The Importance Of Customer Reviews For A Florist Shop

When Your Flowers Do the Talking

Back in 2019, we found ourselves scratching our heads over something pretty simple: why weren't more people finding our little flower shop online? We had awesome flowers we bought from Flemington Markets in Sydney every day and had happy customers walking out of our shop with smiles, but our phone wasn't exactly ringing off the hook, or at least as much as we hoped for.

Cue a classic light-bulb moment. We realised that today, customer reviews have become the new 'chatting over the fence' recommendations. And with so many of us moving online since COVID, getting reviews right is absolutely essential for 2025 and beyond. They're what help your local florist business shine and give customers that warm, fuzzy feeling before they even call you up.

Why Reviews Are a Must for Us Australian Florists

Here's the thing, customer reviews work like magic because they're genuine social proof for your business. Real people talking about real experiences with your flowers or gifts and service. Get this: 79% of people trust online reviews just as much as their mate's recommendation down at the pub. For small florists, that means one glowing review can pack the same punch as your neighbour raving about your anniversary arrangements.

Reviews build that all important trust factor, especially for family businesses that live and breathe on community reputation. But they don't just make you look good, they actually drive sales through the door but especially online. We found that over 85% of customers check online reviews before ordering flowers. Honestly, one in three people won't even consider buying from a florist without decent reviews. Yeah, it's that simple, a handful of five-star ratings can literally be the difference between landing a Mother's Day order or watching it go to the shop down the road.

The bonus? Customer reviews give you a lovely boost in search results. Just like in the example below. So not just showing social proof, but Google proof, which makes your website far more likely to get clicked on in Google Search. 

The more positive reviews you collect, the higher chance your shop pops up when someone googles "florist near me" or "best flowers in [your town]". Google loves businesses with great ratings – they often float to the top of local listings like cream rising to the surface.

But the impact of reviews go even deeper than that. Here’s a step by step breakdown of how reviews create a advantage in Google and other search engine 'search results':

How Reviews Actually Influence What People Buy

I have noticed that modern customers do their homework before buying anything, even flowers for a spontaneous gesture. Research showed over the last 12 months that 41% of Australians check reviews before making online purchases which is significant. People looking to purchase products online are reading about other people's experiences, both good and bad, to make sure they're backing the right horse so to speak, especially for those special occasions where everything needs to be perfect like flowers for a birthday or anniversary.

Positive reviews, or any review for that matter, inform potential customers that your bouquets arrive fresh and gorgeous, that you deliver on time, and that your service comes with a smile. This massively influences whether they choose you over the florist three suburbs away, a florist in your local area, or an online florist like Lily's Florist.

On the flip side, a few ordinary reviews, or worse, none at all, can make potential customers hit the back button faster than you can say "roses". Many will simply scroll on to a florist with better ratings or more glowing feedback.

Star ratings pack a real punch too. Shoppers often glance at the average rating and review count to judge a business in seconds. Seeing a 4.8★ average from dozens of customers on Google or Facebook creates instant confidence. About 60% of consumers will trust a business with a Google rating above 4 stars – it's like having a digital stamp of approval.

Here's an Example of That

Let me give you a perfect real life example of this in action. Whilst not directly related to flowers, it does prove a point, I recently needed to book a short trip to the Sunshine Coast QLD for my family to watch my daughter play State Rep Netball. I found an intendant owner website of a property in Noosaville. I loved the property, plenty of space, it even allowed pets, so yes the cavoodle, Bindi could come, but I could not see any reviews on the website so I was quite reluctant to pay for the week on their website as I had so many answered questions. Could I walk to the shops? Where is the nearest cafe'? Is the parking safe? So I moved on, and kept searching for the unknowns were just too much to deal with, but didn't have too much luck. 

I circled back a week later but this time came through to a different website by an owner, not too far from the original home with very similar facilities. There, I found at least 45 reviews of past holiday makers, most glowing, all user generated, and all sourced by Google and other providers that they had uploaded to their website. My mind was made up, and I booked right away. The point is clear, the website with the real customer reviews on their website trumped the one without, it was really that simple.

