Selfridges Flower Service Idea

Selfridges is a chain of high end department stores in the UK which is highly demanded by all consumers of all ages both males and females. This has designer and high-street brands mixed into the one along with a food court, wine/spirits section and a sweet shop. This is massively recognized by everyone, there isn’t one person in the UK who has not heard of Selfridges.

The idea for this spam when I was currently shopping in the Trafford centre a week ago and found that It has everything other than a floristry counter. They do however, have pre made bouquets that are available within the online based store which allows you to place an order through this. These generally range from £75-£425 depending on what you want and the quantity of what you want too. With this being so, this Is where I thought it would be a genius idea of Selfridges to add this to their store and this would then have every form of gift possible.

With this new service there would be a counter added either nesr the sweet/chocolate section or near the wine/spirits to finish the gift off and to be placed by products that coincide with the idea of flowers. This would then encourage shoppers to purchase these whether this be for a personal gift or for a special occasion. This would be completely unique and you would allow yourself free range to select what flowers you want making up a bouquet of your choice adding that personal touch. Price would obviously depend on what it was you wanted and the colour, the presentation etc.

In terms of promotion for this idea, this would be advertised in Selfridges stores possibly just starting off in London, Birmingham and then later going into Manchester way, by email, money off when you buy a Selfridges product so like a coupon/voucher code, window displays, plaques outside the store to make the consumers aware of this new/unique service they are offering. In the likes of London this would be presented on taxi’s/buses, online on the existing website a new tab would be added, posters, at flower exhibitions and through the use of social media. This would be displayed using every platform possible due to this brand having a higher budget.

This could invite a whole new consumer to the brand adding more extravagance to the brand as well as being adventurous and possibly starting a new trend/style. This would be for males and females. The competitors for this would be the likes of Liberty who have a massive floristry in the court of London so I would visit this area to see how they attract the consumers. This would then give the store the full package and would most certainly act as a cut above the rest.

The consumers would be drawn into the use of colours, shapes and the new touch added to the brand. The inspiration would from style and existing floristries. I think I would personally have a lot of fun with this idea.