While reviewing a recent survey from Society of American Florists, we noticed they included the term “order gatherers” as a reason for increased competition. Seeing them referred to by that title almost suggests a feeling of legitimacy to what they do.
Would you agree with the fact that every retail florist is an order gatherer? Order gathering itself is not the problem; DECEPTIVE order gathering, though, is an entirely different story. One simple word makes an extremely big difference in this case.
- Deceptive order gatherers rely on misrepresenting locations in order to attract orders, and they do it at the expense of your shop and your customers. Not only are they taking a cut of your profit for themselves, but they are also damaging your reputation by attaching your name to inferior flowers and deplorable customer service.
- Every time an Avas, or a Wesley Berry acts like he is in your town and processes an order (and even sends it back to you), your customer, unfortunately, thinks they are shopping with you! Any broken promises or disappointed customers are now your problem to handle – and there WILL be plenty of upset customers who have no idea that a third party took a cut of their money for themselves.
What’s really at stake here are consumers losing trust in the integrity of our industry. What’s the solution? Educating our customers and letting them know that we can take care of their orders for them – not only locally, but anywhere across the country.