Reviews are important, more than that, they are essential for doing business.

The Review Platforms That Actually Matter 

Not all review sites are created equal, and we've learned to focus our energy where our customers actually hang out. Here are the key platforms where reviews genuinely matter for local florists:

Google Reviews

Google reviews are absolutely crucial, they're the first thing people see when searching for your shop or looking you up on Google Maps. Your Google Business Profile, watch out for another post on this at a later date, is free to claim and displays your reviews, star rating, address and opening hours right in the search results. Since Google is usually everyone's first port of call for finding local services, having solid Google Reviews will massively boost both your visibility and credibility. We aim for a 4-star average or higher, many customers automatically filter out businesses with less than 4 stars.

Facebook Reviews

Facebook matter because Facebook isn't just for catching up with school friends anymore. People actually use it to find local recommendations. Your florist shop's Facebook page can collect customer reviews and ratings, and local shoppers might visit to check out photos of your arrangementswhile reading what others have to say. Being active on Facebook with plenty of positive reviews makes your business look lively and trustworthy.

ProductReview.com.au 

ProductReview.com.au is one of Australia's biggest independent review sites where customers review businesses across all industries. Having said that, in my opinion, be careful with this website and constantly monitor it. Generally speaking, most people that leave a review here are only there to leave a bad review, after a poor experience with a service or product.

ProductReview.com.au reviews can be used in Google Shopping ads if a business is approved for product ratings in the Google Merchant Center. The reviews are provided to Google, but Google decides which reviews are accepted and displayed. What Google shows is a little ambiguous, but what I can say for sure that, unlike say Feefo, ProductReview.com.au is not officially a review partner of Googles. My thoughts on that are simply that people cannot be 100% certain that someone leaving review, really bought from that shop/vendor. Whereas, Trustpilot and Feefo, both require full integration my the website owner all reviews are managed and displayed by both companies, independently of the website owner.

There are other niche platforms worth considering depending on your specialty. If wedding florals are your thing, sites like EasyWeddings let brides rate and review vendors. True Local and Yelp exist but they're less popular here in Australia than Google.

Gathering customer reviews for online flower orders could be the best way to gather reviews as your online sales vs shop sales, could be 3 to 1. That is, for every shop sale, you get 3 online flower sales. Meaning, that opportunities are huge and are crying out for you to take advantage of. Enter the room - Feefo.

Feefo is a 3rd party, Google Search and Google ads endorsed review website. In my opinion, it is by far the best. Whilst it isn't cheap, like around $230 per month, the price you pay, for the power of all the features it has are quite incredible. Once integrated, it's plug and play. On that plan, around 100 emails will go out per month sent by Feefo, to every customer that has ordered from you

Getting Your Happy Customers to Actually Write Reviews

Great reviews start with great service, but even your most delighted customers might need a gentle nudge to share their experience. Here's what we've learned works (without being that annoying business that won't leave people alone):

What's The Best Way to Get Real Reviews?

• Ensure you share plenty of photos of real bouquets going out of the shop, not only customer ready, make them Insta and other socials ready, encourage your customers to do so also, and ask them for reviews
• Speak to your customers that come into your store for this is by far the most powerful way to gain customer reviews, have an an impromptu chat about how important review are to my 'local business' and, like example below, give them something tangible to take away with them that links directly your your Google Business listing via a QR code they can scan with their phone
• Remember: It is against the law to to offer rewards for reviews, likewise for displaying fake reviews. Section 29(1)(e) of the ACL prohibits making “a false or misleading representation that purports to be a testimonial by any person relating to goods or services” – this captures fake or paid‐for reviews presented as genuine customer feedback. If you hany any concerns I strongly recommend reading this PDF from the ACCC

Just ask nicely and promptly

The simplest approach is often the best, just ask your customers for a review. Research shows 56% of people who've left reviews did so because the business asked them to. Right after a successful delivery or sale, thank your customer and mention you'd love a review on Google or Facebook. Something like: "We're a small local business and your review would really help others discover us. Would you mind sharing your experience online?" Happy customers usually want to help when asked nicely. Timing matters, ask within a day or two while the joy of your flowers is still fresh in their minds. From our experience, customers are more likely to post a negative review over a good review without being prompted, but when prompted far more people will leave good reviews.

