Floriculture. The retail florist industry n has been promoting the use of flowers n not just for...
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Transcript of Floriculture. The retail florist industry n has been promoting the use of flowers n not just for...
Types of Flower Shops A shop should tailor its
services to the needs and desires of the clientele in its area.
Examples Products and services
available would include fresh flowers, blooming plants, balloons, novelty giftware, and silk and dried arrangements.
ExamplesA full service shop would
also offer regular and special delivery, set-ups for special events, charge accounts and wire service.
Specialty shop – targets a specific need in
the market by specializing in one segment of the industry.
Specialty shop These types of shops would
specialize in things such as weddings or potted plants. Many times they are located adjacent to a business that provides similar services.
Carriage Trade Shop May offer the same
services as a full service shop but prices are higher. A Carriage trade shop must understand the life styles of its clients.
Stem ShopGenerally do not offer
design services. Are often located in high traffic areas such as just inside a building or on the street.
Studio operation May operate out of a
warehouse without a storefront. Most sales are made by appointment or at the customer’s home or business.
Franchise shop – usually purchased from a
parent company operated according to the
rules set by the parent company.
Franchise shopFranchise price is usually
high; the owner may pay a portion of gross sales to the parent company.
Mass-Market shopOffer fresh arrangements,
potted plants, balloons and stem purchases. Usually do not offer delivery.
Wholesale florist
The wholesaler purchases flowers from growers around the world and supplies them to the local retail shops.
Job opportunities in the retail flower shopPresent in nearly all towns
of any size throughout the United States.
Three areas for job oppsOwner manager – responsibilities will include
hiring, training, supervising designer, salespersons, and delivery personnel.
Owner ManagerManagers plan work
schedules, order supplies and flowers, coordinate sales promotion and advertising, and supervise or maintain shop records.
Pricing of product and profit control is also a responsibility of
the owner – manager. Owner – managers must have a good
business background. They may also work as a designer and
salesperson. Some managers may not take care of routine
sales but may be responsible for pricing of weddings, receptions and large parties.
Owner ManagerSome managers may not
take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.
Designer’s Assistant – a person training to
become a designer. Work with and observe
the construction of a variety of floral designs.
Designer’s Assistant
Usually coordinate the designer’s orders and keep all needed materials on hand.
Designer’s AssistantMay prepare containers,
select and wire flowers, and construct bows for arrangements.
After the arrangement is complete the assistant may fill out
the card and delivery tag and prepared the product for delivery.
As the assistant gains experience they will be responsible for
simple arrangements. Difficulty of orders will
increase with the amount of experience.
Designer – arranges floral and plant
material in an artistic manner.
Must also have an understanding of basic design principles.
Most shops designate one person as the head
designer. That individual is responsible
for assigning specific work to other designers.
The head designer will also be responsible for
making sales that involve special work
such as weddings or large parties, order flowers and supplies.
The head designer the designer must estimate
what materials are needed. If too few are ordered the shop will lose sales. Left over flowers are thrown away
Designers are critical to the retail business. The quality of their work will
determine customer satisfaction. Happy customers mean repeat business.
Salesperson – must deal in telephone
and direct face to face sales.
Must have a thorough knowledge of flowers,
Salesperson flower care, plant care,
and floral designs. Must be able to offer customers appropriate suggestions.
Delivery Person – this is a convenience to the
customer. It distinguishes full service florists from mass-market florists such as those in some grocery stores.
Training for a job in the retail flower shop:On the job trainingDesigner schools and
workshops provided by the state florist association or wholesale florists.
Necessary skills for a career in the
floriculture industry include
– artistic ability, business background, and a love for working with flowers.
Many designers begin training in high school
or post secondary vocational programs. There are many floral design schools throughout the nation.