’German florists want to see, touch, and smell’
How is business?
’Our sales are still growing a little each year, but the growth is less than it was ten years ago. But we are thankful that sales are at least staying roughly the same. We have been on this route in Northern Germany for almost forty years now; I myself have been doing it since 1999. We supply the florists in the higher segment, so not the dump stores where price is all that matters. The price still counts for our customers, but their focus is on quality. Roses and gerberas are our main products.’
Do your customers use your web shop?
’Hardly at all, to be honest. Our customer base consists of the high-end florists, but they are not necessarily the customers with a feel for technology. Even the youngsters rarely order online. The vast majority wants to see the flowers, touch, and smell them. They are glad we park a truck filled with flowers in front of their doors twice a week, so they can pick and choose on-the-spot.’
Is that typical for Northern Germany?
’I think so, you might call their mentality a bit old-fashioned, but for us as wholesale floral suppliers, it certainly is an advantage. They appreciate the personal contact. Germany is way ahead as far as Internet sales are concerned, but they would rather decide on their choice of flowers once they have seen the product. And our customers are not that advanced when it comes to technology. I still receive faxes on a regular basis, although WhatsApp is gaining in popularity.’
What will the future be like for a wholesale floral supplier?
’As our customer base is getting younger, they will start to purchase more via the web shop in the future. Our company is ready for this; all our customers have a password, and can get started. The web shops offer them a wide range of products. It doesn’t help though when customers don’t know the names of the flowers; that slows down the process. They order “the same red rose as last week.” Personal contact will always be important.’
Jason Walters
Company: Jason Walters Bloemenexport, Rijnsburg
Function: Director
Main market: Northern Germany
Purchasing: through the auction, remote-buying, and off-nursery.
Number of employees: 5
