Go all out with an XXL bouquet
365 days of flowers work together with national florists organizations like the KUFB (Royal Union of Belgian Florists). We like to feature people talking about the business of floristry in this magazine. This time Koen van Malderen, director of the KUFB gives some tips on how to sell more by offering bouquets in different price categories. And it should definitely include an XXL bouquet.
Offer Added Value
“A special bunch of flowers, preferably seasonal flowers: that’s what people go to a florist for. You really have to offer added value,”
Says Koen van Malderen, director of the KUFB, the professional association for florists in Belgium.
“For example, we recommend that our members create stunning window displays. Really extravagant. An XXL bouquet fits perfectly with that. People think: wow, that’s amazing. And then they come in of their own accord."
Create bouquets where the customer can see you: you can then discuss the possibilities (and be more likely to sell larger bouquets).
Share Your Professional Knowledge
An XXL bouquet is more than just an eyecatcher.
“You will see that you will also start selling the XXL bouquet. Customers have a budget in mind, but when they see a stunning bouquet for 60 euro they may be tempted. It’s the florist’s job to then encourage the customer towards the large bouquet, for example by talking about the care and the flowers. Show off your professional knowledge."
Which Price Categories?
Not every customer will choose the XXL bouquet.
“It’s important to offer a choice. You can display various bouquets in the shop that are derived from the XXL bouquet, maybe in two or three price categories. Which price categories that depend on your customers. If your customers are moderately wealthy, don’t display any 10 euro bouquets, but maybe 25, 30 and 35 euro."
Don’t place beautiful bouquets in buckets on the floor…
“If you do that, you’re really only selling the flowers. If you display the flowers in attractive vases, customers will be more inclined to buy the vase as well. You should, therefore, choose vases that match the bouquets in terms of price category - so a more expensive vase with a more expensive bouquet. And include the vase in your pitch: ‘Adding this vase makes a gorgeous display’."
One final tip from Koen:
“Make sure you stay up-to-date: attend events, do workshops and discover new trends. It also makes your job more interesting. You can be proud of your work!” The KUFB supports florists throughout Belgium: for the creative aspect they collaborate with wholesalers where workshops are held. To see what’s on offer visit www.kufb.be."
Display bouquets in vases that match the bouquets in terms of price category
The following presents a demonstration of three Belgian KUFB florists and their designs:
Stefan Van Berlo