Gregg Weisstein, COO of BloomNation, isn’t a big fan of the so-called “floral wire services,” and wants to transform the online customer experience related to buying flowers.
Weisstein says that with larger floral wire services, customers select flowers from a catalog of stock photos where pricing is already set. But, he says, that process doesn’t reflect the local cost structures for merchants involved who have to fulfill those orders. What’s more, he says half of the money paid for each arrangement goes....