Buying flowers is usually associated with pre-planned occasions: birthdays, anniversaries, Mother’s Day, or March 8th. However, in real life, not everything happens according to the calendar.
Sometimes a person only remembers an important date in the evening. Sometimes they unexpectedly arrange a meeting, go to visit someone, or after an argument decide it’s better to return home not empty-handed. Sometimes it’s even simpler – you think of a loved one on the way and want to cheer them up.
At that time, most flower shops are already closed. You have to drive to another part of the city, look for a still open shopping center, or choose from what is available on the way.
The idea of “FlowGO” came from such everyday situations – to make flowers available at any time of day and as close as possible to people’s usual routes.
A format tested in other markets
Flower vending machines are not a Lithuanian invention. In the Netherlands, Germany, or neighboring Poland, they have been operating for several years – near gas stations, hospitals, railway stations, and residential areas. In Lithuania, this niche has so far been practically empty.
Currently, “FlowGO” machines operate in four locations in Vilnius: Pilaitė (Pilaitės pr. 27, near “Maxima” and “Neste” gas station), Perkūnkiemis (Ukmergės g. 319, near “Orlen” gas station), near “Litexpo” (Parodų g. 1A, near “Neste” gas station), and Žirmūnai (P. Lukšio g. 22, near “Neste” gas station, next to “Kebab Inn” and “eGas”). Locations are chosen based on daily city traffic – where it is convenient to stop on the way.
How it works
The machines offer different options – from a single flower to a large bouquet, which can cost about 30-50 euros. This corresponds to the general level of the Vilnius market, where prepared bouquets usually cost 20–50 euros.
Payment is made by bank card or phone, and the entire purchase usually takes just a few minutes.
This format is not intended to replace florists. Weddings, anniversaries, or individually created compositions still require time, discussion, and specialist work. However, in everyday situations, a person often needs not a custom order but a beautiful, already prepared bouquet that can be taken immediately.
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Freshness – the main challenge
Unlike usual vending machine goods, flowers are sensitive to temperature, humidity, and storage conditions. Therefore, flower vending machines are designed as specialized refrigeration equipment – they maintain optimal temperature, ensure constant air ventilation, and control humidity levels. Such conditions help preserve the freshness, colors, and quality of bouquets for as long as possible.
The second important element is constant monitoring. The system remotely shows which machine spots are empty, when each bouquet was delivered, and what flowers need to be brought. Employees see real sales and replenish machines as needed.
If the flowers no longer meet freshness or appearance requirements, they are removed from sale. They are not left in the machine just hoping someone will buy them later.
Holidays change the entire logistics
On regular days, flowers are delivered according to how quickly they sell. Every day, “FlowGO” florists create fresh bouquets tailored to the machine assortment. The prepared bouquets are delivered daily to all machine locations, and their stocks are constantly replenished so that buyers always find fresh and quality flowers. During holidays, the work pace changes fundamentally.
On March 8th, September 1st, or Mother’s Day weekend, machines may need to be replenished every one or two hours. Preparations for such periods are made in advance: more flowers are ordered, stocks are formed, and more frequent delivery routes are planned to fill empty spots as quickly as possible.
Plans – airport and transport hubs
The “FlowGO” network is still developing. The long-term goal is to place machines as evenly as possible throughout Vilnius so that people do not have to go out of their way to find flowers. Among the considered new locations are the airport and main city transport hubs.
Machines should be where people move daily: on the way from work, near home, near frequently visited places and routes.
This is an attempt not only to automate flower sales but also to change the habit itself – so that flowers are bought not only during major holidays and not only after planning everything several days in advance.
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