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.
A comprehensive report on CD, 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 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