FloralMarketResearch.com  - -   The site for Floral Marketing Research


Trends in Mass-Market Floral Buying, Operations, 

Sourcing, and Merchandising

2003 Report on CD now priced at only $195!  ( US Dollars )

 ( A $200 discount from the original release price! ) 

Click HERE for details about our "Report on CD" offer.

2003 Study Sponsored by The Super Floral Show,  www.superfloralshow.com

A "Must Have" report for floral buyers, floral executives, and all floral suppliers servicing the mass-market floral industry.

bulletA comprehensive report on CD, including tables & charts, with key findings summarized.   
bulletA US & Canadian survey of 90 key buyers, representing floral purchasing for nearly 21,500 stores, with $3.3 billion in floral-product sales.
bulletReveals changes in the mass-market floral-product mix, and changes in the mix for specific types of operations.
bulletProfiles 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.
bulletIdentifies effective information sources for finding new floral vendors.
bulletProfiles buyer priorities toward vendor services and attributes, and reveals recent changes in floral-buyer priorities.
bulletDocuments 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).
bulletIdentifies "momentum" trends in floral business operations, product offerings, and marketing & merchandising emphasis.
bulletReveals 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).
bulletStudy 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).
bulletWhere 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)

bulletPre-Made Arrangements
bulletOther Cut Flowers & Greens
bulletPotted Flowering Plants
bulletPotted Foliage
bulletBedding/Perennial Plants
bulletGift/Food Baskets

Mass-Market Sourcing for Bouquets & Pre-Mades and Sourcing for Cut Flowers & Greens  (percent of category purchased from floral sources)

Floral Sources Measured

bulletMiami importers/bouquet manufacturers
bulletHolland direct
bulletSouth American farm-direct
bulletOther importers
bulletDomestic grower/shippers (including California)
bulletWholesale florists
bulletGrocery/service wholesalers
bulletOther sources

Floral Care & Handling Practices  (Percent of buyers that regularly use or apply practice)

bulletBucket sanitation
bulletWater purification
bulletHydrating solutions/dips
bulletFloral preservatives for processing/display
bulletRefrigerated coolers
bulletEthylene scrubbers/removers
bulletUnderwater stem cutting
bulletAnti-ethylene products (STS, ethyl bloc, etc.)
bulletFloral preservative packets for customers
bulletLeaf cleaning/shining
bulletAnti 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)

bulletStaff training
bulletFloral bar coding
bulletMore floral suppliers
bulletReducing display area
bulletCategory management
bulletProduct received by store-door delivery
bulletReducing labor hours
bulletUsing local wholesalers
bulletIncreasing profitability
bulletFewer floral suppliers
bulletIncreasing display area
bulletSouth American grower-direct buying
bulletPartnering with suppliers
bulletIncreasing labor hours
bulletBuying at lower prices
bulletUsing scan data
bulletBuying "wet packs"
bulletUsing 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)

bulletWedding sales
bulletDish gardens
bulletWire orders
bulletHoliday sales
bulletSympathy sales
bulletLarger bouquets
bulletInternet sales
bulletFoliage plants
bulletOccasion sales (birthday, etc.)
bulletFlowering plants
bulletConsumer bunches
bulletUnusual flowers
bulletCommercial sales
bulletNon-holiday sales
bulletFund-raising sales
bulletGift/ food baskets
bulletSingle stems
bulletBedding/ perennials
bulletLocal phone sales
bulletCross-merchandising sales

"Momentum" Measures in Floral Marketing & Merchandising   (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)

bulletVariety selection
bulletFreshness dating
bulletColor mix
bulletEnd-of-aisle displays
bulletLower prices
bulletFloral branding
bulletCare tags/ information
bulletHigher quality
bulletFrequent display changes
bulletLocal delivery
bulletHigher prices
bulletFloral displays throughout store
bulletLoyalty card tie-ins
bulletLocal color trends
bulletExpanded price points.
bulletSeasonal promotions
bulletBetter culling of displays for freshness

New for 2003 - Floral Operational Measures

bulletAverage square footage allocated to floral
bulletAverage gross margin on floral sales
bulletLabor costs as a percentage of total floral sales
bulletFloral sales as a percentage of total store sales
bulletNumber of SKU's in eight floral categories 

And much more in this marketing research report on CD.   2003 publication price was $395 - - Now only $195! ( US Dollars .  .  .  a $200 discount from the original release price! )  

Click HERE for details about our "Report on CD" offer.

Prince & Prince, Inc.  PO Box 2465,  Columbus, OH  43216-2465

phone: 614-299-4050;   E-mail: FloralMktResearch@att.net