5 Reasons the floristry industry has plenty of room to grow digitally
by Gyöngyvér Szabó I plantconfident.com
The more chance I got to work with clients from floristry, the more precise the image became for me: they are genuinely hard-working people in such an exciting industry.
In Hungary, they're mostly tied to international (via the Netherlands) and then to national trade; local farmers are still scarce. The core of their business model evolves around product availability at central flower markets, and their schedule depends on a myriad of logistics issues.
These are the reasons I find floristry fascinating and think there's plenty of room for digital innovation in the area:
Working with alternative, even local suppliers or cutting the middlemen - national wholesalers - leads to unique business models and helps break the traditional cycle 80% of the industry is following. Cut-to-order models should become a standard, and eCommerce is the most suitable way to moderate the customer demand for flowers.
It could become an image-led industry, similarly to hospitality, tourism or gastronomy. However, the potential of high-quality branding and photography is still to be harnessed.
The market is not saturated enough. Modern florists can stand out from the triage of the traditional florist, the event florist and the supermarket florist.
Given the impermanent nature of its product, building up a high customer lifetime value still presents a significant challenge. Subscription and gifting models can be involved in marketing to help with that.
Digitalising the customer journey in floristry has soooo much potential untapped. It's never too late to improve the user experience of how people buy flowers and plants online.
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snippets. short essays about the ins and outs of creating and delivering value digitally.