Florists primarily active on Facebook according to Florists Panel01 March 2016
How can we reach and inspire florists better? This is a question commonly asked by growers. We in turn asked our Florists Panel.
Florists Panel: oracle for growers and buyers
Via Florists Insight (our Florists Panel), Royal FloraHolland asks florists from the Netherlands, the UK, France and Germany about a range of topics. There are about 400 florists involved from each country. The aim is to expand this group to 1,500 florists per country.
The Florists Panel receives a questionnaire from us at least 4 times a year. Growers and buyers can also suggest topics. This time we asked about the florists' online and offline behaviour.
Florists active online
Florists are apparently often active online, both for their work and personally. Over three-quarters of the participating florists consider the use of online means to be important or very important for their business. They use online means to promote and sell their products, search for product information and purchase products. They spend on average 1 hour a day on these tasks.
Facebook is a favorite medium and plays an important role for the florist, 80% is active on it. It is used primarily to share promotions with consumers and as a source of information and inspiration regarding trends and new products. They use Twitter, LinkedIn and Pinterest much less.
They are inspired by specialist magazines and trade fairs, especially Trendz and the Royal FloraHolland Trade Fair. To purchase products, they use the supplier's channels (online).
Company website: for online orders
Most florists have a company website. It is primarily visited by consumers. They look at the assortment on offer in the shop and place their order online. They also search for practical information about the shop, such as contact details, history, and figures and facts. The florist uses the company website to a lesser extent for promotional purposes.
Would you like to know more?
Would you like more information about Florists Insights? Or do you have a research question that you would like answered? You can submit your suggestions or questions to our Customer Services.
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