Most florist shops today use a variety of marketing tactics to attract customers, from stylish mannequins, ornate window displays to promotional posters.
However, some places are so subtle that customers barely notice their tactics. Take, for example, the supermarket or the supermarket. What do you see first when you walk in there?
Many answers will be flowers. Bright, fresh bouquets of flowers are displayed at these locations to entice shoppers. And of course, this shape is not arbitrary at all, but a wise business strategy that not everyone knows.
Paco Underhill, founder and CEO of behavioral research and consulting firm Envirosell, said, “It’s very, very simple. If you can attract the sight and smell of people, they will shop less. Much more planned. Flowers are aesthetically beautiful and if you get close to them you can smell their fragrance. This will make your brain think ‘they are worth buying’. Perhaps that is not the case in many people’s plans. There is a ‘buy flowers’ section, but when they walk past a shop selling in a supermarket, they tend to stop to look and choose to buy more than if they pass a shop outside.”
Ashwani Monga, professor of marketing at Rutgers Business School, said: “The fresh flowers also give the impression that this store offers natural, delicious food. Consumers will think that if the store owner can import and store fresh flowers, they will stop selling stale food. .”
This psychological “blow” is one of the ways supermarkets/convenience stores indirectly influence your shopping behavior.
According to an expert, flowers are a very profitable commodity. They may only account for 1% to 3% of total sales, but their profit margins can reach 47%, says a report from an international manufacturers association.
In many places in the US, stores/grocery stores can import flowers for $7.50 per bundle, but they sell for $15. The reason is that most of those flowers are shipped from South America, where production costs are much lower.
The director of a production association says that convenience stores/supermarkets that sell flowers have been around for more than 30 years. Many places quickly realize that consumers have less time to shop in direct competition with outside florists.
Even the Covid-19 pandemic has not hindered the flower trade of supermarkets/supermarkets. “People still have to go to the supermarket to buy supplies. In the context of having to stay at home because of the epidemic, they even want to buy flowers to create a bit of joie de vivre,” said an expert.
At the moment, when inflation rises, some experts still expect flower sales to rise sharply, despite consumers limiting spending on non-essential items.
“Maybe you can’t afford a $200 dinner or gas to drive to that restaurant. However, you can still reward yourself with a bouquet of flowers,” said an expert.
Source: CNN
