The Updated Prince & Prince Seminar:

"The US Consumer Floral Tracking Survey"

Dedicated to helping the US floral industry re-build the floral market .  .  .  holiday by holiday .  .  .   occasion by occasion .  .  .  and through no occasion at all!  (self-usage of floral, and for home decoration)

Prince & Prince (P&P) has surveyed several thousand floral-buying households throughout the US over the past decade, and most recently in 2010.  The P&P analysis & reporting provided in this seminar gives you insightful floral market intelligence and floral-outlet competitive intelligence to assist you in your marketing & business decisions.  The following details the type of market information and analysis provided in this updated P&P seminar.

1. Floral Purchasing Metrics - - Shows you who buys, what they buy, where they buy, and how much they spend? . . . Shows what has changed in consumer floral purchasing (for cut-flowers & indoor potted plants) over the past decade.  .  . from 2000, to 2007, and to 2010!    Consumer floral metrics tracked before & after the US recession!  .  .  .  and findings highlighted for five major regions of the US.

2. Holidays, Events, and Occasions of Floral Purchase - -  Reveals the level of household floral purchasing for Thanksgiving, Christmas, Valentine’s Day, Easter, Mother’s Day, Secretary’s Day, Birthdays, Anniversaries, Parties, Thank-You Gifting, Proms/Dances, Home Decoration, Self-Usage, and 10 other occasions & events, overall, and by specific age, education, income, urban and regional segments.   Shows how household floral purchasing for these floral Holidays, events, and occasions has changed since the US recession, and uncovers opportunities for re-building the floral market to generate more floral sales.

3. Floral Outlet Market Shares - - Answers the question .  .  .  “Of the total pie for consumer cut-flower and indoor potted plant spending, what share do florists and mass-market outlets now claim?”  Identifies specific cut-flower & indoor potted plant shares for Florist Shops, Supermarket Florists, Discount & Super-Discount Stores, On-line (Internet), Garden Centers, Home/Hardware Centers, Wholesale Clubs, National 800 Numbers, Farmer's Markets, Mail-Order Catalogs, Street Vendors, and Convenience Stores.  .  .  and identifies the change in those floral-outlet shares over the past decade, and the change from 2007 to 2010!   Reveals the market strengths and weaknesses of key floral outlets in the US marketplace.

5.   Consumer Satisfaction & Buying Intentions at Each Outlet  - - Reveals the floral outlets that most satisfy consumers today. . . and shows those outlets that largely generate dissatisfaction among consumers.   Identifies the floral outlets that are retaining customers with repeat purchasing, and reveals those that are predicted to lose customers.   Also shows those outlets that are gaining and losing floral customers at the same rate (Churning).

7.   Demographic Profile of Floral-Buying Consumers - - Reveals the key consumer groups that are currently leading the US floral trends.  .  . and shows how they have changed over the past decade, and the change from 2007 to 2010.   Also shows how current floral-purchasing behavior varies across consumer demographic groups (age, income, education, US regions, urbanization, and household-composition groups).   Provides you the “macro” and “micro” view of consumer floral purchasing behavior in the US, and identifies the most lucrative target segments for floral buying!

(MORE DETAILS PROVIDED BELOW)  

Seminar Content: The P&P US Consumer Floral Tracking Survey

Perspectives on the Past!  .   .   .   and Insight to the Future!

Seminar Content