As the capacity of the flower industry continues to grow, so do the educational backgrounds and values of consumers. In recent years, the development of flower shops has become more and more biased towards the word feelings, and more and more people not only regard flowers as gifts, but integrate flowers into their lives. When flowers are combined with desserts, flowers and coffee, a slow-paced life is formed.
As the operator of the flower code flower shop, how should you find your own image and the positioning of the consumer group in the flower industry?Here we will introduce the "5+1" marketing model in the positioning of the flower shop.
Visual merchandising. A 20-square-meter small flower shop and a 200-square-meter flower code *** A random decoration flower shop and a professional soft decoration flower shop, which is right and wrong, at a glance. The decoration is beautiful, the display is beautiful, the products are beautiful, the flower shop is distinctive, and it is easy to remember, which can make you forget to return.
Auditory marketing. A person who has never used an Apple mobile phone can generally recognize it immediately when he hears the ringtone of an Apple mobile phone. How to break through as a florist?For the Huajian password store, auditory marketing cooperates with visual marketing, which requires the configuration of the Huajian password store**. With good visual effects and backgrounds, specific scenes will be presented in front of customers, and the store image of Huajian password will also remain in the hearts of customers.
Taste and smell marketing.
In people's perception, the flower shop should be a place full of fragrant flowers and beautiful people. Sitting in the flower shop, the sense of smell and taste is enveloped by the fragrance of flowers. Therefore, when customers enter the flower shop, if there is a big gap between the subconscious and reality, the customer's impression of the flower shop will not be very good.
At this time, it is up to the Hanama password store owner to find something else, such as "compensating" the user through the two perspectives of taste and smell. Taste and smell marketing is a flower shop service, in the flower code store can spare some drinks such as: water, tea, coffee, etc., the sense of smell can use spices to increase the smell effect of the flower shop.
Haptic marketing. Florists should not deliberately hang signs such as "no touching". The concept of tactile marketing should be used to increase the psychological sense of ownership when customers reach out to their favorite products. As a florist, if you use words such as "no touching", it is tantamount to erasing the possessiveness of customers.
Experiential marketing.
Experiential marketing, in the era of total customer experience, our store owners not only need to have an in-depth and all-round understanding of customers, but also condense the all-round experience and respect for customers at the product level, so that customers feel respected, understood and considered. Put simply, experiential marketing is used to inject soul into a brand.
In the open florist, customers can come at any time, and they can use the prepared flowers to guide customers to participate in the process of making bouquets and floral arrangements. In this way, our flower shop can better attract customers to participate in the process of flower making and shorten the distance between customers. A good experience will naturally have a good reputation.
Entering the flower industry, while the competition is fierce, only by doing a good job in the details of the flower shop and finding the correct positioning, can we "export" the first-class business model. Gradually occupy the market highland with word-of-mouth marketing, so that more people can hear the voice of the flower password.