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 Merchandising
Merit
seizing the
moment
Florida florist uses the break after Easter to double sales for
Administrative Professionals Week.
As soon as Easter was over last year, Jarrod Hersh, floral
specialist at Publix 678 in Coral Springs, Fla., put together an
Administrative Professionals Week display unlike any he had done
before. The reward for his efforts was doubling his sales for
this holiday over the previous year. His display was an entry in
the 2004 “Merchandising Award of Excellence” contest, sponsored
by Super Floral Retailing and Börgen Systems.
TEAMING UP
Wanting to capture customers’ attention, Mr. Hersh decided
to create an office setting where it was unexpected, just inside
the doors of the supermarket. He approached the manager of a
local Office Depot about renting a desk and chair for the
display. The manager liked the idea so much that he let Mr.
Hersh borrow the furniture in exchange for including Office
Depot catalogs in the display. Office Depot delivered the
furniture and set it up. (After the holiday, the manager told
Mr. Hersh he had sold some desks as a result of participating in
the display.)
Mr. Hersh found an old computer and phone to place on the desk,
bringing the total cost for the display’s props to zero.
SIMPLE SIGNAGE
Mr. Hersh also kept the cost of the display’s signage to a
minimum. He used notebook paper and Post-It Notes on which he
wrote pricing, item descriptions and messages such as “Just for
You” or “For the Person Who Has Everything.”
Although overhead signage promoted the day itself, the
department promoted the week throughout the rest of the store
with signage and in-store announcements.
FRESH PRODUCT
In the display, Mr. Hersh merchandised bouquets with picks
targeted to the holiday. In addition to potted Kalanchoes and
mini mums, he offered bamboo gardens, dish gardens in large
coffee mugs, bud vases and arrangements.
This past year, Mr. Hersh says, a number of nearby companies
chose single large $40 to $50 arrangements of tropical flowers
for the whole office to enjoy.
GIFTWARE
In addition, the floral department merchandised ready-made
gift mugs that included candy and balloons. Mr. Hersh also
pulled together gift baskets of office supplies such as pens and
calculators. The grocery department contributed picture frames
and small portfolios.
The average sale ranged from $10 to $25. The balloon/candy mug
was priced at $8.99, and the potted plants ranged from $3.99 to
$30. Bouquets were priced at $6.99 to $12.99.
Mr. Hersh says most of the sales occurred the night before and
the morning of Administrative Professionals Day, but the display
continued to sell out through Friday.
You can reach Merchandising Merit writer Monica Humbard at
mhumbard@superfloralretailing.com or (800) 355-8086.
To enjoy the rest of this
issue, please go to the
Subscriptions page and get your
copy of Super Floral Retailing today!!!
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