For an Internet for Artisanal Florists

Artisans: The French People's Favorites

It’s a fact: the French are devoted to their artisans. According to a 2017 BVA poll, 81% say they trust artisans. The main reasons cited for this affection stem primarily from a recognition of the quality of their training and the services they provide: expertise in their trade, craftsmanship, and, of course, the quality of the products they offer for sale. Even more encouraging figures show that artisans are perceived as guardians of traditional craftsmanship (94%), hardworking (93%), and competent (91%).

The rise of big-box stores and the growth of the Internet have therefore not reduced foot traffic at neighborhood stores. Thirty-one percent of French people hire a tradesperson several times a month.

The flower market is still dominated by artisanal florists

The flower market is dominated by a few major trends:

• Independent florists continue to account for the majority of flower sales (40% market share);
• But this position is being challenged by the emergence of new distribution channels (from producer to consumer) and new players (online florists).

According to FEVAD’s 2018 annual report, nearly 85% of Internet users shop online, representing a 15% increase compared to 2016. Online shopping has therefore become a habit for most Internet users: florists must capitalize on this growing channel.

E-commerce accounts for nearly 10% of total flower sales. However, independent florists generate only 1% of their sales through this channel. That’s why, at Sessile, we aim to help florists claim their rightful place in the online market.

The Internet should be a tool to serve artisans

Today, while the Internet is seen as a driver of revenue growth, few retailers have the resources or expertise to successfully carry out the digital transformation of their businesses. Furthermore, competition from intermediary platforms prevents them from gaining visibility online.

When consumers want to buy flowers online, however, they prefer to do so from an artisan florist! In fact, searches for a florist near home are four times more common than searches for standard bouquets. The majority of customers who search for a florist online want to buy a bouquet within 48 hours.

It is therefore essential that florists take the initiative to capitalize on the growth opportunities the Internet offers them.

Specifically, Sessile

Because we believe that an Internet designed to serve florists is possible, at Sessile, we want to adapt digital tools to the florist’s craft—not the other way around. A florist is a trained, qualified professional—not just a service provider.

Our goal, therefore, is to replicate as closely as possible the customer experience as it occurs in a store, and to maintain a close connection between the online shopper and the florist closest to their home.

Ordering a bouquet from a florist on Sessile means trusting in their expertise to create a bouquet that fits your budget, your tastes, andthe occasion. Sessile isn’t about abandoning the physical store—it’s an extension of the storefront onto the Internet.

There’s strength in numbers! Our goal is also to help independent florists network so they can gain greater visibility online: when one florist gains visibility, it benefits the others as well.

“Thanks to Sessile, I’m more visible online. I also like the idea that the platform lets us showcase our creations first and foremost, rather than pitting florists against each other.”

Lauren, artisan florist at Epiphyte, Paris 

Specifically, we provide artisanal florists with three tools to help them master the Internet:

• An online store: The florist sells their products at a price they consider fair. With no catalog to follow, they’re free to showcase their most original creations!
• Support for your online presence: Having a website is the first step; making it visible is the second. We help artisanal florists establish a presence where online users are looking for them. When one business gains visibility, it benefits the others as well—everyone wins.
• Customer growth: Digital tools are an effective way not only to increase the number of customers but also to build customer loyalty!

If you'd like to learn more about Sessile, you can contact us by clicking the button below!