Keeping the Customer Coming Back

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Keeping the Customer Coming Back

• Super Floral Educational Series 2004
• Greg Longstreet Protégé Corp
• Week 4 Project

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Protégé Corp Week 4 Project Keeping The
Customer Coming Back

• Goal Determine What It Takes To Build and
  Maintain Loyalty,
• and Create Repeat Purchases Within The Floral
  Category.
• - Obtain Fact Based Consumer Learnings
• - Develop Actionable Summary of Key Findings
• - Identify Best of Class Examples
• Research Methodology
• 1. Focus Group Studies 4 Separate U.S. Market
  Regions
• 2. Store Intercept Studies 4 Separate U.S.
  Market Regions
• 3. Customer Test and Case Studies
• 4. Syndicated Data Spectra, HH Panel, IRI,
  Scarsboro, U.S. Census

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Research LearningsTodays Floral Consumer

• Women are the primary floral consumer
• Heavy floral consumers are more educated and
  affluent
• Gift Giving and Home Décor drive purchase
  decisions
• Core Floral Consumers (80/20)
• A very small of your customers drive your
  business
• Your best customers want more emotional
  connection
• Your best shoppers value communication
  interaction

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Keeping the Customer Coming Back Research
Learnings

• Basic Requirements Needs
• Good Quality/Freshness
• Clean Department
• Adequate Stock Levels
• Clear Signage and Pricing

• Customer Service

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Keeping the Customer Coming Back Research
Learnings

• Customer Service
• Understanding Your Consumer
• Getting Customers Involved
• Simplifying The Shopping Experience
• Generating Excitement

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Customer ServiceUnderstanding Your Consumer

• Profile Your Customer
• Develop More Customer Knowledge
• Get Personal, Know Them and Their Families
• Leverage Shopper Data
• Store Level Scan Data
• Shopping Basket Analysis
• Spectra Lifestyles and Lifestages Database
• Customer Registration/Frequent Shopper
• Ask Your Consumers
• Personal Shopper Program
• Reminders for Key Holidays and Events

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Customer ServiceUnderstanding Your Consumer

• Profile Results Jane Smith
• Female, Mother of 2
• Educated Employed
• Key Dates
• Anniversary June 9TH
• Birthdays Husband May 15th, Mother Nov 13th
• Top 5 Items in Shopping Basket
• Greeting Card, Wine, Fruit, Yogurt RTS Meals
• Valuable Consumer Spends 125 per trip, Shops
  Thursdays and Fridays, Supports Charitable
  Causes, Active in School Plays and Concerts
• Favorite Color is Lavender, Favorite Flower is
  Lisianthus
• Interested in Hand Tieds and is Looking For Home
  Décor and Design Suggestions
• Entertains Closest Friends First Weekend of Every
  Month
• Time Starved

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Customer Service Getting Customers Involved

• Educate Your Customers
• Teach Shoppers About Floral Products
• Establish expectations, provide new ideas for
  home decor and gift giving
• Help Improve Basic Care of Flowers Cut, in
  water, with food.
• Promote Basic Hard Goods (vases) for Everyday
  Home Display

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Customer Service Getting Customers Involved
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Customer Service Getting Customers Involved
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Customer Service Getting Customers Involved

• Establish Loyalty Programs
• Rewards Program to Drive Continuity
• Each bunch of flowers include collectable sticker
• Stickers are redeemed for tiered reward system
• 10 stickers Free Flowers 25 Free Vase 100
  20 off
• Flower Club Membership
• Regular Discounts
• Member Exclusive Sales
• Flower of the Month Program
• Flowers Arrive with Education Piece on First
  Friday of Every Month
• Shopper Solutions Bundle Program
• Prearranged Arranged Meal and Entertainment
  Packages
• Example Flowers, Rotisserie Chicken, Wine
  Video

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Customer Service Simplifying the Purchase
Decision

• Simplify Department for Improved Shop-ability
• The purchase decision takes seconds (yes/no)
• Make all products easily accessible (home
  décor/gift giving)
• Keep like product together by color and price
• Feature one large impact display item
• Improve department signage, lighting and fixture
  creativity

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Customer Service Simplifying the Purchase
Decision

• Improve department signage
• Designate merchandise areas
• Home décor/gift giving
• Improve Lighting/Fixture Creativity
• Well lit, unique displays drive sales
• Cross Merchandise
• Add balloons/accessories

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Customer ServiceGenerating Excitement

• Create new news for department
• Increase Marketing to New Customers
• Reach through In-store and Direct Mail Activity
• Advertising and Community Outreach
• Non-peak, Non-Traditional Promotions
• Cross Promotions
• Cause Related Events

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Customer Service Generating Excitement

• Cross Promotions
• Cause Related Programs
• Seminars Demos
• Sell Holidays

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Keeping The Customer Coming Back Research
Learnings - Customer Service

• Understand Your Consumers
• Profile Your Consumers
• Develop More Customer Knowledge Using Captured
  Data
• Get Personal Know Them, Their Families/Friends
  
• Get Customers Involved
• Teach Shoppers About Floral Products
• Promote Basic Hardgoods (vases) for Everyday Home
  Display
• Reward and Acknowledge Customer Loyalty Make it
  Fun!
• Simplify The Purchase Decision
• Make All Products Easily Accessible
• Group Like Items Together, Focus on Color and
  Usage
• Improve Lighting and Fixture Appeal
• Generate Excitement
• Create New News!
• Reach Out to Shoppers Through Available Vehicles
• Develop Creative Cross Promotions and Secondary
  Holiday Events