Page 9 - Super Floral > November 2015 Issue
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getting the word out                                                                  what sells best
   In addition to positive word-of-mouth, the department publicizes its florals          Customers at West Seattle Thriftway
through a customer newsletter, social media and in-store promotions. For the          in Seattle, Wash., prize flowers and plants
newsletter, the store’s marketing manager asks Megan what she wants to feature        that are “interesting and unique,” and
each month. The newsletter is emailed to customers and also is printed out for        locally sourced whenever possible, Floral
in-store viewing.                                                                     Manager Megan Furen describes. To meet
                                                                                      that need, Megan searches out specialty
   Instagram, Megan shares, is a fast and easy way to share the department’s          flowers that will attract their interest, such
floral expertise. The store has an iPad for department managers to use, and it’s      as huge potted “dinner-plate” Dahlias that
signed in to Instagram. Megan takes photos with the iPad, and they are instantly      were available for a limited time recently.
shared with the store’s followers. The department also posts to the store’s Face-     Customers loved them and couldn’t get
book page.                                                                            enough, shares Megan, who sources most
                                                                                      floral products from nearby wholesalers.
   In-store promotions include the store’s popular annual holiday open house in
November. The floral department displays a table of Thanksgiving and Christmas        TOP SELLERS Ready-made bouquets, from
centerpieces and offers 10 percent off for early orders. The department doesn’t       $9.99 to $19.99, are the department’s best
get a lot of early orders, Megan acknowledges, but the promotion “shows what          sellers. The most popular style, at $11.99,
we can do for the holidays.”                                                          features 12 stems, and the recipe chang-
                                                                                      es weekly.
going above and beyond
   The department’s excellent service and top-notch products have earned it the       ARRANGEMENTS Custom designs also sell
repeat business of loyal floral shoppers, Megan describes. “People tell us, ‘I love   well, as do designs in the cooler for grab-
coming here,’” she says.                                                              and-go customers. Prices range from
                                                                                      $14.99 to $60 and up.
   In turn, the floral team enjoys providing an extra level of service that delights
clients. “We go above and beyond for customers,” Megan expresses. “They’re our        SINGLE STEMS AND BUNCHES Shoppers enjoy
neighbors; it’s easy to do.”                                                          choosing from the loose flowers and bunch-
                                                                                      es on the department’s cut flower table.
                                                                                      Popular flowers include Gerberas, Alstro-
                                                                                      emerias and ‘Stargazer’ lilies. “There’s a lot
                                                                                      of color on the table,” Megan describes.

                                                                                      PLANTS Among indoor plants, 6-inch Hy-
                                                                                      drangeas, at $19.99, are strong sellers,
                                                                                      especially varieties with unusual colors. The
                                                                                      department also has a thriving outdoor busi-
                                                                                      ness. (See “Year-Round Outdoor Business,”
                                                                                      on Page 24).

                                                                                      BALLOONS AND GIFTWARE Balloons are popular,
                                                                                      especially on Saturdays and Sundays when
                                                                                      people stop by to get them for birthday
                                                                                      celebrations. The department always keeps
                                                                                      a large selection inflated and ready to go.
                                                                                      The store’s housewares department sells
                                                                                      most giftware, but floral offers items ideal for
                                                                                      outdoor spaces, including windchimes and
                                                                                      garden stakes.

(above) A recent holiday open house featured centerpiece options.
(right) A lush design graces the cooler.

                                                                                      november 2015 / www.superfloral.com 23
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