If you're like most of us in the floral business, you've just about taken a breath from all the weddings this season - and it's time to turn around and order for the holidays. Once Halloween is over - it seems like the holidays become a blur until the after the new year.
Here's a few quick tips to make your holiday transition run a little smoother:
Set a goal and organize yourself. It's easy to get overwhelmed with all the work ahead of you. Try to get into the habit of keeping track of what you ordered last year and when you need to complete each task. A detailed calendar from now until after Christmas will help keep you organized and calm over the next few busy months.
Order early. We've all experienced products shortages, so if you think you might need holiday product - greenery, flowers and supplies - get a jump on your ordering now so your customers won't be disappointed.
Spruce up your marketing efforts. Customer engagement is vital to keeping your business top of mind. Now's the time to review your posts and holiday messaging. Make a social media calendar for yourself, schedule your posts and messaging from now until December 25th. Upgrade the design of your posts on Instagram and Facebook, so people immediately connect with your unique business and recognize you. Create a newsletter for your customers, telling them about what's new this season.
Make adjustments to your website. Review your website - Are your offerings up-to-date? Is your website easy to load and navigate? Are your words clear and is it and easy for customers to order? Does your check-out process work properly? Is your website easy to view on a smart phone? Websites should not stay dormant. They need to be refreshed and revised to keep them front and center on search engines.
Train and engage your staff. Review with your staff all the specials you may be offering this season. Make sure your staff is trained to be customer care experts and not just order takers. Customers remember great service and will be loyal to you based on the way they are treated. Mistakes will always get made, after all, we are all human. It's the way you resolve the mistakes that sets you apart from the competition. Employees come up with great ideas if you give them encouragement. Be open to new ideas and new ways of getting the job done.
Make loyal customers feel special. Chances are you have a loyal following of repeat customers. The old 80/20 rule still holds - 80% of your business comes from 20% of your customers. Make those loyal customers feel like the VIP clients they are - with special products, VIP-only offers, sneak previews, private sales and rewards for their loyalty.
Take time for yourself. The holidays are exhausting and more so for those of us in the floral industry. Customers can be very demanding around the holidays and you might feel like you're on overload between your responsibilities at home and with your business. Make sure you take time to breathe and to take a break where you can. If you need to offload some work to your staff in order to keep your sanity - do it. A rested mind and body is more productive.
“Aren’t we forgetting the true meaning of Christmas? You know, the birth of Santa.”
Bart Simpson
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