Subscription-based services are a lucrative option for flower shops to escalate profits to a new level. As a new staple in today’s e-commerce system, it has become second nature for consumers, who on average have a handful of subscriptions. It is a convenient, consistent, reliable channel for customer satisfaction and loyalty.
How They Work
Flower shop subscription services consist of regular, ongoing flower deliveries with several options to choose from. Customers can have flowers sent to themselves as an inexpensive way to practice self-care. Businesses utilize them for sending tokens of appreciation or for marketing. Recipients can be friends or family that live far away or in assisted living facilities, and college students away from home. Subscriptions are ideal for couples, especially those in long-distance relationships, as well as for military personnel that cannot always keep in touch. (The bonus here is there are no more forgotten important dates!)
Subscription plans can be based on:
- Favorite flowers or colors
- Style preference
- Arrangement size
- Budget
- Frequency
Subscription types can also vary, such as:
- Single-variety stems
- Mixed florals
- Seasonal
- Custom pieces
Offer as much as you can dream up: wrapped flowers, vase arrangements, wildflower bouquets, centerpieces or wreaths. You can even replace blooming plants like orchids as they finish their blooming cycles.
The Benefits
The regularity of subscription customers supplies predictable cash flow, allows your shop to maintain regular staffing requirements, and reduces waste. It makes wholesale ordering more efficient, saves time with automated billing and delivery and creates customer continuity. You can extend your reach on social media and have a new avenue for cross-selling other products. In addition, these customers will end up spending more than non-subscription customers.
How to Start
So, where should you begin? Follow these tips to start your subscription service:
- Create a title for your service; use words such as Elite, Plus, Club, Circle, Advantage.
- Take photos of your products.
- Craft a schedule that works for your shop and is not overwhelming.
- Establish a tiered pricing model dependent on features, quantities and frequency.
- Make it digitally accessible; add a subscription app to your website.
- Integrate the service into regular newsletters through email.
- Offer entry-level subscriptions or “freemium” plans: provide something free and charge for add-ons.
- Most importantly, start small! Perfect your system and then expand.
How To Sell It
When you are ready to launch your subscription service, get the word out there. First, train your staff to incorporate a suggestive question or statement during each sale. Next, post signage on a bouquet in your display cooler and include it on your outdoor chalkboard. Then, generate gift certificates specifically for your subscription service.
Take note of these possible selling points:
- Special introductory pricing
- Discount for long-term commitments
- Easy to start, pause, skip, adjust or cancel
- Phone or chat support
Be sure to track results, including what flowers, prices and selling points work best, as well as feedback on what doesn’t work and reasons for cancellations.
Melissa Greer
Melissa Greer combines 25 years of floral industry experience with a passion for writing to cover topics that help florists grow their creativity, businesses, and careers.
