The Retail Flower ShopChapter 21The Art of Floral Design2ndEditionNoah HunterDelmar PublishersTypes of Flower Shops•Full Service, Professional •Specialty •Limited Service•Flower MerchandisersFull Service•Florist provides everything customer needs•Complete range of flower products, services, flower-related producst and consultingSpecialty Flower Shop•Specialize in one specific aspect of floristryExamples: silk flowerdried flower designswedding flowersLimited Service Flower Shop•Has a narrow range of services and products•Designed for impulse buying•Provide little service•Pre-fabbed mostly•Found in grocery stores and larger hospitalsFlower Merchandisers•Sometimes referred to as cash and carry or stem shops•Located in high traffic areas•Specialize in loose cut flowers sold by the stem or bunch•Provides no delivery or design servicesFlower MerchandisersLocations•Some consider it the most important factor in the success of a flower shop.There are a wide variety of location sites typical for flower shopsFree Standing Flower Shop•A shop in a single unit buildingFree StandingStrip Center Flower Shop•Combines several businesses that adjoin one another and make up a small shopping complex.•Example: new florist here in Fouke Strip-CenterShopping Mall•Hardest location to make a profit•High rentBusiness Complex•Immediate customer base•Often are full service operation catering to the business needs of the other businesses in the complex•Also combines mass merchandising for convenience of employees in the complexDowntown Location•Usually are older, established businesses with loyal customer base•Often focus on high-style design and motel business•Market to other types of businesses Floral Department•Located in supermarkets•Usually mass merchandisers•May offer limited services•Examples: Alberton’s, WalmartShop LayoutA shop usually has these areas:•Area for displays and sales•Work area for receiving and designing flowers•Office area•Area for processing orders•Loadout areaShowroom LayoutWork AreaOrder AreaVisual Merchandising•Attracting customers to the shop and creating interest in the flowers and merchandise•Involves: lighting, settings, color•Uses visual communication to say “BUY ME!”Visual Merchandising, cont.An effective visual display will achieve four goals.1.Attract Attention2.Create Interest3.Turn interest into desire4.Generate salesMethods of Visual MerchandisingVignette –grouping similar types of merchandise together for maximum visual appealExamples: Halloween/FallValentine’s DayChristmas SeasonVignetteMethods of Visual MerchandisingWindow Display –intended to attract attention to the shopWindow DisplayMethods of Visual MerchandisingIn-Store DisplayProduct presentation should lead the customer through the store.Example: Have cooler with live arrangements at the back of the shop.In Store DisplaysEach flower shop has six distinct roles and responsibilitiesOwnerManagerSalesDesignDeliveryAccountingOther ConsiderationsMarketing-everything a flower shop does to find customers, serve them, maintain their loyalty, and convince the to buy more oftenComputer SoftwareaccountingpayrollinventoryAdvertising-paid media always directed to selling-may be radio, TV, newspapers, direct mail -new way –web pagesPromotion-process of advancing the awareness of the flower shop-Open house-Providing flowers for door prizes