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store profile
Market of Choice:
Giving customers what they want |
A high level
of customer service is a key part of this Oregon independent’s
floral success.
by
Cynthia
L. McGowan
At Market of Choice
in Oregon, the focus is on listening to customers and giving
them exactly what they want. In floral, that means providing
exceptional service, whether it’s surprising a shopper with
information about a hard-to-find plant she’s been searching for
or taking the time to work with another customer to create the
perfect gift basket.
The seven-store family-owned independent, headquartered in
Eugene, Ore., has found its niche in offering customers an
extensive selection of conventional, natural, organic and
health-conscious products, in an upscale, contemporary setting.
Says President Rick Wright, “We have built our business
around listening to our customers. When they told us they wanted
conventional and organic products all in one place, we made it
happen.”
The company also has responded to customers’ desire for
locally sourced products by choosing Oregon vendors whenever
possible. It points out those local connections on in-store
signage; in its biweekly Savories newsletter; and on its
award-winning, interactive Web site,
www.marketofchoice.com.
And it demonstrates its commitment to sustainability by choosing
recycled packaging when possible, eliminating plastic bags at
checkout stands and installing solar panels at one location.
The inviting stores offer shoppers a wealth of sensory
experiences. Chefs create gourmet entrées for customers to eat
in the stores or take home. The custom bakeries offer artisan
breads and irresistible treats. Wine and coffee stewards help
shoppers find the right selections. A customer at the Portland
location gave Market of Choice five stars (out of five) in a
review at www.Yelp.com and
described a day spent sampling free pizza, wine and grilled
marinated pork; checking out the organic produce; admiring the
extensive selection of hot sauces; picking up an “amazing” slice
of carrot cake; and enjoying a great conversation with a
cashier. “This is like a McDonald’s playground for adults,” the
reviewer wrote. “I’m lovin’ it.”
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market of choice: |
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HEADQUARTERS
Eugene, Ore.
OWNERSHIP
Market of Choice Inc.
PRESIDENT
Rick
Wright
STORES
Seven, in Eugene, Portland, West Linn and Ashland, Ore.
SALES
Exceeded $120 million in fiscal year 2009
YEAR FOUNDED
1979
STORE SIZE
Averages 10,000 to 43,000 square feet
EMPLOYEES
700
FLORAL DEPARTMENT SIZE
Varies
FLORAL EMPLOYEES
1-2 per store
FLORAL SERVICES
Custom designs, bouquets, arrangements, small event and
wedding orders; delivery available at some locations
BIGGEST
FLORAL HOLIDAY
Mother's Day
FLORAL & PRODUCE BUYER AND MERCHANDISER
Gene Versteeg
FLORAL
MANAGER, WEST LINN STORE
Anne Marie Bracco
WEB SITE
www.marketofchoice.com
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first point
of contact
The
full-service floral departments, filled with beautiful and
enticing selections of bouquets, arrangements, foliage and
blooming plants, balloons, and more, are at the front of the
stores. Anne Marie Bracco,
 floral manager at the West
Linn location, says she is the first point of contact for
customers, who often ask her for general information about the
store. She sees that interaction as an opportunity to talk about
flowers and remarks, “We end up making some nice customers that
way.”
And to make sure customers notice her department, Ms. Bracco
keeps displays bright and cheerful,
“so it feels like an instant uplift to folks when they walk in,” she
describes. She also merchandises by color, grouping similarly
hued products together on nesting tables and wood shelving. She
also resets her department nearly every day to keep customers’
attention.
But Ms. Bracco describes her most important merchandising
tool as freshness. “I always merchandise for fresh—keeping
things dusted, glossy, brand-new looking,” she remarks.
ordering at
the store level
To ensure freshness,
the stores get flower deliveries three to five days a week. The
floral managers do their own ordering directly from suppliers, a
process that Gene Versteeg, the floral and produce buyer
and merchandiser, says gives them a sense of ownership and
responsibility for their departments. “They know what their
customers like,” he points out, “and we trust that our floral
managers will order and merchandise their products in a way that
appeals to their customers.”
Oregon boasts a thriving commercial flower-growing industry,
and Market of Choice takes full advantage of that resource. Ms.
Bracco orders only from local growers but acknowledges that when
some flowers are out of season, her suppliers, in turn, will
order from other sources including South American growers.
The floral managers will point out locally grown flowers
with signage telling the name of the farm and also in
conversations with customers. “We definitely play that up,” Ms.
Bracco says. For example, her lavender supplier’s operation is
near the store, and she’ll tell shoppers perusing the fragrant
flowers, “‘You know, these are from right down the road; you’ve
probably driven by it on your way to the freeway,’ and they know
right where I’m talking about.”
Floral customers respond to that local connection, Ms.
