FloralMarketResearch.com - - The site for Floral Marketing Research
Trends in Mass-Market Floral Buying, Operations, Sourcing, and Merchandising - 2003 Report & Seminar Edition. CD-Only version now available.
Click HERE for details about our "Seminars on CD" offer.
Call or e-mail Prince & Prince for on-site seminar pricing options.
2003 Study Sponsored by The Super Floral Show, www.superfloralshow.com
A "Must Have" report and seminar for floral buyers, floral executives, and all floral suppliers servicing the mass-market floral industry.
| A comprehensive 175-page report, including tables & charts, with key findings summarized. |
| A US & Canadian survey of 90 key buyers, representing floral purchasing for nearly 21,500 stores, with $3.3 billion in floral-product sales. |
| Reveals changes in the mass-market floral-product mix, and changes in the mix for specific types of operations. |
| Profiles floral specialty sales (e.g. wedding, sympathy, wire order, local phone sales, business-to-business sales, and internet sales), and recent changes in specialty sales. |
| Identifies effective information sources for finding new floral vendors. |
| Profiles buyer priorities toward vendor services and attributes, and reveals recent changes in floral-buyer priorities. |
| Documents current trends in mass-market floral sourcing for fresh cut flowers/greens and bouquets/pre-made arrangements (and how this floral sourcing has changed since 2000). |
| Identifies "momentum" trends in floral business operations, product offerings, and marketing & merchandising emphasis. |
| Reveals key floral operational measures of the mass-market businesses (sq.ft. allocation, gross margins, labor cost percentages, number of SKU's in eight floral categories). |
| Study findings segmented by type of operation (e.g. chain supermarket, independent supermarket, other mass marketers, and grocery/service wholesalers), number of stores, service level, buyer organizational level, and region (7 US regions plus Canada). |
| Where possible, year 2003 study findings compared with 2000 and 1995 study findings, revealing trends in mass-market floral-buying behavior. |
Buyer Priorities Toward Vendor Services (over 25 attributes measured on an importance scale)
| Product Quality & Product Freshness | Delivery Options & Capabilities |
| Product Selection | Communication & Notification of Problems |
| Knowledge & Courtesy of Salespeople | E-commerce Capability & Internet Tracking |
| Postharvest Care and Product Information | Partnerships |
Ten other vendor services/attributes measured in the research.
Effective Methods in Finding Information About New Floral Vendors (ranking of effective methods)
Trade publications Super Floral Show Other trade shows Word-of-mouth
Personal visit to vendor Vendor visit to buyer Internet/ Web Vendor brochures
Competitor's products Product samples Vendor phone calls & faxes
Mass-Market Product Mix (percentage of total floral sales)
| Bouquets |
| Pre-Made Arrangements |
| Other Cut Flowers & Greens |
| Potted Flowering Plants |
| Potted Foliage |
| Bedding/Perennial Plants |
| Gift/Food Baskets |
| Non-Perishables/Accessories |
Mass-Market Sourcing for Bouquets & Pre-Mades and Sourcing for Cut Flowers & Greens (percent of category purchased from floral sources)
Floral Sources Measured
| Miami importers/bouquet manufacturers |
| Holland direct |
| South American farm-direct |
| Other importers |
| Domestic grower/shippers (including California) |
| Wholesale florists |
| Grocery/service wholesalers |
| Other sources |
Floral Care & Handling Practices (Percent of buyers that regularly use or apply practice)
| Bucket sanitation |
| Water purification |
| Hydrating solutions/dips |
| Floral preservatives for processing/display |
| Refrigerated coolers |
| Ethylene scrubbers/removers |
| Underwater stem cutting |
| Anti-ethylene products (STS, ethyl bloc, etc.) |
| Floral preservative packets for customers |
| Leaf cleaning/shining |
| Anti leaf-yellowing products |
"Momentum" Measures in Floral Business Operations (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)
| Staff training |
| Floral bar coding |
| More floral suppliers |
| Reducing display area |
| Category management |
| Product received by store-door delivery |
| Reducing labor hours |
| Using local wholesalers |
| Increasing profitability |
| Fewer floral suppliers |
| Increasing display area |
| South American grower-direct buying |
| Partnering with suppliers |
| Increasing labor hours |
| Buying at lower prices |
| Using scan data |
| Buying "wet packs" |
| Using supplier merchandising programs |
"Momentum" Measures in Floral Product Offerings (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)
| Bouquets |
| Wedding sales |
| Dish gardens |
| Wire orders |
| Holiday sales |
| Roses |
| Sympathy sales |
| Larger bouquets |
| Internet sales |
| Foliage plants |
| Non-perishables |
| Occasion sales (birthday, etc.) |
| Flowering plants |
| Consumer bunches |
| Unusual flowers |
| Commercial sales |
| Non-holiday sales |
| Fund-raising sales |
| Arrangements |
| Gift/ food baskets |
| Single stems |
| Bedding/ perennials |
| Local phone sales |
| Cross-merchandising sales |
"Momentum" Measures in Floral Marketing & Merchandising (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)
| Variety selection |
| Freshness dating |
| Designing |
| Color mix |
| End-of-aisle displays |
| Lower prices |
| Floral branding |
| Care tags/ information |
| Higher quality |
| Frequent display changes |
| Signage/labeling |
| Local delivery |
| Higher prices |
| Advertising |
| Floral displays throughout store |
| Loyalty card tie-ins |
| Local color trends |
| Expanded price points. |
| Seasonal promotions |
| Better culling of displays for freshness |
New for 2003 - Floral Operational Measures
| Average square footage allocated to floral |
| Average gross margin on floral sales |
| Labor costs as a percentage of total floral sales |
| Floral sales as a percentage of total store sales |
| Number of SKU's in eight floral categories |
And much more in this 175-page marketing research report. 2003 publication price was $395 - - Now only $295! (US dollars) Call or e-mail Prince & Prince for on-site seminar pricing options.
Click HERE for details about our "Seminars on CD" offer.
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
phone: 614-299-4050; E-mail: FloralMktResearch@att.net