Today Show Compares Local Florist to Online

On NBC's Weekend Today this past Saturday, anchor Amy Robach and CNBC reporter Vera Gibbons featured a story about Tricks of the Trade - What Your Florist Won't Tell You. (video)

The consumer advice segment included a comparison of two arrangements - both costing $50 - with one being purchased from a local florist and the other being ordered through an online or 'virtual' florist.

The $50 local-florist-ordered bouquet is on the left, the 'virtual florist' design on the right.

Some would assert (mostly marketing firms and 'online only' florists) that there's no difference between purchasing direct from a flower shop located in the community where the flowers are to be delivered and a 'virtual florist'. Arguments typically run along the lines of comments made by Russell of InfoCommerce Group:

"Florists have several elaborate national networks that allow them to accept orders for prompt delivery anywhere in the country. The customer doesn't know who fulfilled the order at the distant end, and the customer doesn't care."

"What seems most important is not the actual physical location of the retailer, but whether or not they can deliver on the promises they make to their customers. The florist business can do this."

Perhaps Russell doesn't realize there are typically $12-$15 service charges when going through most 'online florists'. Sometimes the fees (called 'shipping charges' or 'service charges') are added above the price of the flowers and local deliver, and sometimes they're deducted from the total budget. On a $50 order, the consumer may only end up getting $30 in flowers after the service fee and local delivery charge are deducted.

We have no way of knowing if the fees reduced the overall value of the 'online florist' flowers in the Today Show comparison test, but we do know dollar-for-dollar that local florists provide more flowers for the budget. And as Vera Gibbons said, regardless of which ordering route a consumer goes, a local florist will be making and filling the order.

In discussing the Today Show segment, fellow florist Erlene LeBorgne of Rosemont Floral pointed out:

We thought on the whole the report was very informative for consumers, but we are a bit confused as to the subtitle of the report. Any reputable florist is willing to share the same information with their customers and to educate their customers on care and handling of the flowers after purchase.

In other words we WANT you to know, and we're happy to share information with you!

Informed consumers are happier customers and happier customers are what any business wants. Perhaps a better subtitle would have been "Here's What Your Local Florist Wants You to Know".

She's right. Local florists do want you to know. There is a difference.