The web research firm Forrester predicts that US online sales will be $250 billion by 2014. It’s a big number but something about the Forrester report is even more surprising and relevant for florists.
You probably bought some of your Christmas presents online because you were too busy to make it to the mall. But that number is still growing, all the more reason to get your flower business online. Some highlights from Forrester:
> e-commerce sales will be 8 percent of all retail sales in the US by 2014
> In 2009, 154 million people in the U.S. bought something online, or 67 percent of the online population (4 percent more than in 2008)
E-Commerce Spending $250bn by 2014
So what is the big surprise? It’s the amount of buying that’s influenced by websites. Think about all the people researching their cars before they head down to a dealer to make a purchase. Forrester’s crystal ball says that purchases influenced by websites will growth to $1.4 billion (that’s right billion!) by 2014.
There is a clear lesson here for florists — your website is another version of your shop window. It’s the tool that prospective brides or buyers of sympathy flowers use to check your store’s credibility. And it can be a tool to help aide your online sales, particularly for customers that don’t regularly buy flowers. Your website is an influencing tool and just maybe your best brand building asset aside from the flowers themselves.
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