Page 4 - Super Floral > March 2017
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perspective

             don’t forget the                                                                 P.O. Box 4368
             baby boomers                                                                     Topeka, KS 66604
                                                                                              (800) 367-4708 n (785) 266-0888
   Much attention gets paid to millenni-          n Baby boomers are more demanding           Fax: (785) 266-0333
als, and that is as it should be. They are     shoppers than their younger counterparts.      www.superfloral.com
our nation’s largest generation and are        They want attentive sales clerks, and they
expected to spend more than $200 billion       don’t want to patronize cluttered, disorga-    President/Publisher Travis Rigby
annually, starting this year.                  nized stores.                                  Director of Finance/Operations Darin Osterhaus

   In fact, a new resource aims to help           How you can meet this need: Make            editorial
floral professionals reach millennials.         sure your staff is well-trained and can
The American Floral Endowment’s                answer questions about your products.          Editorial Director David Coake
(AFE) Floral Marketing Research Fund           Have easy-to-read signage that offers          Staff Writer Fatima Oubaid
(FMRF) has just released a new report,         service and product information and has        Contributing Writers Cindy Hanauer
“Marketing Tactics to Increase Millen-         a price for every item. If labor is an issue,
nial Floral Purchases,” and it has data        your signage will go a long way toward                                    Cindy McGowan
that can give you strategies for accessing     giving shoppers the information they                                      Matthew Kelly
millennials’ floral dollars. (You can learn     want and need.                                                            Bill Schaffer, AIFD, AAF, PFCI
more about the report, including how to                                                                                  Kristine Kratt, AIFD, PFCI
download it, in “Marketing to Millennials,”       You’ll also want to keep your depart-
which starts on Page 26.)                      ment neatly organized at all times. Group      design
                                               like products together, and make it easy
   But as you position your department to      for shoppers to grab and go. Cull any live     Graphic Designer/Photographer Carrie Burgoon
gain millennials’ sales, don’t forget another  products that are past their prime.            Floral Design Coordinator Lori McNorton
group that has huge buying power —
baby boomers. This demographic is still           n Baby boomers don’t find shopping           advertising
having a large impact on the retail world,     relaxing. They want to find what they need
and your department can gain sales if you      quickly and easily and then go on with         Advertising Sales Director Lisa Strydom
make sure you are meeting their needs.         their day. They value convenience.             Account Executive Teresa Salts
                                                                                              Account Coordinator Ralph Granger
   That’s why we are publishing key               How you can meet this need: Always
insights about baby boomers’ shopping          have a selection of gift-ready products for    circulation
habits in “Stats & Facts” on Page 42.          customers who are shopping for specific
The insights come from a new report,           occasions or needs, like birthdays, baby       Circulation Coordinator Brenda Wettengel
“Shopping by Generation,” from re-             gifts and hostess gifts. Use signage to point  Wholesale and Retail Florist Account Executive
search group Colloquy.                         them out, with phrases like “Perfect baby
                                               gift” or “Easy hostess gift.”                                                   Mary Lou Clark
   The report offers insightful information                                                   Circulation/Book Sales Marty Bean
for retailers, including several must-know        With just a few simple steps, you can
facts about baby boomers. Here are two         increase baby boomers’ loyalty and gain                                          Judy Bent
that I saw as the most important for floral     their sales. My fellow boomers and I will                                        Terry Snook
businesses, along with my thoughts on          appreciate the effort! sf
how you can make your department more                                                         technology
attractive to boomers.                         Reach Editorial Director David Coake at
                                               dcoake@superfloral.com or (800) 367-4708.       Director of Technology Shawn Cusolito

                                                                                              editorial advisers

                                                                                              John Agnew, Whole Foods Market, Inc.
                                                                                              Bill Byland, N.G. Heimos Specialty Plants/

                                                                                                 Micky’s Minis
                                                                                              Debora Coleman, Albertsons LLC
                                                                                              Kevin Coupe, MorningNewsBeat.com
                                                                                              Steve Daum, Floralife, Inc.
                                                                                              Debbie Loche, Roche Bros.
                                                                                              Ben Pauley, Passion Growers
                                                                                              Rita Peters, Hy-Vee, Inc.
                                                                                              Stan Pohmer, Pohmer Consulting Group
                                                                                              Cindy Rapshus, The Roy Houff Company

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