 Merchandising
Merit
A scary
combination
Supermarket boosts
sales with a startling display that merges Halloween, homecoming
and roses.
Customers usually know what to expect when they enter a
supermarket. Therefore, unanticipated displays prove effective.
Schnucks in Ballwin, Mo., combined two traditionally separate
events—Halloween and homecoming—and a simple rose promotion to
create one display the floral department called “Rose
Spooktacular.” The display increased sales while entertaining
shoppers of all ages.
SKELETONS
At the center of the display, which was an entrant in the
2005 “Merchandising Award of Excellence” contest, sponsored by
Super Floral Retailing and Börgen Systems, a skeleton couple
hung from the ceiling. They were dressed as a bride and groom,
complete with wedding rings. A spider web backdrop hung behind
them.
The female, nicknamed Orvella by the staff, held a silk flower
nosegay and wore a wedding veil, long black fingernails, high
heels and makeup. The male, fondly referred to as Claudette,
wore a boutonniere, hat and bow tie and had a gold tooth. The
children who visited the store were especially fond of the
couple.
HOMECOMING
The staff dressed the skeleton couple in formalwear to
encourage customers to think about homecoming, which was coming
up at the local high school. Signage reminded them to place
their flower orders for the event.
HALLOWEEN
To further incorporate Halloween, Floral Manager Cindy
McCullough merchandised a variety of Halloween-themed balloons
in the display and added a few miniature pumpkins along with
pumpkin decorations.
ROSES
Below the skeleton couple, Ms. McCullough color blocked an
autumn palette of dozen-rose bunches. She priced them at $9.99
per bunch instead of the regular $14.99.
Not only did the display increase rose sales for the department
during the few weeks it was up, but the homecoming orders also
surpassed the previous year’s.
You can reach Merchandising Merit writer Monica Humbard at
mhumbard@superfloralretailing.com or (800) 355-8086.
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