Bracco observes, adding that it’s not a passing fad in the
community but a strongly held value. “It’s really deeply felt,
and that’s not going to change if it’s no longer the trendy
thing,” she emphasizes.
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keys to success |
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MERCHANDISING
The floral departments at Market of Choice use fresh
products and vibrant color to attract customers’ attention.
SERVICE
The stores offer custom designs, prom, event and wedding
services. Floral managers listen to customers to find out
how to meet their needs and then make sure to follow
through.
PRODUCTS
Flowers and plants are delivered to the stores up to five
times a week for maximum freshness. Local sourcing is an
important community value, and many of the floral products
come from area growers.
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wide range of bouquets
Bouquets are the
top-selling floral item at the West Linn store, Ms. Bracco
reports, with styles changing weekly to keep customer interest
high. Prices range from $7.99 to $37.99, with all price points
selling well. She has found that higher-priced bouquets are
still popular despite the economy. “It’s a quality-specific
customer here,” she explains.
Customers also enjoy creating their own bouquets, making
consumer bunches their next favorite purchase. “A huge seller
most of the year when they are available is tulips,” which come
from a grower in Philomath, Ore., Ms. Bracco remarks. Also
popular are lilies, roses, carnations, Alstroemerias,
Gerberas, sunflowers and Irises. Roses and
Gerberas also sell well as single stems.
Shoppers prefer foliage plants for their offices, Ms. Bracco
reports, especially those they are familiar with and know how to
take care of, such as peace lilies, Pothos,
Philodendrons and ferns. Upgraded blooming plants also are
strong sellers.
The floral managers will create arrangements for customers,
who can call ahead or have them made while they shop, and they
keep a selection on hand for impulse buys. Ms. Bracco’s
clientele prefer arrangements that are upscale and feature
specialty flowers in hot colors. “People like spicy colors
here,” she comments, likely reflecting a desire to complement
the warm colors in their homes.
Custom gift baskets are a signature item for the floral
departments, incorporating fruit, wine and gourmet foods from
throughout the store. “I try to find a mix of products that make
sense, foodwise, but also look really beautiful together,” Ms.
Bracco shares. Most important, she takes the time to find out
exactly what customers want. “It’s asking focused questions and
then listening carefully for what their style is or what they’re
trying to achieve,” she remarks. “It makes a difference, and I
can tell from their responses that they appreciate that.”
responding to needs
Shoppers also appreciate floral managers’ immediate attention to
their needs, resulting in satisfied—and repeat—customers. Ms.
Bracco often has customers ask about unusual plants or varieties
they had in the past and are interested in again. “It’s funny
how often people have sort of a shocked look on their faces when
I say, ‘If you have other shopping, I can run and look up some
of my favorite sources and see what I can find out for you, and
I’ll catch up with you.’ They’re just so surprised that I’m
willing to do that right then and give them an answer.”
And that interaction is important to customers and sales,
Ms. Bracco points out. When she walks up to customers and starts
talking about her products, “Their whole demeanor changes,” she
notices. They are often glad to have an expert to confer with
and get advice from. “It’s so obvious to me what a huge
difference that makes,” she confirms. “It’s not just about
providing the product but being a resource.”
As a result of such good customer care, the floral
department’s sales are up during a lagging economy. Confirms Ms.
Bracco: “Going the extra mile really makes a big difference.”
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the floral blog |
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Another way Market
of Choice connects with its customers is through its Web
site,
www.marketofchoice.com. The site was launched in
2008 and already has won three major business awards for its
employee-written blogs, customized specials, interactive
forums and more.
The floral operation is prominently showcased on the Web
site, with both a featured employee and vendor as well as a
blog. Anne Marie Bracco, floral manager at the West
Linn, Ore., location, writes the floral blog, updating it
every two to four weeks. In a friendly, conversational tone,
she writes on a wide range of floral topics including what’s
new in the department, what a change of seasons might bring
or how to care for a featured flower.
In an August entry, about the approach of autumn, she
writes, “As a florist, it’s also an exciting time, because
for most people, the turn in the weather means a return to
routine and spending more time indoors. And that means more
chances for me to create designs that folks will share and
enjoy in their homes and workplaces.”
In addition to serving as a great tool for marketing the
floral departments, the blog is a good forum for education,
Ms. Bracco notes. Her first entry was about roses, with care
information. When busy shoppers wanted information on caring
for their rose purchases but didn’t have time for detailed
instructions, she would tell them to check out her blog. She
sees more possibilities ahead for education, such as caring
for poinsettias at Christmas.
The blogs also add a level of familiarity for customers,
Ms. Bracco shares. “They get to know the managers,” she
remarks. As a result, “They might feel more open to
approaching me when they have a special event coming.”
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Reach Editor in Chief Cynthia L. McGowan at cmcgowan@superfloralretailing.com
or (800) 355-8086.
Photos courtesy of Market of Choice
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