Page 8 - Super Floral > January 2016 Issue
P. 8

A profitable

  move for

     floral
   When the owners of Albrecht’s Delafield Market in Delafield,        A storewide renovation at
Wis., decided to remodel the store in 2014, they made sure to          Albrecht’s Delafield Market
spotlight and upgrade the perishable departments, including floral.    makes floral a destination
They moved the floral department to a high-profile area, updated       department and increases sales.
the fixtures and added two highly experienced designers.
                                                                       by cynthia l. mcgowan
   The resulting department has become a destination area for the
gourmet, family-owned market, which is in an upscale suburb            albrecht’s delafield market
of Milwaukee, shares co-owner Kerry Jeanpierre. “It helps drive
traffic into the store,” she expresses. “It really sets us apart from     LOCATION Delafield, Wis.
regular grocers.”                                                         OWNERS Jim Albrecht, Kerry Jeanpierre and
                                                                           Michelle Harrington
   The upgrade also has helped drive floral sales. Kerry reports that     FOUNDED 1994
the department has seen a nearly 20 percent jump in sales since the       STORE SIZE 62,000 square feet
renovation, which was completed in November 2014.                         FLORAL DEPARTMENT SIZE 840 square feet
                                                                          STORE EMPLOYEES 160
award-winning redesign                                                    FLORAL EMPLOYEES Two full time and two part time, plus extra
   In fact, the entire store has seen growth since the remodel, with       help on big floral holidays
other departments also reporting double-digit growth, Kerry shares.       BIGGEST FLORAL HOLIDAYS Valentine’s Day and Mother’s Day
The redesign impressed not only customers but also Progressive            FLORAL SERVICES Full-service floral department, offering custom
Grocer, which named the store one of the winners of its “2015 Store        designs; wedding, sympathy and event services; online ordering;
Design Contest.” The trade publication wrote that the owners “took         and delivery
an already great store and made it even better and more relevant.”        FLORAL MANAGER Diana Dreger, AIFD, assisted by Designer
                                                                           Phillip Meyer, AIFD
   Albrecht’s did so by expanding specialty departments, including        WEBSITES www.sentrydelafield.com;
the deli, cheese, bakery, seafood and more, as well as updating            www.albrechtsflowershoppe.com
fixtures and décor, adding more signature items and rerouting store
traffic patterns. The result is a more interactive, customer-friendly
experience. “We reduced work space in some areas, opened up
the store and added services,” Kerry elaborates. “We’re much more
focused on our perishable departments.”

20 www.superfloral.com / january 2016
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