Go all out with an XXL bouquet

We like to feature people talking about the business of floristry in this magazine. This time Koen van Malderen, director of the KUFB (Royal Union of Belgian Florists), give some tips on how to sell more by offering bouquets in different price categories. And it should definitely include an XXL bouquet.

“A special bunch of flowers, preferably seasonal flowers: that’s what people go to a florist for. You really have to offer added value,” says Koen van Malderen, director of the KUFB, the professional association for florists in Belgium. “For example, we recommend that our members create stunning window displays. Really extravagant. An XXL bouquet fits perfectly with that. People think: wow, that’s amazing. And then they come in of their own accord.”

Share your professional knowledge

An XXL bouquet is more than just an eyecatcher. “You will see that you will also start selling the XXL bouquet. Customers have a budget in mind, but when they see a stunning bouquet for 60 euro they may be tempted. It’s the florist’s job to then encourage the customer towards the large bouquet, for example by talking about the care and the flowers. Show off your professional knowledge.”

Which price categories?

Not every customer will choose the XXL bouquet. “It’s important to offer a choice. You can display various bouquets in the shop that are derived from the XXL bouquet, maybe in two or three price categories. Which price categories those are depends on your customers. If your customers are moderately wealthy, don’t display any 10 euro bouquets, but maybe 25, 30 and 35 euro.”

With vase

Don’t place beautiful bouquets in buckets on the floor. “If you do that, you’re really only selling the flowers. If you display the flowers in attractive vases, customers will be more inclined to buy the vase as well. You should therefore choose vases that match the bouquets in terms of price category - so a more expensive vase with a more expensive bouquet. And include the vase in your pitch: ‘Adding this vase makes a gorgeous display’.”

Keep up-to-date

One final tip from Koen: “Make sure you keep up-to-date: attend events, do workshops and discover new trends. It also make your job more interesting. You can be proud of your work!” The KUFB supports florists throughout Belgium: for the creative aspect they collaborate with wholesalers where workshop