Fast delivery in e-commerce of flowers: how to ensure customer satisfaction?

The speed of delivery has become a decisive factor for the consumer experience in e-commerce. According to a recent survey by Capterra, speed of delivery is the most important criterion for customers, exceeding price and service. The survey revealed that 56% of respondents associate satisfaction with a store to the shipping deadline, while 64% are influenced by the estimated time to receive the order. In the flower segment, urgency is even more relevant, as it is a perishable product and often purchased for special occasions. Plant delivery requires specific care to ensure that arrangements reach their 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 preserve their durability.

Another key 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 shipping times and ensuring that products arrive freshly to the final consumer. Should any damage occur during transportation, immediate reshipment policies demonstrate commitment to customer satisfaction and help retain the public.

Change in consumer profile

The market it has undergone significant transformations 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 domestic environments.In addition, online shopping has democratized access to floral arrangements, expanding the age range of consumers.

Before, most buyers were over 35 years old, but today there is a significant participation of young people from 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.

Industry growth and logistical challenges

The floriculture sector has shown a 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 production, with Sao Paulo concentrating 7TP3T of the national consumption by 5T.

Despite the progress, 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 expansion of strategic partnerships are essential measures to ensure efficiency in shipments. With the increasingly demanding consumer, offering speed and quality in flower delivery can be the differential for success in the market.