As florists, we need to consider value when marketing out-of-town orders, because bringing back the value of the wire-in order will help the order fulfillment serve a very valuable purpose again.
It would be terrific if every customer who called your shop was willing to spend at least $50-$60 on every order, but unfortunately we know that’s not always the case.
We can’t control how much a customer is willing to spend, but we can implement some rules to make sure that everyone is being fairly compensated.
One simple solution is to set a minimum out-of-town order that starts at $39.95 including $10 for delivery. This is a $30 order, and it can be done, but there needs to be a stipulation to make it work; this is accomplished by removing all restrictions and making the order as easy as possible to fill.