Make it really easy

Remove every possible barrier to someone leaving a review for your business and flowers. Provide direct links to your Google review page or Facebook recommendations. As mentioned about, print little cards with QR codes that take customers straight to the review form. Include a thank-you note with deliveries saying something like: "Loved our flowers? We'd be over the moon if you could leave us a quick review: [link]." The easier you make it, the more likely they'll actually leave a review.

7 days after a customer purchases flowers from us, Feefo sends our customer an email prompting them to leave a review, then automatically another reminder email 3 days after that. Feefo has a template for each of these emails that you can leave as is, or you can customise to suit your vibe, language or business mantra.

Send a gentle reminder

Business owners like you with busy florist shops get busy and forget, a friendly follow up  to previous customers can work wonders and be just the trigger they need. Perhaps a follow up email or text a few days after purchase, thanking them again and kindly asking for a review after they have bought flowers from you. Keep it grateful, not pushy but also keep it down to earth and personal: "Hi [Name], we hope you're still enjoying your flowers! It would mean the world to us if you could share a quick review about your experience. Here's the link – thanks for supporting our little business!"

Showcase your existing reviews

Highlight awesome comments on your website or social media. When customers see others have reviewed you, they realise how important it is. You might have a testimonials section on your site or post a "Review of the Week" on Instagram (with permission, of course). This markets your quality while nudging others to add their voice too. If you sign up for a 3rd party website review company you will not need to get permission to share the reviews your customers leave as, by leaving the actual review, that is all the permission you need.

The obvious thing, to me at least, is to deliver service that inspires reviews from your past customers. Your goal should always be to exceed expectations whenever possible. Awesome and truthful touches like follow up calls to ensure flowers arrived safely, or throwing in a small freebie with large orders like a small box of chocolates, can turn satisfied customers into a long standing, and repeat customer. When customers are stoked with a flower order you have delivered, they often share their experience without being asked which is exactly what you need and should want.

In another post of building florist location pages, I mentioned it to be a strategy you need to be doing, but if you already have them in place I recommend the following:

• Find reviews that customers have made specific location, of your location page
• Gather the details of that review and add the review to that page. For example, if you are located in Bondi, and someone reviewed you for a flower delivery to Randwick, add the review to your Randwick location page. This not only tells customers that you are an expert on flower deliveries to Randwick, but it also reinforces that to Google also, perhaps ranking your page higher
• Add them to your website 

I am in the process of writing another blog post on how to add customer review to your website, so keep an eye out for that in the coming weeks.

Respond to every reviewer

It encourages more people to leave them. Thank people for positive reviews and address any issues raised in not so great ones. When others see you value feedback, they feel their review will be appreciated, which motivates them to share. Being responsive and grateful shows you truly care about customers. From our experience, the customers will almost always read your reply, and in some cases be notified of it, meaning you are possibly cementing a future order from that person.

When Reviews Go Pear Shaped

Every business gets the occasional negative review – even us! It might sting a bit, but negative feedback is actually an opportunity wearing a disguise. The trick is handling it professionally and promptly.

Stay calm and respond quickly

Never ignore a negative review. Respond as quickly as you can, with a friendly but professional tone. Thank the reviewer of your flowers for their feedback and apologise for any disappointment: "Hi [Name], we're sorry the bouquet didn't meet your expectations. We really value your feedback and want to make this right, as quickly as possible.".

Address the issue and offer solutions

Briefly acknowledge what went wrong with the flowers or the delivery, and offer to fix it, maybe a replacement arrangement or refund if appropriate.My best advice is to to avoid full refunds, offer partial refunds if you are able to so you don't lose too much money. Keep the call or email you send solution focused and invite them to contact you directly: "We'd love the chance to turn this around. Please call us at [number] so we can arrange a replacement or find another solution."

