Determining who your customers are is directly related to your continued success in the industry. You want to provide products and services that are directly marketed towards them, but what about expanding your clientele to younger generations? Not all products are enticing to everyone, and if you continue to carry the same old thing, year in and year out, how will you attract new shoppers?
According to a research study done by Clarkson Gordon/Woods Gordon, Canadian teenagers’ spending power is increasing. Canadians aged 10 to 19 spent $13.5 billion per year in 1998. These are potential customers who have a disposable income, and even though they eventually grow up, there is always a new generation waiting eagerly in line. With their pockets full of cash, and a fundamental need to try new things, teenagers are one demographic marketers have recognized as an opportunity. Most industries have clued in to this powerful market segment, but what has the floral industry done?
Teenagers are highly trained in ‘pester power’ and if they don’t have enough cash of their own, they’re not ashamed to reach into their parent’s pockets. This technique influences the selection of household products, including food, electronics, gift, and home décor items. I realize that most teenagers may not feel that purchasing a bouquet of flowers is high on their must-have list, but they can influence their parent’s decisions when mom’s shopping for a table centrepiece for a special family occasion.
Consider the recent craze of dyed flowers. Bright fluorescent blues, yellows, pinks, and greens – these flowers didn’t appeal to older generations, but they did appeal to teenagers who saw them as fun and funky. It’s important to keep up with current trends for a reason. As customers come into your shop with children in tow, you must be prepared to capture the attention of both generations. After all, these kids poking around in your shop, picking things up, and irritating you may one day become your customer. The long-term development of desire, brand awareness, and brand loyalty begins at a very early age. Kids are always dreaming about what they’ll do and what they’ll buy when they grow up.
Determining the next ‘buzz’ or spotting the hot trends may be the key to your survival in the industry. Maybe carnations will come back with vengeance or perhaps the next craze will be floral arrangements in balloons. A florist who is afraid of change will inevitably lose business to the flower shop down the street that is willing to take a chance on something new. Even if you thought the dyed flowers would never sell to your customers, what’s stopping you from expanding your clientele to attract younger shoppers?
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