In the fourth column of a special five-part series for wholesalers, leading Dutch retail florist and florist trainer Ton Verzijl explores marketing's 4 Key P's: product, price, place & promotion. This month: place.
"In our online-flower-ordering age, 'Place' is perhaps the most important marketing 'P' of all for traditional wholesalers. Having a great place to do actual – as opposed to only virtual – business is a definite commercial advantage, if, that is, you create the kind of place that retailers feel they must visit regularly for the benefit of their businesses. 'Easier said than done', you say? Perhaps, but my experience with wholesalers around the world leaves me absolutely convinced that there are ways for wholesale establishments to remain indispensable places for retailers to come and shop."
Senses
"My favorite wholesaler in Holland is a perfect example. He remodeled his place of business last year, and I now absolutely love going there weekly to buy flowers. And not only that: I feel I must go, because once there I always see some exquisite flower varieties I simply must buy for my shop. Florists are hands-on people. Fresh, colorful, fragrant flowers excite our senses. We want you to 'show us the flowers!' And my wholesaler understands this, so much so that even starts right at his front entrance, where bunches of special flower offers are artfully arranged to tempt us from the get-go!"
Eye-catching
"Once inside, the interior is a clean, well-lighted, spacious place, with a great overview of all the flowers beautifully presented ton sur ton on low wooden tables. The huge glass-walled cooler is neatly arranged, with plenty of aisle space for our shopping carts. And the lighting is perfect: not too bright or too dark, with spotlights highlighting certain flower types. Easy to shop, with lots of super quality flowers to catch the eye and buy - that's what we retailers want!"
"A wholesale market is of course a cold place in a refrigerated sense, but my wholesaler is warm in every other way, from the cozy lounge area where retailers can drink coffee and chat, to the friendly, knowledgeable staff members asking if we need help. The total effect is a place where retailers love to linger and shop. The final result: I always end up buying much more than I originally came for!"
"Faced with online competition, many wholesalers have successfully taken a more radical business approach: they've joined forces with other horticultural companies – even with their competitors – to create wholesale mini-malls. Independent businesses still, but all under one roof. A one-stop shopping place selling everything retailers need to stock their shops. My local wholesale mini-mall has a flower wholesaler, plant wholesaler, hydro–culture store, flower wrapping company, and pot & vase shop."
"A wholesaler's place of business can also be mobile: if Moses doesn't come to the mountain, then bring the mountain to Moses! Having delivery drivers show your customers selections of other fine flowers you have in stock is a great way to generate extra sales. The bottom line is that to compete today, you must be inventive. Happily, no computer screen can ever capture the true natural beauty and colors of fresh fragrant flowers. For that, we retailers will always need to visit our friendly neighborhood wholesaler!"
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