How can retailers boost floral sales during non-holiday periods? The International Fresh Produce Association aims to help drive everyday floral sales by focusing on tools and resources for non-holiday sales at The Floral Conference – Anaheim, Calif., Feb. 27, 2024.
“Shoppers are used to including flowers and plants in their holiday plans — from Valentine’s to Mother’s Day to year-end festivities,” IFPA Floral Director Deb Zoellick said. “Where retailers hit the doldrums is non-holiday times like late summer. They need data-driven strategies to encourage shoppers to buy everyday flowers — not just holiday or special-occasion flowers.”
IFPA says conference speakers and interactive sessions will address tools to help retailers craft strong non-holiday marketing and merchandising programs — tools like artificial intelligence, as well as generational marketing, especially Generation Z and Generation Alpha — and consumer trends.
“We work with our IFPA volunteers to understand what will support members as they seek to drive greater sales,” Zoellick said. “Volunteer engagement helps us focus education, insights and networking opportunities to maximize attendees’ time and take-home value from this conference.
“Members across the floral supply chain must understand consumers trends and how tools like AI and generational marketing can raise sales during a traditionally slow time for floral at retail,” Zoellick continued.
In addition to the learning sessions, conference attendees will have ample opportunities to connect with each other, according to the IFPA.
“Because this event is designed for the entire floral community, registrants will enjoy time with existing and future supply chain partners,” Zoellick said.
