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Valentines Flowers - Brand versus Non Brand Part 2

Following on from my post on February 6th I thought I’d do a post Valentine analysis and update of flower sales for Bunches and Tesco for the period 1st to 14th February.

Just to refresh, here are the figures for the period 1st to 5th February.

Tesco Flowers - 31 sales, £21.04 commission. 11% conversion rate
Bunches - 35 sales, £98.54 commission. 16% conversion rate

Now here are the figures for the period 1st to 14th February.

Tesco Flowers - 81 sales, £39.63 commission (*revised total including bonus - £120.63). 11% conversion rate
Bunches - 187 sales, £558.30 commission. 18% conversion rate

*The bonus relates to an extra £1 per sale Tesco awarded for every flower sale between 1st and 10th February. In other words 81 x £1 + original commission of £39.63. New total therefore = £120.63.

So what does this tell us? Well, a few things but the most obvious is that even with the Tesco £1 per sale bonus they *still* have a long way to go to catch Bunches.
Not only that but the gap between conversion rates has also widened.

Interestingly, Bunches conversion rate still remained higher despite Tesco gaining a lot of press coverage (dubbed “War of the Valentine Roses” in an article in the Times Online) by selling Valentine’s bouquets of a dozen roses for £15.97 including courier deliver. The cheapest available in the UK according to press reports.

So come on Tesco, M&S, Debenhams etc. There is still a few weeks to go to Mothers Day. Plenty of time to increase your commissions in line with your competitors and get a slice of the action!

What I’m listening to right now: Ray J featuring Brandy - “War is Over”

Thursday, February 16th, 2006 at 2:06 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.