At 29 years old, I feel like I am young enough keep up with ever changing social media and old enough to know when to listen to someone older and wiser, even though he has long passed away.
Before we begin, if you don’t know what an order gatherer is or are unfamiliar with how wire orders work, then please read “What is a Order Gatherer and Why is it a problem?”
Florists around the country have been frustrated in recent years with the state of our industry. With more and more consumers buying online, order gatherers are forming and confusing consumers. Order gatherers advertise online in a way that makes them appear to be a local flower shop, even though they are not. They sell orders undervalue and expect your local florist to fill and deliver the order. Sadly, most florists are unable to break even on the cost of the bouquet and delivery service provided.
The filling florist has two choices: fill the order as close as possible to the product ordered at the price point provided or reject the order citing “undervalue” as an explanation as to why they can not fill the order. If we get a wire order from another florist and it is under value, we reject the order. The problem is, if the order gets rejected too many times, order gatherers have been known to take the original specific bouquet request and replace it with a more general and open bouquet request. This helps to get the order filled and delivered, however the customer who selected a specific bouquet will most likely be disappointed. Because of the lack of communication and customer service of order gatherers, disappointed customers make the assumption that no florist can be trusted and they will never have delivered what was ordered.
So, What does this have to do with Jim Arbogast? In November of 1967, Jim sent out a letter on behalf of his florist, Arbogast Floral Company, across the nation to all of the current FTD florist members. In this letter he included a minimum price list for items such as: fresh flower bouquets, blooming plants, fruit baskets, funeral arrangements and so on. He noted that his florist sold only arranged flowers, no boxed or loose flowers. (We also practice this) He also said the following:
“We suggest you ‘Sell Up’ on all orders -- Get a price better than minimum to insure customer satisfaction...we [are not] a part of a fraternal group. We are organized for profit -- We expect profitable orders. We will send you orders at least as good as our minimums -- We expect similar reciprocity! Please do not call us for orders for less than our prices listed in this letter. PROFIT OR PERISH! We wish you a profitable holiday season! “
After speaking with my dad (Patrick Gillespie) and Walter Metz of South Florida School of Floral Design, I found out that Jim Arbogast was frustrated with getting orders from other florists that were overpromised and undervalue. All too often when he would fill these orders, the sending flower shop would contact Jim, requesting a replacement or refund because their customer was dissatisfied with the size or content of the product. He was also tired of calling flower shops “on his own dime” (long distance was not “free” in the 1960’s) to explain why he was unable to fill their order. So, in frustration, he sent out the letter mentioned above.
Although many years have passed since 1967 and wire services have tried to fix the problem of selling undervalued product, the problem still remains. It just comes from a different source. That is why Jim Arbogast didn’t like order gatherers, he just didn’t know it! I know that my dad feels frustration when he is trying to educate others about the problems in this industry I wonder if that is how Jim Arbogast felt, too? I wish Jim knew that his letter, written 45 years ago, was impactful enough for at least a few people to save it for future reference. My dad and Walter Metz still refer to Jim’s letter today (parts of which I have scanned and posted on this blog)!
Today, most wire services have minimums for bouquets, plants, etc. This does help to a point with receiving undervalue orders. Occasionally, order gatherers send orders that meet the minimum for a bouquet however do not include monetary consideration for delivery service or over promise the content of a bouquet at the minimum price. For example, our minimum for bouquets is $30.00. This is a small bouquet, appropriate for a desk filled with utility flowers, such as carnations, alstroemeria, daisies, and/or accent flower. An order gatherer might request a medium or even a large bouquet, filled with premium flowers, such as lilies and roses at the $30.00 price point.
Every flower shop deals with order gatherers differently. This is subject is debated 24/7 on online forums and groups for florists across the country. Some have completely dropped out of wire services, making it harder for them to send orders across the country and almost impossible to send out of the country. The biggest downfall to this choice, is the florist loses all of the advantages a wire service can provide; such as ecommerce website, Point of Sale computers and programming, selection guides and more. Some florists stay with their wire services (sometimes more than one) and accept every order that they get and do the best they can for the recipient no matter how little money allotted. The biggest downfall with filling undervalue orders is that the florist will be losing money and will ultimately fail. Many florists, like us, maintain one wire service and closely examine the orders we accept. Reciprocation is important to us at Gillespie Florists. For example, if a florist in another city and/or state fills an order for us and takes care of our customer as we would, then we want to do the same for them. Order gatherers cannot reciprocate!
How each florist deals with order gatherers is up to them. Perhaps more importantly, how do you, the consumer, deal with order gatherers? How do you make sure that every dollar you spend is represented in the product and service that you receive? Educate yourself! Call a REAL florist and find out exactly what product and service you will receive for your money. Customers have told me our prices might be a bit higher than order gatherers, but they always get exactly what they ask for and are never disappointed. I have customers call me and say the bouquet was even more beautiful than the picture!
Here are some resources for you:
How do you know if you are talking to a REAL florist? CLICK HERE to find out.
Here another Flower shops opinion on Order Gatherers & wire services. CLICK HERE to find out.
Learn the difference between Order Gatherers and Drop-Shippers. CLICK HERE to find out.
Here’s even more on the subject of Order Gatherers and wire services. CLICK HERE to find out.
Also, read about how some funeral homes are adding to the confusion. CLICK HERE to find out.
