Tips from florist Eline on creating a connection with your customers

Florist Eline van Bloemendaal started her own flower shop in the Dutch town of Zwartebroek when she was 19 years old. She gives a number of tips to create a connection with customers.

“It’s a challenge to reach younger people who perhaps are not used to regularly spending money on flowers. When a new neighbourhood opened here, we placed large Hydrangeas with a card from our shop in front of the doors of all the new houses. A ‘welcome to your new home’ gift that was appreciated and immediately brought us in contact with a new target group.”

“You must look and listen carefully to what the customer wants. That’s why we recently introduced a flowers subscription. The flowers, which we deliver personally, are already arranged in a vase, and every two weeks we come back to change the vase for a new one with a fresh bouquet. This is perfect for busy people, and a nice gift to give someone.”