Page 9 - Super Floral > January 2016 Issue
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a new look for floral
   That focus on perishables includes the 840-square-foot
floral department, which was moved from the store’s perim-
eter to a bustling area between liquor and the frozen section.
“It’s open and inviting and is even more upscale to reflect the
community that we’re in,” Kerry describes.

   The focal point of the department is its 10-foot-by-10-
foot walk-in cooler. The glass case isn’t new, but by placing
it in the center rather than against a wall, shoppers have a
360-degree view of the enticing flowers. Customers can’t
resist the urge to check out the cooler, Kerry expresses, add-
ing, “It pretty much screams at you as you walk by.”

   To add merchandising flexibility, wooden crates replaced
some of the previous floral fixtures. The crates, in several
sizes and shapes, allow for quick and easy merchandising
updates, Kerry explains, with the look changing at least once
a month.

   The store owners also added a work counter with a
sink, giving the designers greater visibility and more con-
tact with shoppers. “They’re literally creating and building
displays and arrangements right in front of the customers,”
Kerry shares.

design know-how                                                    (above) Floral Manager Diana Dreger, AIFD, right, and Designer Phillip Meyer, AIFD,
   The most important part of the floral upgrade, Kerry            left, work at Albrecht’s Delafield Market’s new floral counter, which allows them to
comments, was the addition of two experienced, AIFD-certi-         engage with customers while they create designs.
fied floral designers. The store wanted designers who could
satisfy the needs of Albrecht’s clientele, who tend to be more     (middle) Diana and Phillip have helped make floral a destination department at the
affluent and like to entertain. Floral Manager Diana Dreger,       gourmet grocery store.
AIFD, and Designer Phillip Meyer, AIFD, filled that need
thanks to their creative design aesthetic “that is right in line   (top) Customers enjoy browsing through the 10-foot-by-10-foot walk-in cooler.
with what our customers are looking for,” Kerry remarks.

   Offering full-service florals helps Albrecht’s meet its goal
of simplifying entertaining by offering one-stop shopping for
food, beverages and flowers. “Customers are getting a quality
product that is done for them,” she explains. “It’s really easy
for them to entertain when they come here.”

   Diana and Phillip make it even easier by offering home
décor services. They visit the client’s home, take photos, see
the owner’s colors and offer recommendations for how they
can beautify the space.

   In addition, the floral department, which also includes
two part-time designers, provides custom designs, events,
weddings, sympathy and delivery. It is staffed from 8 a.m. to
7 p.m. every day, ensuring customer convenience. Shoppers
often stop in to ask for custom designs to be made while
they visit the rest of the store, and “as long as we have all the
colors and products, we’ll put it together,” Kerry says.

   The wedding and event business is growing, Kerry
describes, and the store helps gets the word out by offering
floral discounts if couples book certain venues. “We try to
drive business to each other,” Kerry explains.

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