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Merchandising
Merit
 Get sales
hopping
New Jersey store eggs on Easter
purchases by putting all its bunches in one basket.
Sometimes the best way to increase sales for a holiday is right
under your nose. You don’t always have to spotlight a new
product or design a display that requires hours and hours of
labor to construct. The floral staff at Kings Supermarket in
Berkeley Heights, N.J., had done the latter before, but for
Easter 2005, it took a simpler approach—and it paid off.
The store’s floral manager, Bonnie Garafano, entered its
creative Easter basket display in the 2005 “Merchandising Award
of Excellence” contest, sponsored by Super Floral Retailing and
Börgen Systems.
BASKET CONSTRUCTION
At the store’s entrance, next to the floral department, the
Kings’ floral staff assembled a giant Easter basket. They used
wooden barrels found throughout the store and milk crates from
the dairy department to form the shape of the basket. On top,
they laid a green tablecloth to hide the barrels and crates.
Next, the staff wrapped the “basket” with corrugated paper,
which it then covered with Easter weave-patterned cloth.
For the basket handle, they used a long strip of wood wrapped in
ribbon. They bent it over the Easter basket and inserted the
ends into the slits of the milk crates.
FILLING THE BASKET
At the center of the basket, the floral department placed a
large plush bunny holding a smaller bunny. Then, the staff
surrounded the rabbit duo with buckets of Easter consumer
bunches, which were part of the department’s regular
three-for-$12 program. They used green “grass” to fill in around
the buckets.
THE FINAL TOUCHES
To complete the display, the staff attached a colorful bow
to the basket handle and floated butterfly balloons overhead.
They also incorporated some potted plants and Easter figurines
from the grocery department.
A BUNCH OF SALES
After a couple of hours of work, the store’s bookkeeper,
Linda Berberich, who helped with the construction, says the
floral department had a simple, yet eye-catching, display that
customers loved. During the week the display was up, the
three-for-$12 bunches jumped from the third-best seller in 2004
to the second best in 2005, and Easter sales surpassed the
previous year.
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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