The Florist for Change afternoon breakout session was productive – the group separated into four groups to discuss some key topics, including the cause of inertia, where the industry will be in 5 years, and how a florist to florist technology network would work.
What causes inertia?
– Fear of the unknow
– Fragmented industry – hard to organize for change
– Old Dogs – too much trouble to change
– Lack of Time
– Lack of Leadership
Where will the industry be in 5 years?
– Decline in retail shops
– Decline in profits
– Price matters more- Flowers as gift category declines due to dissatisfaction
– Additional Drop-ships
Where are florists’ interests aligned with wire services?
– Want flowers to be the gifts of choice for consumers
– We both need a clearing house to push out/share orders
– We need technology solutions
– Want good customer experience
– Importance of standardized products
– Want to make profits
Where do interests diverge?
– No longer partners, competition
– Products that are advertised are un-fillable
– More personal relationship with customer
– Imbalance of profits
What happens if florists refuse orders?
– Customers will lose out, bad for industry
– Some florist will always fill the order (grocery stores, etc.)
– Orders that are refused will go to drop ship
Florist to Florist direct order system?
– Needs to be simple – any florist can use
– Needs to be easy to use – able to be built into any POS or accessible via a website
– Cleaning house could be replaced with credit card
– Reputation system (visibile to florists only) like eBay or Yelp for florists to rank other florists
– Could change the split or vary per florist
– Florist to Florist direct order system is a standard, not than a single technology
– Potential for national brand/website/local florist directory that would compete for marketing with wire services
What does this look like to the consumer?
– National brand with logo, appealing to young consumers
– Ownership vs. cooperation?
– Florists need to educate customers
– A website, but one that showcases local florists (unlike wire services, which promote their own brand only)