American Floral Endowment Presents a Bouquet of Marketing Tools to Teleflora - 2001
Consumer Tracking Study Helps Floral Retailers Build Their Business
Glen Carbon, Illinois -The American Floral Endowment announced it has added Teleflora to its list of subscribers to the Consumer Tracking Study, a joint effort between leading marketing information provider Ipsos-NPD, Inc. and The American Floral Endowment. "We are excited about adding this component to the educational tools Teleflora offers its retail outlets and hope that other companies within the industry will follow suit. This powerful data will be used to help Teleflora's retail florists learn more about the floral consumer in order to help improve their business practices," said Tom Butler, President of Teleflora.
Launched in 1991, The Consumer Tracking Study provides industry-wide consumer marketing information. Working with Ipsos-NPD, the Endowment began to collect consumer floriculture sales data the following year. A panel of 9,000 demographically representative households report their purchases of fresh cut flowers, foliage/green plants, flowering plants, bedding/outdoor plants and artificial/dried flowers.
The Consumer Tracking Study describes consumer purchase behavior as it relates to floral products. Data is available by key channels such as florist shops, supermarkets, garden centers, discount chains, home improvement/hardware stores and the Internet. Sales are also tracked by all major holiday/occasions, purchaser profile (age/gender) and much more. "The study provides more than just numbers. Understanding the fundamental drivers affecting consumer purchase behavior and how it changes over time give subscribers additional methods of assessing the impact of marketing strategies, spending levels and consumer behavior. In these competitive times, subscribers gain an important business edge through a thorough understanding of the end-user," said Barrie Rappaport, senior account executive for Ipsos-NPD.
Other industry partners in the Consumer Tracking Study include: Colombia Flower Council; Extra Touch Florist Association; FTD, Inc.; Hallmark Flowers; The Society of American Florists. All subscribers have access to the data through a computer software program, NPD PowerView¨, which allows users to generate specialized charts and reports.
About American Floral Endowment
As a not-for-profit 501 (c) (3) organization, Endowment contributions are tax deductible. Since 1961, the American Floral Endowment has been the leading not-for-profit organization that is solely dedicated to addressing the research and educational development needs of the entire floral industry and is the only such industry-wide, industry-based organization garnering its support from every segment of the industry.
The Consumer Tracking Study is the industry's only on-going statistical marketing research study that collects information on purchase behaviors and related trends of the U.S. floral consumers. The Endowment is able to maintain the study with financial support from the industry. For more information about subscription rates or special report fees, please contact: Steve Martinez, Executive Vice President, American Floral Endowment, at 618-692-0045 or Contact us.
About Ipsos-NPD, Inc.
Paris-based Ipsos is one of the world's leading market research organizations providing clients with advertising, marketing, media, customer satisfaction, opinion and social research. Founded in 1975, Ipsos now ranks tenth worldwide, with operations in twenty-four countries in Europe, North and Latin America, Middle East, Asia and Australia. Ipsos-NPD provides marketers in a wide range of industries with research tools to successfully introduce new products and services plus create growth among existing brands and services. Ipsos-NPD also offers access to U.S.-based and Canada-based consumer panels for custom and tracking research through syndicated and proprietary panels via mail or phone and access to the NPD Online Panel for surveys on the Web. For more information about Ipsos-NPD, visit www.ipsos-npd.com.
