The loyalty tool
for independent florists

Three to five purchases a year: everything plays out between occasions

A baker sees customers every morning; you see them when an event pushes them to — a birthday, a birth, a wedding, a death, a thank-you, Mother's Day. Between two occasions, four months can pass, and that's exactly the interval where you disappear from the customer's mind. When the occasion comes back around, they often choose whatever presents itself first: the supermarket flower aisle on their route, a delivery site, or the shop closest to the event. A card sitting in the Wallet, with a points balance waiting, plays exactly at that moment: it doesn't create the occasion, it decides who benefits from it. There's also a quirk few businesses share: the person who pays is almost never the person who receives. The bouquet goes to a mother, a coworker, a grieving family, so the card has to stay tied to the buyer — building loyalty with the recipient would make no sense, they might never walk through your door. That's also why a twelve-month validity suits this trade — it covers a full annual cycle of occasions, where a three-month program would make no sense for someone buying four times a year.

Four days carry a huge share of your year

Valentine's Day, Mother's Day, All Saints', and the year-end holidays concentrate a disproportionate share of revenue, with very specific constraints: last-minute purchases, a line that never empties, wholesaler prices spiking at the worst moment, and a largely one-time customer base. On those days, you cross paths with dozens of people you won't see again for a year. Capturing them costs a few seconds — a QR code on the counter, a scan at checkout — and remains by far the best return on time invested in your year. All Saints' deserves a special mention: chrysanthemums move high volume at low margin, but a customer who only comes once a year for the cemetery can become a birthday and arrangement customer if your shop stays on their phone the rest of the year.

Waste, margin, and choosing the reward

Flowers don't keep: what isn't sold Saturday ends up in the compost Monday, and shrinkage is part of the model. This constraint shapes the reward choice. A florist's bouquet built from the weekend's leftover flowers, or free delivery in town, cost a few euros of materials or ten minutes on the road for a perceived value of €30-40 — a ratio few businesses can offer. Conversely, a percentage discount is the worst choice in this trade: it eats into an already thin margin and cheapens the composition work that's exactly what sets you apart from a bouquet wrapped in cellophane. Finally, knowing your active base and your regulars' real rhythm helps you order more accurately from the wholesaler, which directly cuts waste.