The speed of delivery has become a decisive factor for the consumer experience in e-commerce. According to a recent survey by Capterra, the speed of delivery is the most important criterion for customers, surpassing price and service. The survey revealed that 56% of respondents associate satisfaction with a store with the delivery deadline, while 64% are influenced by the estimated time to receive the order. In the flower segment, the urgency is even more relevant, as it is a perishable product and often purchased for special occasions.. The delivery of plants requires specific care to ensure that the arrangements reach the destination in perfect condition. Proper cooling, between 1°C and 7°C, and controlled humidity are essential factors to maintain product quality. In addition, appropriate packaging not only protects the structure of flowers, but also helps to preserve its durability.
Another fundamental point is the choice of reliable carriers, especially for companies that serve different regions of the country. The use of decentralized logistics hubs can optimize the process, reducing deadlines for shipments and ensuring that the products arrive with freshness to the final consumer. If any damage occurs during transport, immediate referral policies demonstrate a commitment to customer satisfaction and help to retain the public.
Change in consumer profile
The market It has undergone significant changes in recent years, driven by the growth of e-commerce and the change in the consumer profile. During the pandemic, the search for flowers has increased both to gift loved ones and to decorate home environments. In addition, the online purchase democratized access to floral arrangements, expanding the age group of consumers.
Before, most buyers were over 35 years old, but today there is a significant participation of young people over 18 years old, who acquire arrangements, vases and bouquets for various occasions. This behavior reinforces the need to offer a diversified portfolio and an agile freight service to meet the demands of the public.
Sector growth and logistical challenges
The floriculture sector has shown significant growth in Brazil. A study by the Center for Advanced Studies in Applied Economics (Cepea-Esalq/USP), in partnership with the Brazilian Institute of Floriculture (Ibraflor), pointed out that the GDP of the segment jumped from R$ 10 billion in 2017 to R$ 18.4 billion in 2022, an increase of 83.4%. The domestic market absorbs 97.5% of the production, with São Paulo concentrating 75% of the supply and accounting for 55% of the national consumption.
Despite the advance, the segment faces logistical challenges, especially due to climate change and the need for improvement in distribution. The adoption of real-time tracking technologies, automation of logistics processes and the expansion of strategic partnerships are essential measures to ensure efficiency in shipping. With the consumer increasingly demanding, offering speed and quality in the delivery of flowers can be the differential for success in the market.
