Why should they reject. Send an ask message with an offer to substitute. Then give FTD or the florist a choice to allow the sub or cancel. If it's not FTD.com then forward.
As a "filler" shop, I promise you, there are more and more FTD.com orders every day. And I am finding that people who know their recipients live in a harder to reach area are the ones most likely to use .com, or it's equivalent. And now you have a florist trying to get a quality arr, with an out of the way delivery, no room for substitution, and a possible penalty. So now you reject quick , only to get it back twice more, reject again. Then you have one of two choices:
The recip doesn't get flowers, the customers not happy, the florist is annoyed with busy work.(what's a reject cost?)
FTD calls florist, agrees to substitution, resends the order, order is filled,
recip has a lovely camera phone, customer calls with complaint, blah, blah, blah... florist is annoyed with lost money and time.
And this benefits the industry how?
The program has some merits, but I'm not impressed. Florists shouldn't set on orders, we should all fill to value, quality shops are on the decline,
there are many points we all agree on. But this is a "trickle up" approach and it won't stop the problems in the industry. Making the little people fall in line won't get the orders filled and it won't help with disappointed customers at the holidays, whose orders don't get there on time.
Realistic advertising and order collection would do this, appropriate cut off times for same day and next day delivery would do this, proper substitution policies would do this, and an honest listing of charges would do this. Simply reducing the amount of product choices available the closer you get to the holiday would do this. And these things are just as easy to implement as this new policy.
There's a reason this wasn't rolled out before the bigger holidays, and it's not customer satisfaction. It's money, and the more of it the better. When we get more compliance, and fewer shops, do you think they will take fewer orders? It would be nice to think this program was designed to help florists treat each other's orders better, but it's not for you, or me, or any of our customers. It's for FTD and FTD.com, and that's just disappointing.