Flourishing Opportunities in the Retail Florist Industry

1. Floriculture

2. The retail florist industry • has been promoting the use of flowers • not just for special occasions.

3. Flowers add • a feeling of warmth and welcome to any room.

4. Job Types • There are several job types within the floriculture industry ranging from design to sales.

5. Working in retail floristry • work with flowers as well as the emotions that they represent.

6. Types of flower shops • Different types of shops serve different groups of the population.

7. Types of Flower Shops • A shop should tailor its services to the needs and desires of the clientele in its area.

8. Examples include: • Full service – traditional retail shop.

9. Examples • Products and services available would include fresh flowers, blooming plants, balloons, novelty giftware, and silk and dried arrangements.

10. Examples • A full service shop would also offer regular and special delivery, set-ups for special events, charge accounts and wire service.

11. Specialty shop – • targets a specific need in the market by specializing in one segment of the industry.

12. Specialty shop • These types of shops would specialize in things such as weddings or potted plants. Many times they are located adjacent to a business that provides similar services.

13. Carriage Trade Shop – • Caters to an elite clientele.

14. Carriage Trade Shop • May offer the same services as a full service shop but prices are higher. A Carriage trade shop must understand the life styles of its clients.

15. Stem Shop – cash and carry operations, • which offer a wide variety of flowers by the stem or bunch.

16. Stem Shop • Generally do not offer design services. Are often located in high traffic areas such as just inside a building or on the street.

17. Studio operation • – concentrates on specialty and party work for an exclusive client base.

18. Studio operation • May operate out of a warehouse without a storefront. Most sales are made by appointment or at the customer’s home or business.

19. Franchise shop – • usually purchased from a parent company • operated according to the rules set by the parent company.

20. Franchise shop • Resale products may have to be purchased from the parent company.

21. Franchise shop • Franchise price is usually high; the owner may pay a portion of gross sales to the parent company.

22. Franchise shop • Franchise provides a business with instant recognition

23. Mass-Market shop - • located in a general merchandise chain store or grocery store.

24. Mass-Market shop • Offer fresh arrangements, potted plants, balloons and stem purchases. Usually do not offer delivery.

25. Wholesale florist • – link between the grower and the retail florist.

26. Wholesale florist • The wholesaler purchases flowers from growers around the world and supplies them to the local retail shops.

27. Wholesale florist • Wholesalers also supply plants, giftware containers etc.

28. Job opportunities in the retail flower shop • Present in nearly all towns of any size throughout the United States.

29. Most are • individually owned or family operated employing fewer than ten people.

30. Three areas for job opps • Owner manager – • responsibilities will include hiring, training, supervising designer, salespersons, and delivery personnel.

31. Owner Manager • Managers plan work schedules, order supplies and flowers, coordinate sales promotion and advertising, and supervise or maintain shop records.

32. Pricing of product • and profit control is also a responsibility of the owner – manager. • Owner – managers must have a good business background. • They may also work as a designer and salesperson. • Some managers may not take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.

33. Owner Manager • They may also work as a designer and salesperson.

34. Owner Manager • Some managers may not take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.

35. Designer’s Assistant • – a person training to become a designer. • Work with and observe the construction of a variety of floral designs.

36. Designer’s Assistant • Usually coordinate the designer’s orders and keep all needed materials on hand.

37. Designer’s Assistant • May prepare containers, select and wire flowers, and construct bows for arrangements.

38. After the arrangement is complete • the assistant may fill out the card and delivery tag and prepared the product for delivery.

39. As the assistant gains experience • they will be responsible for simple arrangements. • Difficulty of orders will increase with the amount of experience.

40. Designer – • arranges floral and plant material in an artistic manner. • Must also have an understanding of basic design principles.

41. Designer • Knowledge of flowers, their care and the needed supplies.

42. Arrangements include • those for the home, hospital, funeral and a variety or other occasions.

43. Most shops designate • one person as the head designer. • That individual is responsible for assigning specific work to other designers.

44. The head designer • will also be responsible for making sales that involve special work • such as weddings or large parties, order flowers and supplies.

45. The head designer • the designer must estimate what materials are needed. If too few are ordered the shop will lose sales. Left over flowers are thrown away

46. Designers are critical • to the retail business. • The quality of their work will determine customer satisfaction. Happy customers mean repeat business.

47. Salesperson – • must deal in telephone and direct face to face sales. • Must have a thorough knowledge of flowers,

48. Salesperson • flower care, plant care, and floral designs. Must be able to offer customers appropriate suggestions.

49. Effective salespersons • have a friendly attitude.

50. Delivery Person – • this is a convenience to the customer. It distinguishes full service florists from mass-market florists such as those in some grocery stores.