 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 fullservice 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 bold
able to communicate a message in a split second
name 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 sequence

position 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 spaces


help 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 arrangements

must 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 designing


Storage 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