The Retail Flower Shop Chapter 21 The Art of Floral Design 2 nd Edition Noah Hunter Delmar Publishers

1. The Retail Flower ShopChapter 21The Art of Floral Design2nd EditionNoah HunterDelmar Publishers

2. Types of Flower Shops • Full Service, Professional • Specialty • Limited Service • Flower Merchandisers

3. Full Service • Florist provides everything customer needs • Complete range of flower products, services, flower-related producst and consulting

4. Specialty Flower Shop • Specialize in one specific aspect of floristry Examples: silk flower dried flower designs wedding flowers

5. Limited Service Flower Shop • Has a narrow range of services and products • Designed for impulse buying • Provide little service • Pre-fabbed mostly • Found in grocery stores and larger hospitals

6. Flower Merchandisers • Sometimes referred to as cash and carry or stem shops • Located in high traffic areas • Specialize in loose cut flowers sold by the stem or bunch • Provides no delivery or design services

7. Flower Merchandisers

8. Locations • Some consider it the most important factor in the success of a flower shop.

9. There are a wide variety of location sites typical for flower shops

10. Free Standing Flower Shop • A shop in a single unit building

11. Free Standing

12. Strip Center Flower Shop • Combines several businesses that adjoin one another and make up a small shopping complex. • Example: new florist here in Fouke

13. Strip-Center

14. Shopping Mall • Hardest location to make a profit • High rent

15. Business Complex • Immediate customer base • Often are full service operation catering to the business needs of the other businesses in the complex • Also combines mass merchandising for convenience of employees in the complex

16. Downtown Location • Usually are older, established businesses with loyal customer base • Often focus on high-style design and motel business • Market to other types of businesses

17. Floral Department • Located in supermarkets • Usually mass merchandisers • May offer limited services • Examples: Alberton’s, Walmart

18. Shop LayoutA shop usually has these areas: • Area for displays and sales • Work area for receiving and designing flowers • Office area • Area for processing orders • Loadout area

19. Showroom Layout

20. Work Area

21. Order Area

22. Visual Merchandising • Attracting customers to the shop and creating interest in the flowers and merchandise • Involves: lighting, settings, color • Uses visual communication to say “BUY ME!”

23. Visual Merchandising, cont. • An effective visual display will achieve four goals. • Attract Attention • Create Interest • Turn interest into desire • Generate sales

24. Methods of Visual Merchandising Vignette – grouping similar types of merchandise together for maximum visual appeal Examples: Halloween/Fall Valentine’s Day Christmas Season

25. Vignette

26. Methods of Visual Merchandising Window Display – intended to attract attention to the shop

27. Window Display

28. Methods of Visual Merchandising In-Store Display Product presentation should lead the customer through the store. Example: Have cooler with live arrangements at the back of the shop.

29. In Store Displays

30. Each flower shop has six distinct roles and responsibilities Owner Manager Sales Design Delivery Accounting

31. Other Considerations

32. Marketing- everything a flower shop does to find customers, serve them, maintain their loyalty, and convince the to buy more often

33. Computer Softwareaccountingpayrollinventory

34. Advertising-paid media always directed to selling- may be radio, TV, newspapers, direct mail - new way – web pages

35. Promotion- process of advancing the awareness of the flower shop- Open house-Providing flowers for door prizes