Quest for Value Blossoms

ROSEANNE HARPER

Value is what's on consumers' minds this holiday season, industry observers told SN, and floral is no exception.

“Regardless of your mix of flowers, plants or gift products, one certainty is that consumers have never been more concerned with the value they will get from their purchases,” said Terry Johnson, president of Horticultural Marketing Resources, Mission Viejo, Calif.

Johnson, however, cautioned against mistaking low price for value.

“Value,” he said, “means identifying and communicating consumer benefits that can influence purchasing behavior.”

Another consultant, a veteran of the supermarket industry, was even more emphatic in pointing out that value does not mean low price.

“This is the first time in many years that floral has been affected by a downturn in the economy, and retailers should be aware that they can lose sales by offering inferior products,” said Tom Lavagetto, president, Floral Consulting Group, Spokane, Wash.

Value in a flower means it lasts longer, Lavagetto added, so instead of trying to find floral products that are cheaper, retailers should be looking for quality.

“If you've been buying C quality, go up to A quality. Tell your vendor you want a fair price, but the quality has to be tops,” he advised.