What does today's consumer want? Protection, education and collaboration, according to panelists at a branding session recently hosted by Ogilvy Public Relations Worldwide in Washington, D.C.

As a possible recession looms, many customers are looking for protection of their finances and ways to de-stress. "Consumers are really stretched," Jennifer James, senior consultant at GfK Roper Consulting explained. "They're uneasy about the economy, and it's causing confidence to fall as the American dream dwindles." She cited Roper data indicating that 55 percent of adults say they would cut back on their discretionary spending if their financial situation got worse in the upcoming year.

Florists can ease their customers' worries by informing the budget conscious "that flowers come in all shapes and sizes and florists can work with all budgets," co-presenter Jennifer Sparks, vice president of marketing at SAF, added. Sparks also encourages florists to tout the university research, which positions flowers as good for emotional well-being. "This research has allowed our industry to totally overhaul our message from more than just "the perfect gift or "beautiful decoration" to "the complete power of flowers."

Along with protection, consumers want information and education — which can break the barriers caused by a lack of knowledge. Sparks agreed and said that simple items like "bucket tags" with product and price information, as well as workshops and open houses go a long way toward breaking such barriers.  "Consumers crave education and the more you educate them, the more loyal they will be to you," she adds.

The need for collaboration grows out of consumers' "emerging sense of self and community" and can be seen in their related interest in social networks, green products and social responsibility, James said. Knowing that, James stressed the importance of fostering community and bringing customers together.

"A sense of community" is definitely something florists can capitalize on, Sparks says, as "florists are one of the few businesses today that customers feel connected to" with personal attention and service and the building of personal relationships, which, again, in turn creates more loyalty.

--Kori Kamradt
kkamradt@safnow.org

  

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