All tactile experiences within the shopping environment including pots, baskets, fabrics, bows, upgrades, and even the plants and flowers, themselves!\u00a0\u00a0Also, remember that the weight of the product equates to \u201cmonetary value\u201d in the consumers\u2019 eyes.\u00a0\u00a0<\/span><\/li>
- Smell<\/span>:\u00a0<\/strong>All fragrances within the environment such as cinnamon, vanilla, berries, and of course, evergreen.\u00a0\u00a0The sense of smell is a \u201cfast track\u201d to the part of the brain that controls emotion and memory.\u00a0\u00a0Consequently, fragrance is an extremely important component of durable brand identity.\u00a0\u00a0\u00a0<\/span><\/li>
![\"\"](\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/cf7a02d719b86803bccf5bd6db262ac270ae3d8f.jpeg\")
Taste<\/span>: <\/strong>The holidays are all about taste and there are many ways to bring taste into the floral shoppe by offering happy-hour sweet bites, or by offering a free piece of chocolate or mini candy cane with every floral purchase.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/li><\/ul>\u00a0 Now more than ever, the importance of a tight business strategy and a well-executed merchandising plan will become the conjoining force between customer engagement and the optimization of your sales and profit goals. While we\u2019re all collectively standing under the mistletoe \u2014 let\u2019s hope for that sweet kiss of success in 2020!<\/span><\/p>By Cindy Hanauer<\/em> Trustee Emeritus; American Floral Endowment<\/em><\/p>","protected":false},"template":"","news-categories":[31,29,41],"class_list":["post-3856","news","type-news","status-publish","hentry","news-categories-latest-news","news-categories-news","news-categories-florist-event"],"acf":[],"yoast_head":"\nWhat\u2019s in \u201cStore\u201d for the 2020 Holiday Season? - American Floral Endowment<\/title>\n<meta name=\"description\" content=\"On Dasher, On Dancer, On Master and Visa! Without doubt, the 2020 holiday season will be one for the record books -- either good, bad or somewhere in the middle! On Dasher, On Dancer, On Master and Visa! 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