Direct2florist.com , WFFSA and Steven & Son Wholesale Florist Join Forces
to Support Traditional Retail Florists

The profitability of traditional retail florists has been decimated by an over abundance of discounted orders and an increasing number of consumers going to the Internet to purchase flowers.

Through WF&FSA, wholesalers are taking action and investing in a program to help traditional retail florists receive orders that are not discounted and to make them competitive on the Internet. The traditional retail florist remains the key customer base for wholesale florists in the United States and Canada.

Direct2florist.com allows consumers worldwide to place orders online directly with a local florist, and provides florists with orders that have not been discounted. Founded by former British florist John Stirling and his son Simon, Direct2florist.com has been operating successfully for nearly a year.

Direct2florist.com is available to florists in the United States and Canada thanks to a unique partnership between Direct2florist.com and WF&FSA. WF&FSA will manage the program in the United States and Canada.

“WF&FSA sees Direct2florist.com as an opportunity to help traditional retail florists,” said Dave Garcia, WF&FSA President and President of the Pete Garcia Company in Atlanta, GA. “The fate of floral wholesalers is closely tied to that of the traditional retail florist. Direct2florist.com will have an impact on the profitability of retail florists. Florists will instantly be e-commerce capable, will receive 100% of the flower value, have complete control of products they sell, prices and delivery areas, and they will get paid when the order is delivered. The risk to the retail florist is minimal and the potential gain is tremendous.”

“Direct2florist.com could very well become the #1 consumer flower ordering website worldwide”, said John Stirling, President of Direct2florist.com. “We are delighted that WF&FSA will direct efforts of the Direct2florist.com program in the United States and Canada while we work to expand Direct2florist.com worldwide.”

Direct2florist.com does not replace what florists are already doing. It is designed to supplement and enhance current marketing efforts of retail florists. It immediately makes retailers fully e-commerce capable. If a florist already has a website but can’t take an order on it, they can just link directly to their page on Direct2florist.com.

A consumer anywhere in the world can go to Direct2florist.com and select a country. In the U.S., the consumer can then search for local florists by city or zip code.

The consumer will see photos of participating florists serving that area and up to 40 products that each florist offers with a delivered price. Once the consumer selects a florist and the product, they submit a credit card for payment. They pay the florist’s delivered price plus a nominal transaction fee.

The florists are immediately notified that they have an order. The florist is told what was selected, who it goes to, what message should be included and when it should be delivered. The florist then confirms receipt of the order with Direct2florist.com. When the order is delivered, the florist notifies Direct2florist.com and payment for the delivery is sent to the florist.

Consumers will pay a nominal transaction fee with each order. The money from the transaction fees will run the operation and will also be plowed into consumer promotion, which will be industry guided. The consumer promotion will be designed to drive more consumers to the site and to traditional local florists.

Cost to the retail florist is minimal. There is an annual membership fee. The introductory offer is $200 a year which is less than $17 a month. The 12 month subscription does not start until the florist receives their first order.

Signing up is easy and straightforward. Florists can have their page up and running in minutes. To sign up, visit www.Direct2florist.com. Click on the words “Florist Signup” at the bottom of the page, then click on the U.S. or Canadian flag and follow the instructions. Only traditional florists will be allowed to participate.

WF&FSA believes that Direct2florist.com has a strong consumer message; however, Direct2florist.com will not discourage consumers from buying flowers from other sources. All floral purchases are good for the industry.

Stevens and Son only sells to professional florists with a state tax ID number. We do not sell to retail consumers.

Stevens and Son Wholesale Florist
14022 W. 54th Avenue - Arvada, Co. 80002-1516
303-279-6254 | 800-826-7798 | Fax 303-279-3794
sales.assist at stevensandson.com
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