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Issue link: http://floridahomesmag.uberflip.com/i/1389437
14 July | 2021 FR: How do you get people into your shop, and what do you do to make lasting impressions on them? JPL: First, when the weather permits, I always leave the front door open, to create a relaxed and welcoming entrance. Many consumers feel that buying something is mandatory if they have to open a door to enter. I also have found success in placing multiple buckets of sunflowers outside of the store, with signage that reads "$6, Pick your own!" e affordability plus the action of personalizing their selection gives customers an activity to participate in and a reason to come inside (to complete the transaction). at interaction now becomes an opportunity for you to share information about you and your brand, a unique promotion, etc. at is the real moment of value. If you notice a customer come in and take the famous " lap" before returning to the door, break the ice by suggesting they touch something or stop to do any type of action. I frequently say, "Oh, by the way, we have tomato-scented candles that have such an unusual fragrance. Have you ever smelled one?" One sentence with a call to action creates a comfortable environment for them to identify with a product or product story and, ultimately, express their needs to you. FR: You do a great job upselling items in your shop. Tell us how you do that. JPL: Upselling home décor accents and containers is a must! I highly encourage retail florists to look at add-ons that will supplement other purchases or encourage first-time buyers looking for simple gifts. Dried lavender and weeds are perfect for housewarming gifts, and they can last forever. I get a lot of questions about items that I resell from Etsy, which all share a handmade appeal. We carry candles and dress them up with a cloche and base. Bundles of palo santo sticks, often used for spiritual purification and energy cleansing, are also another great nonperishable item offering a narrative because they have a lovely aroma and come from mystical trees in South America. ey're also the coolest new way to freshen up your purse! Finally, we offer a distinctive selection of houseplants; they attract consumers into the store, and—added bonus—they brighten the store if they don't sell right away. Remember, any opportunity to talk to a consumer inside the store can be just as valuable as a purchase. Florist Spotlight