A digital loyalty card for your flower shop

A florist has two kinds of customers. A small group buys flowers every week or two, for the dining table, the office or a parent in a care home. A much larger group comes three or four times a year, for Valentine’s Day, Mother’s Day, All Saints’ and a birthday, and then chooses whoever is on their way. A loyalty card rewards the first group and keeps your shop on the second group’s phone until the next occasion comes round.

What to reward, and after how many stamps?

Flowers make the obvious reward, and they are cheap for you to give when they come from stock you already have.

• 8A small seasonal bouquetOne stamp per bouquet from €15, your house rule.
• 6A potted plant or herbGood for shops with a plant corner.
• 10Free delivery on your next orderIf you deliver locally.
• 10 % cashback on every purchasePro: builds a balance to spend on a later bouquet.

Example calculation. A weekly customer buys a €20 bouquet. After 8 bouquets, they have spent €160 and get a small bouquet that sells for €12 but costs you about €4 in stems and greenery bought wholesale. The reward costs you around 2.5 % of what they spent. With 10 % cashback, the cost is higher but simpler to explain. These are examples: check your own stem prices and margins.

A stamp card holds between 3 and 30 stamps. For weekly buyers, 6 to 8 stamps makes the reward feel close. If you change the number later, only new cards follow it; cards already running keep their rule.

Which card type fits a florist?

A stamp card (Essential) is simple and fits shops where most sales are bouquets in a similar price range. One bouquet, one stamp.

A points card (Pro) suits a shop with a wide range, from €8 tulips to €80 arrangements and wedding work. Staff type the amount on the scanner’s pad, and you can set up to six rewards: a single stem at 50 points, a small bouquet at 150, a large one at 400.

Cashback (Pro) is the easiest to explain to occasional buyers: “10 % back on everything you buy, spend it next time”. Their balance stays on the pass until the next occasion, which is a reason to come back to you rather than the florist near the station.

VIP levels (Pro) by number of visits can reward your weekly regulars, for example a level at 25 visits with a small extra on each bouquet, listed on the back of the pass.

How does stamping work during the rush?

Your rush is not every Saturday. It is the morning of 14 February, the Saturday before Mother’s Day and the last days of October, when people queue for chrysanthemums and the bouquets are tied while they wait.

• Keep one phone on a stand at the till, logged in with a staff PIN. On peak days, extra helpers get their own PIN on the same phone.
• Scan after payment, cash, Bancontact or Payconiq. The screen shows “+1” and the customer’s first name, so you can say thank you by name.
• A customer buying flowers for three graves on 1 November is one visit: one stamp per order. The 5-minute cooldown (adjustable) stops a second scan if they come back for one more pot.
• A wrong scan is corrected by the owner or a manager in the dashboard with Adjust stamps; the reason and who made the change are logged.
• When the card is full, use “Claim + add today’s stamp” so the reward and today’s purchase are handled in one go.

Seasonal and occasion ideas

Belgium gives a florist a busy calendar:

• 14 February: Valentine’s Day, roses and red tulips.
• Spring: first communions and Easter, with table arrangements and buttonholes.
• Second Sunday of May: Mother’s Day in most of Belgium. In Antwerp, Mother’s Day is traditionally 15 August.
• Second Sunday of June: Father’s Day, more plants than bouquets.
• May to September: weddings and garden plants.
• Late October to 1 November: All Saints’ (Toussaint, Allerheiligen), the big chrysanthemum weekend for graves.
• December: Advent and Christmas wreaths, amaryllis, table decorations for the holidays.

What to send by push or e-mail

For a florist, a reminder at the right moment is the whole point. With Pro, push messages appear on the lock screen through the Wallet pass, and e-mails go out from your shop’s own address. Only customers who ticked the news box receive them. Examples:

• Title: “Mother’s Day is Sunday” Message: “Order your bouquet before Friday and we’ll have it ready to pick up on Saturday or Sunday morning. Reply to our e-mail or ask in the shop.”
• Title: “Chrysanthemums are in” Message: “Pots and grave arrangements for All Saints’ are ready. Come early in the week to choose before the weekend rush.”
• Title: “Valentine’s Day pre-orders” Message: “Roses, tulips or a mixed bouquet: order by 12 February and pick it up on the day without waiting.”

E-mail idea: at the start of December, send photos of your Christmas wreaths and table pieces with an order deadline, using the “something new” template. Replies arrive in your dashboard inbox, so you can take orders by e-mail.

Plan around five to eight messages a year, tied to occasions. You can schedule them up to 60 days ahead, so in March you can already set up the Mother’s Day reminder. Write in French, Dutch and English if your customers mix; each gets the version for their phone.

Common objections

“My customers come twice a year.” That is exactly why the card helps. A paper card gets lost between February and May; a wallet card does not. And the message before the next occasion reaches them while they are still deciding where to buy.

“Funeral flowers are not something to promote.” Agreed. People ordering for a funeral can simply be stamped like any customer, or not at all if it feels wrong. Messages only go to people who asked for news, and you choose what you send.

“Online flower delivery sites already have offers.” Fidelia is for customers who come into your shop. It does not handle remote or online orders, and it does not try to.

“Peak days are chaos already.” The scan is two seconds after payment. On 1 November, if the queue is out of the door, stamp regulars and invite newcomers to join from the counter stand while they wait.

What does it cost?

Essential is €29 a month excl. VAT: one shop, one stamp card, unlimited customers and the first counter stand. For most florists, the value is in the occasion reminders, which need Pro at €59 a month, together with points or cashback by amount. Try Pro free for 14 days and set up your Mother’s Day message during the trial. Early Belgian merchants can keep the founding price of €19 a month for Pro, for life.