2010 - Get Back To The Basics
As expected, 2009 was a very tough year. As you may recall, back at the beginning of '09, I said that if your 2009 floral sales were flat, you'd actually enjoyed about a 10% increase? Well many florists did, and many florists actually showed a real tangible sales increase. And do you know what the successful ones told me, "Tom, I sat down and looked at everything - product, price, promotion, staff, and customer service, and then I made a plan." Their plans all revolved around one idea - getting back to basics. They looked at their SKUs. They looked at their staff, their advertising. Many did not slash prices, they simply merchandised better and took care of their customers. And they made sure they made new customers.
This month's free article, 2010 - The Year Ahead - Get Back To Basics, helps bring to mind the important questions everyone in our industry should be asking themselves now. Customers are shopping harder than ever now, looking to maximize their value for every dollar they spend. This is not a time for price slashing. Quite the contrary - it is a time to increase the value the customer receives for each dollar they spend. Suppliers and retailers need to work together to make sure the customer is recieving the best value for their money. Invest in only the best quality and best selling SKUs. Don't skimp on quality and think price reductions will help you get through these trying times. The combination of lower quality product and lower prices is a recipe for disaster. Keep your eye on offering the best quality for the price. Merchandise your products and create packages that entice the consumer to buy, and perhaps even spend just a bit more then they were thinking when they walked into your shop.
2010 will be challenging, and I know this month's article will help you formulate a winning plan. We all have some hard work ahead, but if we stick to the basics, offer the customer the best and highest value for their dollar, you'll find yourself the winner at the end of the year.
Wishing You A Successful 2010!
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