Don't get defensive

Even if a review seems unfair, resist the urge to argue. Stay professional and show empathy: "We understand your frustration delivering fresh, beautiful flowers is what we're all about, and we're disappointed this fell short." Your mature and professional response will impress other potential customers reading the reviews.

Learn from genuine feedback

Not all negative reviews are from troublemakers – often they highlight real areas for improvement. Maybe it's packaging, communication, or a flower variety that doesn't last well. Use this intel to make changes.

How you handle criticism can actually win you more customers. People reading reviews pay attention to business responses. A thoughtful, helpful reply to a poor review often impresses readers more than a dozen five-star ratings without responses.

Review FAQ

How do customer reviews actually help my florist business grow?

Customer reviews help in three main ways. First, they build trust and act as social proof, making new customers feel confident choosing you. Second, they directly drive sales, as most consumers check reviews before making a purchase. Third, they improve your local SEO, boosting your visibility on search engines like Google and helping more customers find you online.

What review platform should I focus on first?

For a local Australian florist, Google Reviews should be your number one priority. Your reviews appear directly in Google Search and on Google Maps, which is where most customers start their search. Claiming your free Google Business Profile and building a strong collection of positive reviews there will give you the biggest boost in visibility and credibility.

What's the best way to ask for a review without being annoying?

The key is to ask nicely and make it incredibly easy for the customer. The best time to ask is a day or two after a successful delivery, when the positive experience is still fresh. A simple, personal email or a small card with a QR code that links directly to your review page is very effective. A single, gentle reminder is fine, but never be pushy.

What should I do if I get a negative or 1-star review?

The most important thing is to respond quickly, calmly, and professionally. Never get defensive. Thank the customer for their feedback, publicly apologise for their negative experience, and offer to make it right. Invite them to contact you privately via phone or email to resolve the specific issue. How you handle criticism can actually win you more customers, as it shows you care and are committed to good service.

Is it legal in Australia to offer a discount for a review?

No. According to the ACCC, it is against the law to offer rewards, discounts, or any other incentive in exchange for reviews. This is considered a false or misleading representation. Your strategy should focus on earning genuine reviews through excellent service and making it easy for happy customers to share their feedback.

How do reviews technically help my website rank higher on Google?

Reviews with star ratings (rich snippets) make your listing stand out in search results. This causes more people to click on your website over a competitor's (a higher Click-Through Rate or CTR). Google sees this higher CTR as a strong signal that your website is a relevant and trustworthy result, and over time, it will reward your site with better search rankings.

What's the difference between an 'open' platform like ProductReview.com.au and a 'verified' one like Feefo?

An 'open' platform allows anyone to leave a review, which can sometimes attract people who only want to share negative experiences. A 'verified' or 'invitation-only' platform like Feefo integrates with your sales system and only invites genuine, paying customers to leave a review. This ensures the feedback is authentic and is why Google officially partners with verified services for seller ratings.

The Bottom Line

Customer reviews are the heartbeat of a small florist's online presence. They combine old-school word-of-mouth charm with the reach of the internet. For local Australian flower shops, reviews make a genuine difference, they boost visibility, build trust with new customers, and improve search rankings.

Your flowers already bring joy and beauty into people's lives – let your customer reviews highlight exactly that! Whether it's a bride raving about her perfect wedding bouquet or a son thanking you for a spot-on Mother's Day delivery, these stories resonate with others browsing for their own special moments.

Make reviews part of your everyday business rhythm: ask for them, engage with them, learn from them. Over time, you'll watch your ratings blossom along with your customer base. It's an investment in trust and community that helps your business flourish in the digital world, attracting customers who might never have discovered your lovely little flower shop otherwise.

So start today – reach out for those reviews and put your best bloom forward online. Your future customers are reading, and honestly, they can't wait to see what people are saying about you :).