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from the editor: April 2005 |
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Written by Anja Sonnenberg
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Creating the Luxury Experience
Luxury items such as chocolate, champagne, jewelry, caviar, and yes, flowers, have been considered as something, inessential but conducive to pleasure and comfort. According to the latest issue of Luxury Business: The Luxury Marketer’s Report, published by Unity Marketing (www.unitymarketingonline.com), the first decade of the 21st century is the age of luxury. These items were once something that consumers considered an indulgence, but the market is quickly shifting to accept these indulgences as everyday treats.
Consumers are also shifting the way they define luxury. It’s not necessarily about money, but about the experience and feelings that money can buy. They are discovering that experiences are the source of great satisfaction – resulting in the increased popularity of the ‘luxury experience’ trend. So how can you use this new luxury atmosphere to your advantage? As florists, you already have the advantage of offering your customers a stimulating and refreshing place to shop. You can’t help but be revitalized when you step into a flower shop – the array of colour, the aromatic perfumes, the different textures when touching the stems, leaves, and flowers – all of these enhance the shopping experience.
Many florists across Canada and the world are adapting to changing trends to continue the success of their businesses. Some florists have combined their flower shops with other business, like coffee shops, internet cafés, art galleries, chocolate stores, spas, gift boutiques, to enhance the shopping experience. These joint business ventures can increase the success of your flower shop, but they can also create problems if plans aren’t well thought out. The quality of your product and your attention to your original business may be compromised, but on the other hand, you might discover a new and exciting venue to promote and market flowers to untouched markets.
In Brian Minter’s column on page 9 entitled ‘New Zealand Florists,’ he elaborates on joint business ventures, that florists in New Zealand are exploring. To keep up with the changing market and consumers’ demands for new and exciting things, you as a florist need to be able to adapt. By partnering with other businesses and exploring alternative markets, you’ll be able to attract new customers and increase profitability. You need to consider all your options to maintain your success in the floral industry, but in the end, you have to decide what is best for you and your flower shop.
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