Three years ago I first visited Kim at Starlings in Swaffham -an established florist and fruiterers of 45 years. It was with trepidation that Kim agreed to go online .... but wow has she embraced modern technology now! With a webcam in the shop she can talk directly to staff when she is not around and having just installed Skype was taking an order directly from Australia whilst I was in the shop! Kim is also looking at the possibility of customers being able to see the florists making up their order using their own choice of flowers through the webcam.....
My visit this time was to see the publicity that Kim was attracting by putting live mums in her shop window. Kim wanted to do something different this year to mark Mother's Day. So from Thursday to Sunday passers-by found themselves breaking into a smile as they realised that model sitting in the window is a real person. Swaffham vicar's wife Kate Smith was the first living model to attract attention!
With press coverage in the Eastern Daily Press and BBC Norfolk recording a live show from the shop on Friday morning Kim has managed gain the best PR possible with no cost involved (apart from tea and cakes for army of volunteers).
So, whether your shop has been established for nearly half a century or only a few months it is important that you come up with fresh ideas to promote your business - they don't have to cost a fortune. What's more, Kim has just reported that her sales are up 42% on last Mother's Day!
Well done Kim - it is these forward thinking ideas that will ensure the florist on the high street not only survives but beats the supermarkets every time!
See the live broadcast at http://www.bbc.co.uk/iplayer/episode/p006rs4p/Karen_Buchanan_12_03_2010/
