Introduction to the Floriculture Industry Mrs. Spradling Introduction to Floral Design Different types of flower shops serve different groups of the population: A shop should tailor its services to the needs and desires of the clientele in its area. Let’s review some of the common shop types… Full Service – Traditional Flower Shop o Products and services available include fresh flowers, blooming plants, balloons, gifts, silk and dried arrangements o This shop would also offer regular and special delivery, set-ups for special events, charge accounts and wire service Specialty Shop o Targets a specific need in the market by specializing in one segment of the industry o These shops would specialize in things such as weddings or potted plants o Many times they are located adjacent to a business that provides similar services Stem Shop – Cash and Carry o Offer a wide variety of flowers by the stem or bunch o Generally do not offer design services o Are often located in high traffic areas such as just inside a building or on the street Studio Operation o Concentrates on specialty and party work for an exclusive client base o May operate out of a warehouse without a storefront o Most sales are made by appointment or at the customer’s home or business Franchise Shop o Operated according to the rules set by the parent company o Franchise price is usually high; the owner may pay a portion of gross sales to the parent company o Franchise provides a business with instant name recognition Mass-Market Shop o Located in a general merchandise chain store or grocery store o Offer fresh arrangements, potted plants, balloons and stem purchases o Usually do not offer delivery Wholesale Florist o The link between the grower and the retail florist o The wholesaler purchases flowers from growers around the world and supplies them to the local retail shops o Wholesalers also supply plants, giftware containers etc. Job Opportunities in a Flower Shop o Present in nearly all towns of any size throughout the U.S. o Most are individually owned or family operated employing fewer than ten people Three areas for job opportunities in a retail florist shop include: o Owner/Manager o Designer and Designer’s Assistant o Sales and Delivery Owner/Manager: o Responsibilities will include hiring, training, supervising designer, salespersons, and delivery personnel o Managers may also plan work schedules, order supplies and flowers, coordinate sales promotion and advertising, and supervise or maintain shop records Manager: o Pricing products o Must have a good business background o They may also work as a designer and salesperson o Some managers may not take care of routine sales but may be responsible for pricing of weddings, receptions and large parties Designer: o Arranges floral and plant material in an artistic manner o Must have an understanding of basic design principles o Knowledge of flowers, their care and the needed supplies Usually One Head Designer: o That individual is responsible for assigning specific work to other designers o Making sales that involve special work o A difficult task, as the designer must estimate the amount of materials needed (if too few are ordered the shop will lose sales, if there are too many flowers on hand they must be thrown away) Designers are CRITICAL o The quality of their work will determine customer satisfaction o Happy customers mean repeat business Designer’s Assistant: o Training to become a head designer o Work with and observe the construction of a variety of floral designs o Usually coordinate the designer’s orders and keep all needed materials on hand o May prepare containers, select and wire flowers, and construct bows for arrangement Designer’s Assistant: o The assistant may fill out the card and delivery tag and prepared the product for delivery o Will become responsible for simple arrangements o Difficulty will increase with experience Salesperson: o Must deal in telephone and direct face to face sales o Effective salespersons have friendly attitudes…do you?? o Must have a thorough knowledge of flowers o Must know flower & plant care o Must be able to offer suggestions to customers Delivery Person: o This service is a convenience to the customer (it distinguishes full service florists from others) o Package orders and load flowers into delivery vehicle o Should be able to prepare damaged arrangements as necessary Training to work in a flower shop: o On the job training o Designer schools o Workshops provided by the state florist association or wholesale florists o This class! Are you… o Artistic? o Business-minded? o Friendly? o Excited to work with flowers?