In floristry, emotions play a crucial role: customers buy flowers to please loved ones or create a special atmosphere. But behind these emotions lies a logic: the journey from initial contact to purchase can be systematically designed. This is precisely what a sales funnel is used for—a model that helps attract customers, retain them, and turn them into repeat buyers.

Why does a florist need a sales funnel?

• Understand at what stage customers are lost and correct it.
• Increase repeat orders, not just work for the flow.
• Make sales predictable and stable, even outside of peak seasons.
• Build a loyal customer base that accounts for 60-70% of revenue.

Classic funnel structure

1. Attracting attention

• Social media advertising (Instagram, TikTok, VK).
• SEO and content (blog, articles, Pinterest).
• Marketplaces (Ozon, WB) as an additional channel.

2. Interest

• Visually strong content: photos of bouquets, video tutorials.
• Helpful tips ("How to choose a wedding bouquet").
• Storytelling: the history of the brand, florists, behind-the-scenes workshop.

3. Consideration

• User-friendly website or app with a clear catalog.
• Online consultations, chat with the florist.
• Transparent pricing and quick delivery estimates.

4. Purchase

• Simple order form (minimum steps).
• Fast delivery ("same day").
• Bonuses for the first purchase.

5. Retention

• Personalized offers ("Your favorite bouquet is back in stock").
• Flower subscriptions (weekly/monthly delivery).
• Loyalty program and discounts for regular customers.

6. Recommendations

• Request to leave a review.
• Discount for inviting a friend.
• Photos of the finished bouquet for the client's social media.

Example: a funnel for a florist shop

1. A person sees an ad for a bouquet on Instagram.
2. They go to the website and browse the catalog.
3. They read reviews and look at photos in person.
4. They place an order for delivery.
5. A week later, they receive an email: "Give flowers more often—try a subscription."
6. They sign up for monthly delivery.
7. They tell their friends about the service → new customers.

Mistakes when building a funnel

• Focusing solely on advertising, ignoring retention.
• A complex website or ordering with 5-7 steps.
• No CRM means the customer base is lost.
• Ignoring reviews and after-sales service.

What happens next?

• Personalization. Services will select bouquets based on customer preferences.
• Automation. Reminders for holidays, birthdays, and special occasions—and ready-made offers.
• Gamification. Bonus points, quests, and challenges on social media.
• Omnichannel. Customers can start an order on Instagram and complete it in the app or offline.

Conclusion

A floristry sales funnel isn't a dry formula, but a living tool. It helps transform a "casual March 8th buyer" into a loyal customer who will order bouquets year-round.

A business that builds a step-by-step system will be able to operate stably and predictably, even during the off-season.

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