But hey, they have great Web sites and lots of choices, and the orders go to a local florist, so you are helping a local business, right? Wrong!These Web sites are what the florist industry calls "order gatherers." Now, I know it is easier and more convenient to do everything on the Internet — but here are the top five reasons you should pick up the phone to call your local florist instead.1. Cost. You think you are getting a better deal online. Wrong again!Example: Adozen rosesfrom the order gatherers will cost anywhere from $69.99 to $75, and more for Valentine's Day and Mother's Day. Then you will be charged an additional service fee of $13 to $15. You think this covers the cost of the delivery, but it does not; the local florist never sees a dime of this service fee. So you end up paying anywhere from $83 to $90 for a dozen roses.Most local florists will sell you a dozen roses in a vase for $54.99 to $64.99, plus an industry average $10 delivery fee. So the most you ever should have to pay is $75 for a dozen roses, delivered — barring any special additions. Ahh, savings.2. You are not getting the most for your money.Consumers must understand the basics of thefloral industry. We factor the cost of flowers according to a formula we call "fill to value."The florist takes the amount the consumer is willing to spend on an arrangement, subtracts the retail value of the vase or other container, deducts 20 percent to 25 percent for labor, and what's left over pays for flowers at retail value.In the example above, you just paid the order gatherer $90 for a dozen roses. The order is sent to a local florist — but all they send is the $75 you paid for the roses, not the service fee. The florist pays for delivery ($10 is the national standard) the container ($4 for a normal vase) and $15 for labor. That leaves $46 worth of flowers, for which you just paid $90.Now do the same math for the local florist. You end up with the same value in flowers, but you just paid $15 less.No brainer, duh.3. Order gatherers know nothing about flowers.They are minimum-wage workers who sit at computers, definitely not florists. Have a problem or question about your order? Good luck! Order gatherers have no idea what the local florists have in stock; they are middlemen. So why not go directly to the source? Remember the adage, the shortest distance from point A to B is a straight line. Local florists can tell you what they have in stock, find out exactly what you want and make sure you get it.4. You are not helping local florists. In fact, it's just the opposite. Florists pay membership fees to the order gatherers ranging from $54.99 to $150 a month, technology fees of $80 to $100 a month, and many other outrageous suffocating fees.Now take that $90 order for a dozen roses you just placed, of which the florist received $75. You say to yourself, "Hey, the florists are getting what they want for the roses either way."Wrong again!Now for some second-grade math; order gatherers keep not only the service fee paid by the customer, but also 27 percent of each order they receive, right off the top, plus $4.50 in other fees. That leaves me with $50.25 from a $75 order.The retail industry standard for labor is 20 percent, and the standard on the cost of flowers is 40 percent. So take 60 percent from the $75, which means the florist's cost of labor and flowers is $45. That leaves a margin of $5.25 — the difference between the net $50.25 I receive from the order gatherer and my $45 in direct costs.That's a profit of 7 percent on an online order — before considering the cost of rent, utilities, insurance, fuel, etc.Local florists throughout the country are going out of business because of this. If all your local florists go out of business, who will fill your online order.Not me!5. Support your local businesses!Why do local florists put up with this? Well, more and more aren't. They're canceling their connections with the order gatherers because they are fed up with them driving us out of business.So next time youGoogle"florist," call a real local florist. Yes, it may take more time, be less convenient and require communication skills that technology has eroded. But you can do it.
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