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2021 Florist Awards

ABOUT

The 2021 Fresh Awards will recognise florists across a range of categories. All nominees will be mystery shopped twice throughout the year. The results of these mystery shops will determine the award finalists. Finalists will then participate in a third mystery shop to determine the winner of each award category.

The mystery shopper completes a comprehensive questionnaire that covers numerous aspects across five key criteria:

  • Store appearance
  • Customer service
  • Product quality, range and freshness
  • Merchandising and branding

A key element of the program is that all participating businesses receive a copy of each mystery shopper's report, that includes the shopper's feedback, comments and observations.


AWARD CATEGORIES

The 2021 Fresh Awards will recognise florists across a range of categories.  The Florist Awards include:

  • FLORIST OF THE YEAR – the ultimate award for the highest achievement will be presented to the florist finalist that achieves the highest scores across all mystery shopping.
  • Service Excellence– recognises a business for its achievement in customer service. This award will be presented to the business that achieves the highest score in customer service as measured through the mystery shopping results.   
    Four finalists will be announced.
  • Retail Presentation – recognises a business for its achievement in store presentation and appearance. This award will be presented to the business that achieves the highest score in retail presentation as measured through the mystery shopping results.   
    Four finalists will be announced.
  • Merchandising and Branding Excellence – recognises a business for being proactive in marketing fresh flowers and their business through social media, educational activities and by having strong branding within their business. This award will be presented to the business that achieves the highest score in merchandising and branding categories as measured through the mystery shopping results.
    Four finalists will be announced.

Key Dates

The 2021 Fresh Awards event has been cancelled due to COVID restrictions. Finalists will be contacted in due course to advise of a digital alternative to the event.

Click here to learn about the prizes for the Florist Awards.

Nominations for the 2021 Florist Awards have closed.