 New Zealand Florists
On a recent trip to New Zealand, it was most interesting to see how florists are adapting to today’s new realities. There were certainly stand-alone traditional florists in each of the cities we visited, but most of the shops we saw had either become part of a group of other businesses or had become multi-faceted retail shops.
There were some very unique floral combinations. New Zealand has now become a major wine producer with vineyards everywhere. Flowers and wine were a popular theme. Wines have become a year round and universal value-add to meals and small parties, as well as a welcome gift for almost any occasion. They also make a great accompaniment to floral gifts. Wine can stand on its own as a self-supporting shop, and the addition of flowers can expand the market share for both the demographics are quite compatible.
Specialized jewelry will always be a fashion accessory, and one shop tied it nicely into a floral store. In fact, it was almost three-quarters jewelry and one-quarter floral. From earrings and hair accessories to necklaces and quite a range of costume jewelry, it was interesting to see how they were attempting to attract female clients. It certainly presented new opportunities, especially for weddings, corsages and the accessorizing business. Done well, this joint venture has great possibilities; done poorly, it could cheapen the quality of the store. This is a case where presentation is everything. It has real possibilities.
Flowers and art have always been on the same page, and there were a few shops that specialized in both. We’re not talking about the original work of well known artists, but nonetheless, the quality was great. From sculptures and framed prints to beautiful glassware and unique home accessories, it was a pleasant experience to enjoy the upscale articles in these stores. They exuded quality, and the floral presentations were also of a very high level. These were up-scale shops which seemed to have defined their markets carefully. They also differentiated both their products and the range of their products to create a unique shopping experience. Their flower prices were higher, but certainly not out of line. When you ordered flowers from these stores, you had a sense of both high quality and high value.
A little-self indulgence and self-pampering is very ‘in’ today, and some florists have tied into some of the elements of a spa. Flowers are very much a ‘feel good’ item, and we did see a florist and massage therapist together. I was left wondering a lot at this combination: in a mini-mall there was a round-a-bout, an Internet café, film processing and a florist. Even in New Zealand, you can’t escape the coffee craze, and one florist we saw had an espresso bar as part of its draw.
It was refreshing to see these attempts to partner with another business element to enhance both customer attraction and profitability. We also need to look at our customer demographics to see how we can become more appealing to the ‘right market.’ Well thought out strategic partnering might not only be a more attractive drawing card but also a cost saver in both overhead and marketing. If our sales are not growing each year, adding another growth element to our business just might be a great opportunity.
Brian Minter and his wife, Faye, own and operate two major garden centers, a greenhouse range, two flowers shops and a 27-acre, world-class show garden in Chilliwack, B.C.
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