The Retail Flower Shop Chapter 21 The Art of Floral Design 2nd Edition Noah Hunter Delmar Publishers
Types of Flower Shops
• • • • Full Service, Professional Specialty Limited Service Flower Merchandisers
Full Service
• Florist provides everything customer needs • Complete range of flower products, services, flower-related producst and consulting
Specialty Flower Shop
• Specialize in one specific aspect of floristry
Examples: silk flower
dried flower designs
wedding flowers
Limited 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 hospitals
Flower 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 services
Flower Merchandisers
Locations
• 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 shops
Free Standing Flower Shop
• A shop in a single unit building
Free Standing
Strip Center Flower Shop
• Combines several businesses that adjoin one another and make up a small shopping complex. • Example: new florist here in Fouke
Strip-Center
Shopping Mall
• Hardest location to make a profit • High rent
Business 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 complex
Downtown 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, Walmart
Shop Layout A shop usually has these areas:
• Area for displays and sales • Work area for receiving and designing flowers • Office area • Area for processing orders • Loadout area
Showroom Layout
Work Area
Order Area
Visual 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 Attention
2. Create Interest
3. Turn interest into desire 4. Generate sales
Methods of Visual Merchandising
Vignette – grouping similar types of merchandise together for maximum visual appeal Examples: Halloween/Fall
Valentine’s Day
Christmas Season
Vignette
Methods of Visual Merchandising
Window Display – intended to attract attention to the shop
Window Display
Methods of Visual Merchandising
In-Store Display
Product presentation should lead the customer through the store. Example: Have cooler with live arrangements at the back of the shop.
In Store Displays
Each flower shop has six distinct roles and responsibilities
Owner Manager
Sales
Design
Delivery
Accounting
Other Considerations
Marketing - everything a flower shop does to find customers, serve them, maintain their loyalty, and convince the to buy more often
Computer Software accounting payroll inventory
Advertising -paid media always directed to selling - may be radio, TV, newspapers, direct mail - new way – web pages
Promotion
- process of advancing the awareness of the flower shop
- Open house -Providing flowers for door prizes