in your own
Floral manager’s dog inspires last-minute display idea.
Sometimes the best inspiration is right in front of you.
Although you’re a retailer on one hand, you are a consumer on
the other and should consider your own life experiences when
developing merchandising ideas—especially in a pinch.
Last spring, Ruth Grega, who recently retired from her position
as floral manager at the Hampton Village Schnucks No. 258 in St.
Louis, Mo., had only a few hours to turn an unexpected shipment
of pansies into a profitable display. The display also had to
sell the pansies in two days because the store’s Easter product
was scheduled to arrive.
Ms. Grega’s store doesn’t normally sell bedding plants and,
therefore, does not have an outdoor setup for such product.
However, on this particular Saturday morning, a shipping error
left her with white baskets of pansies that she had to turn into
a workable indoor display. Her thoughts quickly turned to her
own flower gardens.
THEME Ms. Grega recalled how her dog loves to roam in her
gardens and came up with the display theme “Garden Friends.” She
decided to combine the pansy baskets with an assortment of
animals that enjoy flower gardens, such as bunnies, turtles and
LOCATION Ms. Grega placed the display—which was an entry
in the “2004 Merchandising Award of Excellence” contest,
sponsored by Super Floral Retailing and Bˆrgen Systems—by the
front door where customers were sure to see it. A low wall in
the store’s entry became part of a merchandiser, serving as the
back row for the display. A row of crates created a second tier.
More pansies surrounded crates on the floor.
PROPS/SIGNAGE From storage, Ms. Grega retrieved a large
foam-board dog she had previously cut out and painted for a “Dog
Days of Summer” display. She also traced and cut out frogs from
green construction paper. On them, she wrote pricing and care
information. In addition, Ms. Grega used blackboard signage for
pricing and to point out that pansies can tolerate cold weather.
OTHER PRODUCT To enhance the display, Ms. Grega added
spring giftware such as wind chimes, garden picks and
animal-themed garden statuary. Colorful butterfly balloons
floated over the display.
RESULTS Ms. Grega considers the display a success. She
says the dog attracted children, who then brought their parents
to the promotion. The display was up for two days during a
weekend with nice weather, and more than half the pansy baskets
sold. But despite the display’s success, Ms. Grega doesn’t
expect the store’s spring product selection to include bedding
plants in the future because her staff had to carry the plants
into the produce department to water them.
You can reach Merchandising Merit writer Monica Humbard at
email@example.com or (800) 355-8086.
To enjoy the rest of this
issue, please go to the
Subscriptions page and get your
copy of Super Floral Retailing today!!!
Super Floral Retailing • Copyright 2005
Florists' Review Enterprises, Inc.