C I P

C I P describes today’s sympathy business. For the retail florist who has been in business for longer than 10 years, they have seen a dramatic difference in the way the sympathy business has morphed and changed. For those shops that have been in business for longer, even more opportunities for change can be seen.
Today’s florist has many challenges serving the sympathy industry. In most areas of the country, there are no longer the multi-day visitations. Today we are seeing much shorter visitations such as the evening before or even two hour; same day visitations. These shorter visitations have had a negative effect on the amount of floral tributes that friends and families are sending. Expense is another consideration for consumers as well. We are now finding that several friends and family members often go in together to send a tribute versus everyone sending an individual expression. And one of the biggest challenges is one that the retail florist created for themselves by using the mindset that the flowers only had to last a day or two so quality did not matter. Consumers have rebelled against that and have stopped sending floral tributes. So what can be done to combat this negativity?
C I P stands for Creative, Individual, Personal Expressions. This is what today’s consumers are searching for. Creative design work that shows style and flair are hallmarks of consumer’s requests. Floral stylings that are distinctive, unique, and expressive are important attributes in the customer’s eye. Creativity can be expressed with almost any budget.
Individual means that when the customer goes to look for their floral tribute, they are not going to see 10 other designs that look identical. Your customers come to you because they like your style of design and presentation, but not every floral styling should have a cookie cutter presentation. While menus are often a good way to control costs, varying the presentation and choice of flowers will help eliminate ‘designed on the line’, they all look the same objection.
Personal expressions are being requested more and more. These would be tributes that reflect the deceased interests or hobbies. Less and less requests are being given by customers for generic expressions and more and more requests for something more personal are being asked for. A great example might be to send a standing wreath with a garden hose on a grapevine wreath with garden tools and flowers for the lady who was a gardener. Take the time to ask the customer a little about the deceased to be able to make some appropriate suggestions for personalizing the floral design.
The sympathy business is one that in many shops fills in between the holidays and keeps everyone employed on a yearlong basis. It also evens out cash flow from a business standpoint. It is a great way to have your design work seen and compared to or against other shops in your area. All of these can be beneficial for your business model, so it is important to remember to send designs that are using quality flowers that are designed securely and creatively. The sympathy business is one that is still primarily serviced by the local florist. Do your best to hold on to and grow that part of your business for continued success.