The Retail Flower Shop

AG 365---Advanced Floral Design

Introduction

An astute florist should be aware and knowledgeable about the niche that their business fills in their location.

Marketing, advertising, and effective selling, packaging, and delivery are each important facets of the florist business

A successful florist has a strong base of knowledge about both designing and selling flowers

Qualifications to be a florist…

Floral knowledge- a floral designer wanting to open his or her own shop should also have training and knowledge of cut flower and foliage care and handling, creative flair and the ability to spot or keep up with trends .

Beginning designers can learn their skills from high school classes, college classes, or floral design schools

Qualifications continued…

Business knowledge- the business side of being a florist is very important; for example a knowledgeable florist will want to develop business skills in advertising and marketing, buying and inventory control, effective pricing strategies, computer skills, bookkeeping and accounting, and training a sales force.

Qualifications continued…

Personal attributes- personal skills are equally important for a successful florist; personal qualities such as honesty, trustworthiness, drive and energy, patience, tact, compassion, consistency, and integrity, are valuable attributes for the ethical businessperson.

Types of Flower Shops:

Florist shops can be full-service shops, large-volume shops, carriage trade businesses, specialty shops, or stem shops.

Full-service is the traditional type of retail florist; this type of shop offers a wide range of services and products; they are a member of a wire service, do wedding and sympathy work, and all other types of design work.

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Large-volume florist sells a large quantity of design work because of an excellent, well-executed marketing plan; this type of shop has identified the floral needs of its market area; eye catching, profitable, often mass-produced designs, and effective marketing and advertising are the key aspects of a large-volume shop.

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Party/Wedding Florist shop is a specialty shop that has restricted its design services to event planning, that is party work and wedding work; the specialty shop should be located in a market area that can support this type of design specialization; these shops sometimes work together with other related businesses such as bridal shops, caterers, wedding rental places, and printing places.

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Carriage trade shop provides extensive personal service to a limited, elite clientele; they off the same services as a full-service shop but in a lavish, upscale manned to a limited customer base.Stem or Bucket shop is a cash and carry operation that offers a wide variety of flowers and foliages by the single stem or a bunches; they do NOT offer arrangements or delivery; their only product line is fresh flowers and possibly a few vases.

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Satellite Shop is a second business location operated by a large, full-service flower shop; some of these second locations are located in shopping mall or strip malls, hospital gift shops, and office buildings.

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Franchises are flower shops that is purchased from and operated according to the parent company’s operating specifications; the owner pays a percentage of the gross sales to the parent company; there are NOT many of these types of flower shops, but the advantage to a franchise is name recognition and proven products.

Location, Location, Location

Are the 3 most important components of a successful flower shop.A prospective florist should research the state, the city, and then the neighborhood before selecting an established business or a new site; look for other floral shops; as a general rule 15,000 people can support only 1 flower shop.Economical and demographic research should also be conducted.

A Business Plan…

Is an organizational business tool to state the business’ purpose and goals and estimate the financing needed to fund the new florist; a description of the proposed business is an integral part of the business plan; the business plan is an essential document to present to a banker when seeking financing

Marketing and Promotion

Effective marketing is an essential aspect of the successful florist.Marketing is the process of selling products and providing services that the customer wants or needs.The goal of marketing is to determine the most effective marketing mix and marketing strategies for the targeted customers

Marketing continued…

A marketing mix is a combination of activities and shop characteristics, such as advertising, shop layout, window display, writing educational articles, pricing strategy, and selling techniques, which a florist implements to attract and retain his or her targeted customers

GOOD SALES PEOPLE are a very valuable to the retail florist.