FSG Workbook

Increase Your Average Order Value (AOV) ” Customers buy what they see. That’s why it’s so helpful that this FSG features the Deluxe

Encouraging customers to spend more per order is a proven method for growing your shop’s revenue. Use these strategies to increase Average Order Value (AOV). Gauge Customers’ Expectations • Listen as a customer describes their needs. Phrases such as “very special” or “just a little token” indicate their expectations, and should signal you to suggest a price that meets that expectation. • Use your POS system to look up the customer’s order history and suggest something outside of their normal price range, especially if they indicate that the gift needs to be “special.” • Consider using prepared scripts to train and aid salespeople as they interact with customers.

Upsell with Add-Ons and Upgrades • Always suggest an add-on to make the gift more impressive. Balloons, greeting cards, stuffed animals and candy are common options. • Upgraded containers are also an excellent way to increase order value. Suggest exchanging a wholesale vase for Teleflora’s Luxurious Vase or Teleflora’s Couture Vase for a modern, upscale look. • Do not wait for a larger order to suggest upgraded containers. Teleflora’s Cube or Color Splash Cube Collections are perfect upgrades for smaller designs. Both come in assorted color packs that enable you to offer upgrades for any occasion. • Plants are perfect opportunities to increase AOV. Combine interesting plant varieties with modern containers, such as Teleflora’s Bamboo Collection, which offers many opportunities to cross-sell. Expand Your Product Offering • Evaluate your website and shop cooler to make sure you are offering enough products in higher price points. Every shop has “sweet spots” where you can be assured of sales in those categories. Be willing to stretch those offerings to include some spectacular designs to inspire a customer to purchase something a little grander than his or her “usual.” • Use your social media presence to showcase what you can do! Regularly post creative and unique arrangements from your shop, keeping in mind that many customers will not purchase what they cannot see. versions of bouquets. It’s much easier to increase my AOV by starting off at a higher price point, versus trying to move customers toward spending more. ” — Elizabeth Seiji, AIFD, Edelweiss Flower Boutique, Santa Monica, CA

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