Floral Shop Positions

Plant: GingerTerm: Wire Service

Ginger

• Genus Name: Alpinia• Availability: year-round• Color: red, pink • Flower form is distinctive, with a long-

lasting, shiny flower head. • Submerging entire stem and flower for 15-

20 minutes in lukewarm water will restore appearance if dehydrated.

• Large form flower: Thick flower stem provides up to 36 inches of length.

• Longevity: weeks 2-3• Sold by stem, $2.00

Wire service:

• Transfer of an order from one shop or the internet to another shop for fulfillment of the order

Wire Services

• Retail Florists pay a fee to join a wire service• Delivering florist makes ~60 - 70% of the order• Wire Service or ordering florists get a percentage.• Must agree to stock flowers & containers for basic

menu of designs

• “Order gatherers” are websites & 1 800 numbers that consolidate orders and send them out to shops for fulfillment

Job opportunities in the retail flower shop• Present in nearly all towns of any size

throughout the United States.

• Enables people to work with flowers as well as the emotions that they represent

• Flowers add a feeling of warmth and welcome to any room.

Retail Floral Businesses

• Most are individually owned or family operated employing fewer than ten people

Six distinct roles and responsibilities

Owner

Manager

Sales

Design- Design Assistant

Delivery

Accounting

1. Owner/manager

• Hiring, training, & supervising the designer, salespersons, and delivery personnel.

• Managers plan work schedules, order supplies and flowers, coordinate sales promotion and advertising, and supervise or maintain shop records.

Owner/manager

• Pricing and profit control is also a responsibility of the owner/manager.

• Owner/managers must have a good business background.

• They may also work as a designer and salesperson.

• Some managers may not take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.

2. Designer

• Arranges floral and plant material in an artistic manner.

• Must also have an understanding of basic design principles with some artistic/creative ability.

• Knowledge of flowers, their care and the needed supplies.

Designer

Designer

• Larger shops will designate one person as the head designer.

• That individual is responsible for assigning specific work to other designers.

Designer• Responsible for making sales that

involve special work such as weddings or large parties, order flowers and supplies.

• Must estimate the amount of materials needed. – If too few are ordered the shop will lose

sales, – if there are too many flowers on hand they

must be thrown away.

Designer

• Must have a thorough knowledge of flowers, flower care, plant care, and floral designs.

• Must be able to offer customers appropriate suggestions.

Designers are critical to the retail business. • The quality of their work will determine

customer satisfaction.

• Happy customers mean repeat business.

Showroom Layout

3. Designer’s Assistant –.

• A person training to become a designer • Work with and observe the construction of a

variety of floral designs. • Usually coordinate the designer’s orders and

keep all needed materials on hand. • May prepare containers, select and wire flowers,

and construct bows for arrangements.

Designer’s Assistant

• Fill out the card and delivery tag and prepare the product for delivery.

• As the assistant gains experience they will be responsible for simple arrangements

• Difficulty of orders will increase with the amount of experience.

4. Salesperson

• Must deal in telephone and direct face to face sales.

• Effective salespersons have a friendly attitude.

5. Delivery Person –

• This service is a convenience to the customer. It distinguishes full service florists from mass-market florists such as those in some grocery.

• Mustr package orders and load flowers into the delivery vehicle.

• Should be able to repair damaged arrangements if necessary.

How do you prepare for a job in a retail shop?