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a warm and cozy christmas
A homey setting puts customers in the mood for holiday shopping.

     Laura D’Amico, floral manager at Schnucks Market No. 731 in Festus, Mo., created an inviting display for Christmas 2010 that inspired customers to warm up by the faux fireplace, enjoy the beauty of the season and purchase the featured florals and giftware. She entered her cozy vignette in the 2011 “Merchandising Award of Excellence” contest, sponsored by Super Floral Retailing and Börgen Systems.
     The display’s focal point was the fireplace, which Mrs. D’Amico and her staff fashioned from the top half of a large wooden display hutch. Mrs. D’Amico’s husband pitched in, staining and painting wood to serve as the mantel and the firebox. A set of electric logs gave the illusion of fire, and the chimney was made with cardboard bricking.
     The floral department decorated the fireplace with a garland of greenery embellished with berry picks, pine cones, ribbons and lights. “We originally put it up just as decoration, but so many people asked to buy it that we went ahead and sold it as a full set,” Mrs. D’Amico writes in her entry about the display. “As soon as we’d make another one, it would sell, too.”
     The display offered customers a wide variety of products for home décor and gift giving. Several display units throughout the department showcased upgraded poinsettias, amaryllis plants, miniature and full-size Christmas trees, wreaths, and giftware.
     Customers enjoyed the display, Mrs. D’Amico shares. “They loved the warm, elegant feel of the department and really went for the more ‘expensive’ upgraded items to decorate their homes as well as for gifts,” she writes. “Sales were higher than we ever expected.



To enter the 2012 “Merchandising Award of Excellence” contest, click here.

Reach “Merchandising Merit” writer Cynthia L. McGowan at cmcgowan@superfloralretailing.com or (800) 355-8086.




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