Shopper survey reveals floral customer choices
Shopper survey reveals floral customer choices
Dos Gringos, headquartered in Vista, CA, and one of the larger ornamental sunflower companies in the world, recently conducted a nationwide survey of over 900 floral shoppers who purchase across all channels, but particularly grocery shoppers.
Dos Gringos posted the results of the survey on the company’s website. It showed that consumers buy flowers in grocery stores more often than any other venue. They also buy on impulse, with 86 percent making some sort of spontaneous purchase. Some 51 percent of consumers purchase multiple flower items when buying flowers and 57 percent of them bundle their flowers with other items.
According to Dos Gringos, the data confirms the influence of how and where supermarket floral departments are located within a store, the importance of variety in products offered and the value of bundle pricing. In order to increase profitability, increase floral visibility so you will attract impulse buyers. Have a well-planned floral selection and offer multiple items for add-on sales. Also, remember to always cross-merchandise so that you maximize exposure to all of your department’s products.