Page 6 - Super Floral > May 2016 Issue
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products and national brands. “We’re dedicated to helping our customers have
a convenient and complete shopping experience,” Morgan shares. Shoppers, in
turn, have responded with their loyalty, with some coming to the store up to four
times a week, she remarks.

the right merchandising
   The floral upgrade is part of that mission, and its new products and services
have enhanced the store’s one-stop shopping convenience. The department, at
the front of the store, greets shoppers with a cheerful mix of bouquets, bunches
and arrangements, including lush Mason jar designs—a customer favorite.

   Soon after Morgan joined Miss Cordelia’s, she set about making flowers more
prominent in the store. Bouquets had been merchandised in and on coffee bar-
rels, and although the barrels were attractive, their uniform size made it difficult
to see all the beautiful blooms. “Nothing really stood out,” Morgan explains.

   She replaced the barrels with both Procona-type buckets and wood crates that
can be staggered, giving customers’ eyes a variety of products to be drawn to.
“They’re a lot more noticeable,” Morgan describes.

   Morgan also changes the look of the department often to keep shopper
interest high. “We try to keep everything looking fresh and new and exciting
for our customers,” she says. “Remerchandising and moving things are
extremely important.”

finding new suppliers
   Morgan also worked to satisfy customers’ demand for locally grown cut
flowers, potted plants and garden products. “A lot of people come in looking
specifically for local products,” she explains. “They really care about the local
community and the farmers.”

   Thanks to her previous position as a floral specialist at a Whole Foods
Market, Morgan already had relationships with some local flower growers and
was able to procure products from them for Miss Cordelia’s. She also finds new
growers at the thriving Memphis Farmers Market. “If I like their products, I’ll
drop them a business card and let them know we’re interested,” she says.

   Morgan and the potential suppliers discuss what the store needs and whether
the growers can meet Miss Cordelia’s price points. “We don’t want to bring in
anything that’s too expensive,” she expresses. “We try to maintain an affordable
outlook for our department.”

working with customers                                                                The designs shown here (above and middle) are examples
   That approach to value pricing also extends to floral services. Miss Cordelia’s    of the variety of upgraded floral products available to Miss
doesn’t charge for the labor involved in creating custom designs—the                  Cordelia’s shoppers. Customers especially like the floral
price reflects the cost of the flowers and the vases. “The only time we charge        department’s Mason jar designs. Morgan Gloss, lead floral
is when someone gets four or more arrangements,” she comments. “We’re just            specialist and buyer (top photo), makes all arrangements and
trying to make it affordable.”                                                        seeks out local growers’ products whenever possible.

   When creating custom designs, Morgan takes the time to talk to customers                            may 2016 / www.superfloral.com 13
and make sure she knows what they want, asking them who or what the arrange-
ments are for and what colors and flowers they prefer. “I walk them through the
whole process,” she elaborates. “Most of the time, people aren’t used to having
someone help them.”

   Miss Cordelia’s also offers free custom wrapping, pretty presentation bouquets
for recitals and delivery. Morgan doesn’t provide event services yet due to the de-
partment’s small size. However, she says, “If someone came in and really wanted
me to do an event, I would absolutely try to find a way to do it.”
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