"A rose is a rose…is not." By Cinda Baxter
Yes, the Super Bowl ad featuring Faith Hill and the guy sending flowers was clever (and yes, his girlfriend probably broke up with him over what he wrote on the card). But have you ever wondered just how much of your money actually ends up in the vase when ordering through an online floral site? Probably not…but then, you probably didn’t see the finished product either. To understand what’s going on behind the curtain, you first need to know the players: Wire services are companies most of us have heard of—FTD, Teleflora, Bloomnet, 1800Flowers, and the like. Originally created to link local brick and mortars to each other nationally (making it possible to place an order in Kansas City for delivery in Denver), they’ve jumped into the online business, now selling direct to consumers…at great expense to local florists. Non-affiliated order gatherers (aka order takers) are a more slippery lot. They purchase local phone numbers in multiple cities, build websites behind e...