Well my darling readers, I should be tucking myself up in bed after spending all day on my feet at the shop but I am so incensed I don't think Ill sleep a wink until I have had my say on this matter.
You don't need me to tell you that florists up and down the country are tearing their hair out in despair at the current (and yes I'm going to utter those fateful words) economic downturn . . and it seems that only the giant national companies seem to continue to rake in the dosh . . . Well I shall depress you further as the independent florist has taken another beating of late . . . but at the hands of the relay companies - the so called friend of the florist. It was brought to my attention on Facebook this evening that consumers are complaining on the Internet and unusually on money saving and comparison websites, that local florists are not delivering the product specified on the Internet. . . . and this isn't through shoddy workmanship (and I know of a few cases that would make your eyes pop) but because florists nation wide are struggling to fulfil unrealistic orders from relay companies because the florists are not receiving the the full paid value, which is then followed by VAT, Delivery charge (which might I add does not even cover a delivery to the village that the shop is situated at my workplace) and a labour charge. Whilst all of these are legitimate charges, they leave the florist with pittance for flower value and often resorting to reducing the quantity of stock used. What the consumers do not know is that whilst placing orders with a relay company might seem quick and easy and good value - actually what they are doing is just giving these companies reason to expand and exploit the real talent that florists have.
So I hear you cry, why don't these florists leave the relay company on the shelf if they are receiving such a raw deal? I will tell you why . . . because they are often pushed into a corner, and in quiet times rely on these orders to provide a small source of income and with the hope that the recipient will place an order with the florist instead of a automated system set up by people, who it clearly seems have never set foot in a florist shop nor have any real idea of what it takes to produce a good sturdy product.
What grounds do I have to say this? Well for one, I work in a florist that uses a relay company but my boss refuses to use the relay 'advertising' garb including any wrapping or promotional items, so that she may retain her own brand image, replicating the sentiment in the previous paragraph. So fellow florists, you do have a choice on this! You can say No!
Secondly, I have lost count of the phone calls to fellow relay members regarding an order without a lengthy decision ensuing regarding the 'rip -off' manner that these companies have. And this seems to stretch the length and breadth of the United Kingdom.
So Ive had my rant on the subject . . . but offered no solution . . So here it is, I propose a FLORIST'S REVOLUTION. I would personally like to see relay companies thrown into ROOM 101 for ever and a day, but whilst consumers continue to use them that will never happen. It once again falls the florist and the industry's governing bodies to educate the public.
1. If you feel you need or maybe even want to use a relay company, be sure to voice your PROFESSIONAL opinion on the services and products that are demanded of you - If its unrealistic and unfair then tell them and keep telling them.
2. Do make sure you thank your regular customers for choosing to buy local with a little gift from time to time. One good turn deserves another.
3. Be your own relay company but without the membership fees or referral fees. Make sure your website is well designed and easy to navigate. Offer a range of products that consumers can purchase direct from you online or over the phone. Your range, your look, your price points. This range need not be huge. Have a compact, well practiced and designed selection that showcases your signature look, your talent and what your business/personality is all about. Value for you - Value for the customer.
I don't claim that my simple suggestions will rid relay companies from the industry for good - in fact mostly likely far from it but hopefully offer some comfort and confidence to florists to go it alone and reduce our reliance on these bruts. Independent retailers are wanted and needed by the consumer to make sure they are receiving fairly priced, unique products produced by those who have years of know how and qualifications in the trade and fantastic one on one customer service.
I was horrified to read on the link http://forums.moneysavingexpert.com/showthread.php?t=4227271 that customers thought that buying flowers from supermarkets and department stores online was better!! They are produced by unskilled people in warehouses most of the time. But that is a topic for another day, along with them trying to break into the wedding flower and funeral flower market.
There I've said my piece, for now I can rest easy - but I would dearly love to hear your thoughts on the matter in the box below or on my Facebook page - A link can be found on the navigation bar to the right of the posts.
