Flower delivery is a service in floristry. In many cases it is conducted through websites which allow consumers to browse online catalogues of flowers. They are often delivered to a third party, the recipient of the gift. Historically, these were coordinated through telegraphs and later telephones before the advent of the World Wide Web.
Services are broadly divided into four categories:
Local florist websites offer arrangements and bouquets for direct delivery in the geographic area physically serviced by their companies’ own vans and personnel. This service is also known as “hand delivered” and has the advantage of presenting shoppers with the precise items available for delivery on a same-day basis. Local delivery charges are generally displayed as a separate fee from the price of each product.
Order brokers are third-party agents that display arrangement and bouquet product images and then transfer orders to affiliated local florists for fulfillment and hand delivery. Order broker customers pay additional service fees as well as local delivery charges, which are generally included in the price displayed with each product. Orders are sent to local florists for fulfillment via a floral wire service. The advantage of this service is the consolidation of purchases for delivery to multiple locations through a single website. The disadvantage is the customer cannot see or pick the fulfilling florist.
A relay service, often referred to as a relay florist, is a website where a person or organization procures a purchase order between a consumer and itself instead of the order being placed directly with a local florist in the delivery area. The relay service collects payment for the order; however, as the relay service normally cannot fulfill the order itself unless the delivery is local to the location of the relay service, it relays the order and payment to a local florist in the delivery area, minus a commission.
Courier-delivered flowers (also sometimes called grower-direct or Flowers By Post) are assembled into bunches at the farm or in the warehouse of an importer or distributor; they are then placed in cardboard boxes and shipped direct to the recipient via overnight couriers. The advantage of such a service is that because the flowers are shipped from the farm or importer they can be fresher although temperature fluctuations en route and shipping conditions may negate the benefit.
Get ready! Something really cool is coming!