Floral industry: a collective term for the people and business entities engaged in the production, promotion, and sale of floral products and related merchandise. Aspects of the floral industry include growers, wholesalers, retailers, transportation, product-development, manufacturing, freelance designers, educators, allied associations, publications, wire services, etc.

Florist: a person or business entity associated with the sale of flowers, plants and other related products. 

 

Retailing: the business of selling goods obtained from a wholesaler or other supplier to the consumer

Wholesaling: one who buys flowers, plants, and/or related products from growers, brokers, and manufacturers.

Logo: a graphic representation of a name, brand, symbol or trademark, designed for easy and definite identification and recognition.

Wire service: a commercial organization whose primary function is to administer the handling of wire orders between member florists. Referring to the transfer of floral design orders from one shop for delivery by another shop.

Full-Service flower shop: a floral shop that provides every floral product and service needed by customers, including delivery and wire service.

Specialty flower shops: a floral shop that targets particular floral needs, such as weddings, high style designs, or everlasting designs.

Limited-service flower shops: a flower shop characterized by little or no added service and products; for example, a floral department in a grocery store.

Flower merchandisers: a retailer specializing in loose cut flowers sold by the stem or bunch who generally does not provide design or delivery services.

Free-standing flower shop: a shop in a single unit building.

Strip-center flower shop: combines several businesses that adjoin one another and make up a small shopping complex.

Shopping mall: floral shop found within a shopping mall.

Business complex: often combine the full-service features needed by business accounts with merchandising loose fresh flowers for personal, office, and home use. Clearly defined customer base determined by immediate tenants.

Downtown location: usually long-established businesses, building adjoin each other, but have own store front.

Floral department: supermarkets and mass merchandisers with aggressive flower merchandising programs. Usually prepackaged assortments. Some may have complete floral services.Mass merchandiser: a retail enterprise that

seeks to sell large quantities of goods quickly by means of discounting, customer self-service or unadorned display and packaging.

Display area: purpose is to capture attention and motivate people to buy. Four primary goals:

attract attention create interest turn interest into desire generate sales

Window display: communicate visually with people who pass by the shop. bright and boldable to communicate a message in a split

secondname of shop prominent and easily read influence viewer to stop and then to entice

this prospective buyer to come into the flower shop

In-store display: product presentation should move the customer through the store in a preplanned sequenceposition the display refrigerator with fresh

flowers at the back of the store attraction pulls the customer through the store show full range of services offered by the florist

Vignette: refers to displaying or grouping similar types of merchandise for maximum visual appeal

Customer service area: sales counter and consultation spaceshelp customers make selections and

purchases includes space for telephone sales, fax, and

computer orders

Design work area: area within the floral shop where designers make arrangementsmust be with tools and supplies organized

and at hand

Storage area: area where seasonal and extra supplies are stored Inventory: the items available for sale by a

business at a given time, including the raw materials on hand used to produce completed items for sale

Perishables: items such as fresh cut flowers or living plants that are subject to spoilage or decay

Hard goods: nonperishable staples, supplies, or inventory items, such as baskets, vases, ribbon, etc

Refrigeration area: fresh cut flowers and foliage are stored before and after designingStorage refrigeration: large walk-in storage

coolers hold flowers in buckets of preservative solution for use in arrangements, store boxes of fresh greenery, and keep arrangements cool and fresh while awaiting delivery

Display refrigeration: form of visual merchandising. Exhibit flowers by the stem, floral arrangements ready for sale, and floral arrangements ready for delivery

Accounting/Business area: space designated for paying bills, ordering flowers, paying wages, sales planning, etc.

Owner: may or may not work in shop Manager: oversees day to day

operations of floral shop Sales: customer service, selling Design: design arrangements for

delivery or sale Delivery: deliver floral arrangements Accounting: take care of paperwork of

floral shop