Page 9 - Super Floral > October 2015 Issue
P. 9

giving a hoot for valentine’s day
                                                                                       When it comes to the owl craze, the sky’s the limit. For Val-
                                                                                    entine’s Day this year, Market Street Floral Manager Mary Jane
                                                                                    O’Connor and her team capitalized on owls’ enduring popularity,
                                                                                    taking customers on a flight of fancy with a “Whooo’s Your Valen-
                                                                                    tine” owl-themed display.

                                                                                       “People love owls,” confirms Mary Jane, whose store is in Cop-
                                                                                    pell, Texas. In fact, she adds, shoppers flocked to the display and
                                                                                    even took photos. “It drew customers in and made them laugh
                                                                                    and want to explore every nook,” Mary Jane describes.

                                                                                       Shoppers’ owl-venture began at the entrance to the department,
                                                                                    where they saw “Valentina,” a four-foot owl made of Styrofoam
                                                                                    and glued-on permanent flowers that was perched within a
                                                                                    striking red balloon arch. The display featured another feathered
                                                                                    friend, “Professor Know It Owl,” and pun-filled signage (“Owl Be
                                                                                    Loving You,” for example) that drew attention to the abundant
                                                                                    selection of Valentine products.

                                                                                    repurposing inventory
                                                                                       Mary Jane landed on the theme after Christmas, when she had
                                                                                    some owl ornaments left over from the holiday merchandise. She
                                                                                    decided to make owls the focal point for Valentine’s Day, serving
                                                                                    two purposes—making the best use of inventory already in the
                                                                                    store and engaging customers with a fun theme. “We came up
                                                                                    with the ‘Whooo’s Your Valentine’ and other catch phrases, and it
                                                                                    took off from there,” she recalls.

                                                                                       Mary Jane and her team—Heidi Carey, Magda Alireza-Gold-
                                                                                    man, Kristen Denney and Martha Hohnholdt—started work
                                                                                    on the display in mid-January and had it ready by February. They
                                                                                    made red and pink the dominant colors, appropriate for Valen-
                                                                                    tine’s Day. Mary Jane accented them with purple, blue and yellow,
                                                                                    and used the colors in all aspects of the display, from the owls and
                                                                                    signage to the placement of products. “We color-blocked the prod-
                                                                                    ucts so that the colors went well together,” she describes.

(this page, above) Created from Styrofoam and glued-on permanent flowers, four-     the products
foot owl “Valentina” greeted customers at Market Street in Coppell, Texas. The owl     The display featured a beautiful assortment of bouquets, ar-
featured the display’s dominant colors of red and pink.                             rangements and blooming plants, along with owl ornaments and
                                                                                    figurines. The department cross-merchandised candy, wines and
(this page, top) Arden Börgen, founder and CEO of Börgen Systems, left, and         baked goods for one-stop Valentine shopping.
Cynthia McGowan, editor in chief of Super Floral, right, congratulate Mary Jane
O’Connor at June’s International Floriculture Expo in Chicago, Ill., where she was     Mary Jane also placed the owl-themed signage in other depart-
presented the Honor Award for Best Color Harmony.                                   ments to encourage Valentine purchases. “We didn’t stop at the
                                                                                    Floral Shoppe to encourage cross merchandising,” she reveals.
Photo: International Floriculture Expo/United Fresh Produce Association
                                                                                    the role of color
(this page, middle) Cross-merchandised items fit in well with the display’s            The engaging theme, enticing products and coordinating colors
color scheme.                                                                       all helped make the display a success, Mary Jane expresses. Color,
                                                                                    especially, plays a key role in creating profitable displays, she
(opposite page, top) The attractive signage engaged customers with clever puns.     shares. “It catches customers’ attention,” she describes, often evok-
                                                                                    ing emotions and memories. “Color is absolutely important.”
(opposite page, middle) Perched atop the cooler, “Professor Know It Owl” helped
draw attention to the abundant floral products inside.

(opposite page, bottom) A cute bear, leaning against a rustic door, was surrounded
by products in red and pink hues.

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