Mark Anderson

A look at how the pricing models that revolutionized the travel, restaurant and entertainment industries can be used in the retail flower business. You’ll learn: • Why tiered-pricing choices and bundles please a broad demographic • How to employ selective discounting • Ways to increase your perceived value to attract an affluent clientele

The grass is always greener on the other side of the fence. Florists who cater to a less affluent customer base envy uptown competitors with their higher-order values. At the same time, those uptown shops wish they could also sell to the larger population of less affluent customers without alienating their high-roller base. Meanwhile shops in resort towns struggle with keeping their less affluent year-round customers while also seeming credible to wealthier seasonal consumers. • Florists with an affluent clientele who want to learn how to increase sales by pricing for the masses without alienating their high-roller clients. • Florists serving the lower-end of the market who want to learn how to price to attract a more affluent clientele without alienating their base. • Florists in seasonal destinations who want to learn how to gain the trust — and more profitable sales — of affluent seasonal consumers without alienating local year-round residents.

A workshop approach that will help develop a plan participants can actually put in place when they get back to their shops. Among the topics covered will be little changes that can make bigger profits, how to upsell, and accounting, pricing, and profitability.