INTERVIEW
stroemerias, Carnations, Mini-Carnations, Pompons, Fillers, and Greens. The reason behind it is simple – that is where the volume is. With high volumes to source, our muscle to negotiate with the best players in the industry grows, and that translates into access to the best and latest varieties, best practices, and overall best customer service. In the end, those are benefits we always pass on to our shops. In terms of profitability, the staples add the most to our bottom line.
Q: Which are the best-selling colors? And in which season are you receiving the highest volume of orders?
A: We receive the highest volume of orders during Valentine’s Day and Mother’s Day; however, we move a decent amount of flowers during Easter, Thanksgiv- ing, and Christmas and even during non-traditional times of the year via promotions and incentive pro- grams. When it comes to colors, it depends on the season. However, red, lavender, and pink are espe- cially strong colors for us year-round.
Q: In how many countries does Teleflora offer on- line service and in which country is the fastest growing business and why?
A: Teleflora operates across the U.S., including Ha- waii and Alaska. In terms of growth, we have ac- complished most of our goals consistently even in a struggling segment of the market like the one we dedicate our efforts to: the retail florists.
Q: The whole world is being operated with the help of Internet. More and more people are shop- ping in the virtual shops. Why people prefer to buy flowers online?
A: There is a segment of the market that prefers not to deal with too many unknowns when making a floral buying decision. The online experience gives them a good visual on the options: a photo, a price, and a delivery date – it is quick and easy. If they have to go to a shop or a supermarket, the decision be- comes more complex: cutting stage, length, variety,
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We are convinced that a good assortment is built based on both good performing vari- eties and the latest and most exciting ones.
container, etc.
Q: There are different lifestyle and economic trends that affect the floriculture industry. Which of them has the biggest impact on your business?
A: In my opinion it is a combination of both. Buy- ing trends have changed over time, and today’s con- sumers have access to several options to get their flowers: retail florist, supermarkets, and online mar- keters. So customers have options, and they have become smarter at choosing products, prices, and places to shop. The retail florist segment has also been hit with all that competition, but they have be- come better at sourcing their product and lowering their costs in order to stay relevant in the market- place.
Q: What are the biggest challenges you’re facing in your business right now?
A: Price has always been a major issue as the market has become an aggressive place, and staying com- petitive could be challenging. The good news is that our partnerships with excellent suppliers have al- lowed us to stay relevant in the market.
Q: Which opportunities do you see on the hori- zon?
A: The biggest opportunity we have identified has to do with our product. We have re-defined our product strategy by selecting not only high qual- ity “staples,” but also the best varieties within those staples. We are convinced that a good assortment is built based on both good performing varieties and the latest and most exciting ones. SCF
www.SelectaCutFlowers.com FloralNews 5 4
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