It’s no secret that the Internet has changed the way we shop. Consumers can buy virtually anything online from their neighbourhood boutique, or from a business located halfway across the world, with just a click of the mouse. As a retailer, you’ve seen how the Internet has affected your business model, and you aren’t alone.
The funeral industry is also undergoing change thanks to the web. BasicFunerals.ca, a Mississauga, Ont.-based company, is using technology to serve grieving families. BasicFunerals.ca is an online, licensed Ontario funeral establishment that offers flexible funeral and cremation packages and caters to more than 50 locations across the province. Families can set up funeral arrangements over the phone and online. The costs are considerably lower than the average funeral home price because the online company doesn’t have to deal with the overhead costs of owning an actual funeral home. BasicFunerals.ca is still fairly new, with just two years under its belt, but the company is already expanding to parts of the United States and looking to reach other provinces as well.
Brick-and-mortar funeral homes have also jumped online by communicating with families via e-mail and offering obituary information and guestbook signing on their websites. You can find your local funeral parlour on Twitter and Facebook, proving that for today’s convenience-driven people, there’s no limit to what you can do with the Internet.
Looking at the funeral industry as an example, there are several points florists can take away. Think about how you can set up your website so that you’re catering to this group of consumers. When a loved one dies, the family is faced with planning a funeral, a process many know nothing about. It can be a daunting and overwhelming task, especially when you consider the stress family and friends are already under. Long-distance relatives may also be planning from another province or country, so it’s important that your site rank high in search results when they Google terms like “funeral flowers” in your area.
By putting as much information as possible about ordering funeral flowers online and showcasing photos of sympathy arrangements that you’ve designed for other clients, you can make this step that much easier for the family. Use your blog to share ordering tips and to emphasize the value of including flowers in the ceremony and at the gravesite.
When it’s time to meet with a grieving family, you can follow the tips that Bernice Klassen provides on page 14 to ensure that you are helping to care for and serve your customer during a very difficult time. Through the combination of your online presence and your in-store customer service expertise, you can offer clients the best of both worlds.
As our population ages, the sympathy market will only expand. Statistics Canada predicts that the number of deaths per year will almost double in the next half century. Your product is a crucial aspect of the grieving process; you just need to make sure customers can find you when they need to. Developing a two-pronged effort will help you corner this sector – your website will offer convenience and helpful information, then you can provide comfort and the assurance that you’ll do your very best to honour the life and death of a loved one.
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