The money flow would go something like this. The florist or order gatherer who takes the order gets 20% of the order + service charges. The wire-service receives a 7% cut and also charges a monthly fee to florists or order gatherers within their directory. The delivering florist would have to fill the 100% of the order with only 73% of the money. The system used to work fine because the number of wire-ins (received orders) and wire-outs (orders transfered) would balance out. Now, the shops perform less wire-outs because customers rely on the internet to place orders. Online, order gatherers pose a threat to the florist community, because they do not provide any service. They only gather orders and sell the information!
How Order Gatherers Trick Consumers
Montreal Roses Example
Paul would like to buy half a dozen roses for his grandmother. Paul lives in Montreal and his grandma lives in Toronto. He has three options:
- Buy the roses in Montreal and drive to Toronto.
- Order the flowers to be delivered through a Montreal florist.
- Place the order with a florist in Toronto.
Order Gatherers take advantage of the system. They optimize their websites for specific areas and gather orders. They do not even need to be florists. They must only present themselves as such to get 20% profit on any single delivery order they receive! In addition, order gatherers often do not explain to their customer that tax might be deducted from their orders on the delivering end. This is why it is always best to place orders through your local florist or to verify that the online florist is a real florist. They have the knowledge and experience required to give great customer service.