FLOWERS & CRM

In the world of business, building strong relationships with clients is essential for success. From small start-ups to large corporations, customer loyalty and trust are key in creating a sustainable business. While traditional tactics such as personalized emails and business lunches have long been the norm, there is one surprising tool that has emerged as a game-changer in the world of business relationship-building: flowers.

From increasing brand recognition to driving sales and customer retention, there are many reasons why more and more businesses are turning to flowers as an essential part of their relationship-building toolkit.

Brand Recall and Preference

One of the main reasons why businesses are sending flowers to clients is their ability to increase brand recall and preference. In a recent survey conducted in the United States, it was found that 76% of recipients could recall the name of the sending company after receiving a floral gift. This is a significant figure, given the overwhelming amount of marketing messages that people are exposed to on a daily basis. By using flowers to create a memorable experience for clients, businesses can increase their likelihood of being top-of-mind when it comes to future business opportunities.

In addition to recall, flowers can also help businesses to create a positive association with their brand. According to a study by market research company Morpace, recipients of floral gifts are more likely to have an increased perception of the sender as thoughtful and caring, which in turn can lead to increased brand affinity. By using flowers to communicate their commitment to customer service and care, businesses can differentiate themselves from competitors and build a reputation as a trusted partner.

Customer Acquisition and Retention

While increasing brand recall and preference is important, the ultimate goal for businesses is to acquire and retain customers. Flowers can play a vital role in achieving these goals, particularly for businesses targeting higher-spending customers or those in the luxury goods sector.

In a study conducted by the Rutgers University School of Management, it was found that customers who received flowers as part of a promotional campaign were more likely to make a purchase and spend more money than those who did not receive flowers.

For wealth management companies and other businesses targeting high net worth individuals, flowers can be an effective way to build trust and loyalty. In a survey conducted in North America, it was found that 72% of high net worth individuals would feel more positive about a wealth management company if they received flowers from them.

B2B Relationships

While flowers are often associated with consumer-facing businesses, they can also be an effective tool for building B2B relationships. In the world of corporate gifting, flowers have become an increasingly popular option for businesses looking to say thank you or show appreciation to partners and clients.

In a survey, it was found that 75% of responders thought that receiving a floral gift made them feel valued and appreciated. This sentiment can be particularly important in competitive industries where cultivating a good relationship with partners can make all the difference.

From corporate events to office interiors, flowers can also be an effective way for businesses to create a pleasant and inviting environment that reflects their values and brand. By incorporating floral elements into their B2B relationships, businesses can demonstrate their commitment to creativity and innovation, while also communicating their appreciation for their partners.