the modern mom
Help your customers find the
perfect way to pamper today’s busy mothers.
by Michael Russo
roles have changed throughout the years. In addition to
caregiving and homemaking activities, today’s modern mom is
carpooling, coordinating school events and, in many cases,
working outside the home. These changes—and how you react to
them—can affect how successful your Mother’s Day sales are.
What does today’s harried, time-pressed mom want for Mother’s
Day? A recent survey revealed that many moms prefer gifts that
appeal to the personal woman, not the day-to-day workhorse.
Fresh flowers, floral arrangements, plants and decorative gift
baskets ranked high in popularity.
what moms want
Customers entering your department are looking for gifts that
send personal messages that touch the heart. Flowers are always
Creativity is critical for satisfying these customers and
increasing sales. It is important to suggest a variety of gift
ideas including those that are used for pampering and
relaxation. Flowers to warm the heart and personal care items to
soothe the body and refresh the mind are great combinations.
Gift baskets filled with an assortment of personal care products
such as body lotions and gels, hand creams, bath salts,
aromatherapy oils and candles, combined with flowers, will be
seen by customers and their mothers as a clear sign of love and
getting the word out
Signs that tell a story about the merchandise will work wonders
for you. For example, “Give mom that special time to pamper
herself by enjoying the scent of beautiful flowers while soaking
in a bath of her favorite bath oil,” or “Help mom renew her
spirits and make her feel appreciated for all that she does. Our
florists can help you find the perfect gift.”
Enhance the shopping experience by placing signs in eye-catching
locations so that these “silent salespeople” can suggest just
the right flowers that will convey heartwarming sentiments. Make
sure that all staff members are aware of the particular
“language” certain flowers speak. This is a sure way to help
undecided customers make selections and a perfect way to add
value to purchases.
Advertising should reach beyond traditional floral artwork and
photos and speak directly to the heart. Combining personal care
products and flowers creates attractive ads and is a great way
to increase the average sale.
Coordinate displays to reflect the creativity of your campaign,
offer a variety of price ranges and appeal directly to the
heart. I have no doubt that your customers will respond
positively and continue to turn to you for other holidays and
occasions. Creativity and suggestive selling can work wonders.
Michael Russo is owner and president of Industry
Advisors, Inc., a consulting firm for retailer and wholesaler
organizations specializing in the U.S. gift industry. He serves
as a keynote speaker for retail stores, market centers and
worldwide corporations, and he conducts seminars and workshops
on merchandise display, business planning, advertising,
marketing trends, customer service, vendor relations and a
variety of other topics geared for business growth and
profitability. He is also the president of the Gift Association
of America. You can visit his Web site at
www.industryadvisors.com, or contact him at (814)
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