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Eric Egberts, BloomyPro

"Less than 1% of the total flower assortment available in webshops for consumers"

Did you know that the flower world only sells 0.01% of its total supply of cut flowers to consumers via e-commerce? When you look at the bouquets of the top 3 players in e-commerce, you come to the conclusion that they only use around 40 families of flowers. There are a number of colour and varieties per family, which means that the world of flowers offers no more than 150 unique flowers to consumers in webshops. A thin contrast to the over 10,000 unique flowers that the auction trades.

The column below was written by Eric Egberts, founder of BloomyPro, and as his story shows, a proponent of (using) an as wide as possible assortment of flowers and plants.

The flower world is opposite world. In other branches (think white goods and fashion) you can order what you see in a physical store online. Even further: the online supply and options are even more plentiful in webshops than stores around the corner.

If this is a surprise to you, wait until you see what's next: Where is the creativity of the florist? Where is the distinctive energy of the store supplying the bouquets? Most florists take on jobs in which they show no freedom of creativity! Whereas in fashion you can put together your own shoes, it is almost impossible to order a personal creation.

Think of white goods again: a washing machine has no emotion. And yet webshops like Coolblue buy them with a lot of experience. "It's always something with a picture, price and button," says Coolblue boss and co-founder Pieter Zwart when talking about webshops during ING Business Boost. But "It's about the customer journey." The way Coolblue deals with the customer ensures the defining power and huge customer involvement in the brand.

The flower world can learn so much from this. Our branch is well suited for defining experiences. Flowers give feeling to the most emotional moments in life. With flowers you give love, comfort, happiness and so much more. This is the market where the experience is, but webshops aren't jumping into it.

I ask myself the question; when will florists offer a wider and deeper assortment? When will they really let their creativity loose and determine their own prices and margins? And does the florist make the best customer journeys possible?

For more information:
Eric Egberts
M: +31651388039

Publication date: 2/9/2018



Other news in this sector:

6/18/2018 The demand for seasonally grown British flowers
6/14/2018 US (TX): Houston florist buys directly from growers
6/14/2018 International interest for Aalsmeer Flower Festival
5/29/2018 These 6 florists will create installations for British Flowers Week
5/25/2018 Gold at Chelsea for chrysanthemum solar system
5/18/2018 Florensis takes over Osteospernum Dalina
5/18/2018 Theme Keukenhof 2019: Flower Power
5/16/2018 Saija Sitolahti wins Helsinki Open 2018 International Floristry Competition
5/16/2018 FleuraMetz partner of Floral Fundamentals platform
5/16/2018 US (NY): Huge bouquet decorates Broadway
5/16/2018 Danziger launches International Gypsophila Wedding Challenge
5/14/2018 Florint partners with Korea’s Goyang International Flower Foundation
5/14/2018 Russian Florist Cup highlight at upcoming FlowersExpo
5/7/2018 Royal wedding flower predictions
5/1/2018 Chinese florists' growing IPR awareness
4/27/2018 US: Floral Designer Rene van Rems on decorating Field to Vase Dinner
4/17/2018 Bloomon expands to France
4/13/2018 British Flowers Week competition launched at the Garden Museum
4/11/2018 British florist sources flowers from Holland
4/10/2018 "Business won't be blooming for florists after Brexit"


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