How to open your flower shop from scratch and without a franchise. (Book of Yelcheninov A.A.)


24. Basic flower shop item



What should be the basic product in a flower shop? I’ll tell you about my own experience. You do not have to follow my advice. You can purchase the goods, following your concept, which you are trying to implement. But you can find out my point of view and apply some ideas you like for your store.


The main thing is that you think about it and get down to business.

The basic goods of any store include: cut flowers, potted plants, flower packaging, flower pots, pots, vases.

Having such a basis, you can create a full-fledged floral shop. Why do I think so? This question is easy to answer: such a product is easy to combine with each other and it easily sells to each other. It is this assortment of basic goods that I consider optimal. This product is interesting not only in itself, but also in combination with others in color, theme and price. 

I will give an example. If I decide to buy orchids in my flower shop, then I will think before buying how to best present them in the store and how to sell them profitably. My task will include selling not only orchids, but also related products - a cache-pot matching the color of an orchid. Perhaps I will supplement the composition with a small toy, a postcard, and pack the entire composition in a beautiful transparent film. 

I propose to sell ready-made gifts in the store, which I make up of the purchased flower goods and other accessories. All this makes my store convenient and understandable for the buyer. Well, when he does not have to think about what else to buy for flowers, I already took care of everything in advance, thought everything out for the client, which means I saved his time and nerves, this is a good service. In addition, such sales increase the value of the goods, and the task of commercial floristry comes down to this. And so, now I will begin to talk about the basic product. I will not discuss cutting and flowers in pots, and it is so clear that the whole business is tied to them only.

Glass

All glass accessories - vases, plates, flowerpots and so on, are neutral in structure, therefore I consider such a product to be necessary and put it first after flowers. Glass vases are universal. They are suitable for all cut flowers and bouquets of 1-3 and more than 100 stems.

That is why, I believe that such a product must be in flower shop. Transparent glass vases should be of different volumes and heights. At the same time, goods must be purchased for the entire category of customers, based on the percentage ratio of 20, 30 and 50%, which I mentioned earlier.

It is good to have colored vases in the store. When buying them, I always rely on seasonality, given the time and topic of sales. To prevent seasonal goods from gathering dust on shelves, I plan such purchases in advance and calculate all the risks associated with this. That is, if I plan to purchase vases for a certain period, for example, on the day of knowledge - September 1, I calculate how much product I can sell by this time per day, week, per month. I plan that about 80 people will come to me for purchases dedicated to this event. The average check will be about 1000 rubles, that is, approximately 15-20 vases. 

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