How to Re-Engage Retail Customers by Planning a Grand Reopening
It certainly has been an interesting past couple of months in this time of social distancing. People are missing in-person interactions and craving personal connections. As restrictions begin to relax and businesses start to find their new normal, it will be important to find ways to reconnect with consumers face-to-face.
Whether you’re a brick-and-mortar floral retailer, a studio florist, an event designer, or a flower farmer, every business has had the opportunity to maintain engagement with their audience during this downtime. Consumers have spent an abundance of time staring at their phones, tablets, and computers, and they're ready for something different.
Plan a Grand Reopening to Celebrate Your Small Business Customers
Now is the time to begin planning a "grand reopening” for your small business. Much like the food industry, customers of floral businesses have gained access to shops once more, slowly, with limited serviceability such as curbside pickup and no-contact delivery.
There is also the expectation that the next phases of business expansion will include limited numbers of occupancy based on building capacity. This means that business owners must be creative with ways of getting customers back into the physical business space while ensuring everyone's safety.
Re-Engaging Safely Using Indoor and Outdoor Spaces
To keep people feeling as safe as possible, an essential part of the equation is going to be the physical space.
Space: This 5-letter word is going to be very important for some time. It is recommended that only a certain number of people be allowed inside the establishment at one time. With those restrictions in place, don't discount the outdoors! Consider having a tent put up outside the establishment in the parking lot or a nearby grassy area, if available.
With the help of staff and/or friends, host people outside and inside the business simultaneously and safely. Speaking of hosting guests, open houses were once modeled to go all day with people being able to stop in, shop, and engage as leisurely as they desired. With social distancing practices in place, it may be best to have a schedule.
In combination with visitors being able to socialize outside as well as indoors, host twice the number of occupants using this spread-out method. Communicate with guests and make them feel important. Discuss with each of them what window of time they would like to stop by for a visit to the shop or studio. Create a log to keep track of who is coming and when to ensure a rotating, balanced group of guests that is neatly organized and safe.
Create an Experiential Visit for Your Retail Customers
Once used as a marketing tactic to entice customers to shop in brick and mortar stores, activity-driven experiential retail events can be a favorite type of social event.
Not only does a group activity give a guest purpose for being present, but it is also a way to keep guests in their designated space while still being able to talk to their neighbors at a safe distance. Set up individual tables such as high and low cocktail tables six feet or more apart from each other. Low boys can have chairs for guests to sit and work, and tallboys can be for those who wish to stand.
From a distance, demonstrate a project and have place settings set up for guests. They can work at their own pace while having casual conversations, safely re-engaging in social activity. After the project is complete, rotate to the next group (all who were outside can move inside for refreshments and a tour while those who were inside have reached the end of their visit).
This type of event set-up and rotation leaves the outdoor space open for a sanitizing sweep, gives you time to re-stage your activity, and allows new group of guests to come in safely. Consider providing guests with clear masks that allow people to see each other smile and communicate through facial expressions.
Types of Activities to Host for Your Reopening Celebration
Now that the model for reopening is laid out, what about the projects? There are many project options available that include both plant and flower-based ideas.
Terrarium Projects
This workshop type seems to be the most versatile and popular with clients. Because of the current popularity of terrariums and indoor houseplants, everyone wants to get their hands on one of these little worlds.
To make this workshop easy on the host, consider purchasing terrarium kits. These kits make it simple on you and come complete with almost everything you need—including a container, drainage medium, soil, and moss for decorating. All that needs to be provided are the small terrarium plants.
However, you also need to provide tools for guests to use to build their systems. And because safe practices need to be taken into consideration, it's best that each table has its own set of terrarium tools to work with that are sanitized between projects. (This could also lead to an up-sell!) Want to learn more about how to host a Terrarium Party? Click here for a good read!
Floral Projects
A floral arrangement workshop is another great way to get guests to appreciate the floral-designing art form. By providing attendees with an easy-to-use vase or container, some kind of floral design mechanic (such as a pillow), and a recipe of beautiful mixed flowers and greens, they'll be able to make an arrangement based on the host's instruction easily. Make sure that each participant has trimmers as well, and sanitize all tools between uses.
Make and Take example set up for a Grand Reopening
Quick and Simple Make & Takes
For a smaller investment in project kits for your guests, or for a project that moves at a more rapid pace, consider one of the following quick and simple make and takes.
Moss Frame Kit with an Air Plant: This kit comes with a variety of decorative moss for decorating an air plant frame. These frames look great on a desk, on a shelf, or even hung on a wall. To design the frame, all that's needed is a small bowl of water and a few minutes. An air plant can be a perfect gift or add-on to this experience, along with a decorative and functional plant mister. Watch HERE and see how easy this project is!
Bud Vase + Flower Bar: Provide a smattering of glass bud vases for guests to choose from and set up a beautiful flower bar for them to select a few stems. Vintage Bottles are a favorite for this activity. This is an inexpensive way for guests to create something simple, beautiful, and unique.
Plants <3 Music: This simple workshop pairs a hand-blown glass Plant Amp and two baby succulents—no tools or decoration needed! Un-pot the succulents and place them firmly in each side of the Plant Amp. These plant speakers are the perfect addition to any kitchen or bathroom where a phone can be dropped in to play music.
Create a terrarium or flower bar
Floral Workshop Hosting Tips
After deciding to host public workshops and choosing your specific project, it's time to determine who will be the best to host the workshop. No matter who will be in charge of the project, here are some tips for leading a successful workshop.
Make sure that everyone has the same materials in type and quantity. If it's a fresh flower workshop and a recipe is provided, make sure everyone has the same ingredients. If it's a plant-based workshop, make sure that everyone has the same quantity and types of plants.
Each place setting should look identical, and everything should be placed in a neat and tidy fashion. A 5-star restaurant wouldn't have the silverware, napkin, and plate just tossed onto the table willy-nilly.
Lead by example. This means that the director of the workshop should do the project first while the guests watch. This is to avoid distractions, and so guests can ask questions about the process. This will also free up the workshop leader while the guests are working on their projects to assist those who need it.
Provide some way for guests to transport their projects home. If it's a terrarium kit, reuse the box that it came in. If it's an arrangement, use a buckle-me-in vase carrier. Small boxes and bags are great for the transport of quick and easy make-and-takes.
Terrarium activities are a great go-to
And that's it! It's time to re-engage the consumer and welcome them back to our floral spaces.
Customers have been cooped up and kept out of retail spaces for some time now and will be eager to shop again. By preparing a plan for your grand re-opening and keeping things streamlined, organized, and clean, consumers will know that everything has been thought through, and all of the right safety precautions are in place.
We’re all learning a new way of connecting with people in retail spaces, so take the extra steps to make it fun, experiential, safe, and special. Good luck!
