FTD and Teleflora take 27% off the top of any sale that gets wired in using their POS systems.
So, if you call a local florist for a $100 flower arrangement to be delivered out of state, that florist wires it over to another florist in the recipient’s area. At that point, the florist is only making $73 and has to cut the amount of product used in the arrangement.
This could be the type of vase, greenery, but most of the time it’s the type of flowers used in the arrangement. That’s why one of the #1 complaints is: “This doesn’t look like the arrangement I ordered.”
1–800-Flowers and Proflowers, on the other hand, just ship the cheapest flowers they can buy in bulk over to you in a box held in with zip ties and no vase.
This makes ordering flowers from them less expensive than a brick-and-mortar florists because of all the corners and costs they cut, but you end up with a sub-par alternative at best.
Nothing says how much you care like a box of wilted smashed weeds or the wrong flowers entirely.
This is where the floral industry is today.
Most of the shops are NOT better quality than what you can hand pick at a grocery store.
DIY is NOT a phase and people enjoy the activity of making their own arrangements and sharing that time with family and friends.
HALF of the money, at least 13% of what they’re losing in the percentage cut could be used in other forms of digital advertising like PPC or social media advertising.
The Society of American Florists is doing their best to keep everyone afloat while 90% of the florists depend on FTD and Teleflora to bring them business with no changes in personal marketing or advertising because, “That’s just the way we’ve always done it”
You can count the flower shops that have changed how they approach their business AND customer interactions on two hands.
The floral industry can Petal it Forward all they want, but they’re going to ride head first into a wall if they don’t look where they’re going.
All campaign data from Zoomph.com