Presentation Transcript
The Retail Flower Shop Chapter 21 The Art of Floral Design 2nd Edition Noah Hunter Delmar Publishers: The Retail Flower Shop Chapter 21 The Art of Floral Design 2nd Edition Noah Hunter Delmar Publishers
Types of Flower Shops: Types of Flower Shops Full Service, Professional
Specialty
Limited Service
Flower Merchandisers
Full Service: Full Service Florist provides everything customer needs
Complete range of flower products, services, flower-related producst and consulting
Specialty Flower Shop: Specialty Flower Shop Specialize in one specific aspect of floristry
Examples: silk flower
dried flower designs
wedding flowers
Limited Service Flower Shop: 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
Flower Merchandisers: 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
Slide7: Flower Merchandisers
Locations: Locations Some consider it the most important factor in the success of a flower shop.
There are a wide variety of location sites typical for flower shops: There are a wide variety of location sites typical for flower shops
Free Standing Flower Shop: Free Standing Flower Shop A shop in a single unit building
Free Standing: Free Standing
Strip Center Flower Shop: Strip Center Flower Shop Combines several businesses that adjoin one another and make up a small shopping complex.
Example: new florist here in Fouke
Strip-Center: Strip-Center
Shopping Mall: Shopping Mall Hardest location to make a profit
High rent
Business Complex: 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
Downtown Location: 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
Floral Department: Floral Department Located in supermarkets
Usually mass merchandisers
May offer limited services
Examples: Alberton’s, Walmart
Shop Layout A shop usually has these areas:: Shop Layout A 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
Showroom Layout: Showroom Layout
Work Area: Work Area
Order Area: Order Area
Visual Merchandising: 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!”
Visual Merchandising, cont.: Visual Merchandising, cont. An effective visual display will achieve four goals.
Attract Attention
Create Interest
Turn interest into desire
Generate sales
Methods of Visual Merchandising: Methods of Visual Merchandising Vignette – grouping similar types of merchandise together for maximum visual appeal Examples: Halloween/Fall
Valentine’s Day
Christmas Season
Vignette: Vignette
Methods of Visual Merchandising: Methods of Visual Merchandising Window Display – intended to attract attention to the shop
Window Display: Window Display
Methods of Visual Merchandising: 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.
In Store Displays: In Store Displays
Each flower shop has six distinct roles and responsibilities: Each flower shop has six distinct roles and responsibilities Owner
Manager
Sales
Design
Delivery
Accounting
Other Considerations: Other Considerations
Marketing - everything a flower shop does to find customers, serve them, maintain their loyalty, and convince the to buy more often: Marketing - everything a flower shop does to find customers, serve them, maintain their loyalty, and convince the to buy more often
Computer Software accounting payroll inventory: Computer Software accounting payroll inventory
Advertising -paid media always directed to selling - may be radio, TV, newspapers, direct mail - new way – web pages: Advertising -paid media always directed to selling - may be radio, TV, newspapers, direct mail - new way – web pages
Promotion - process of advancing the awareness of the flower shop - Open house -Providing flowers for door prizes: Promotion - process of advancing the awareness of the flower shop - Open house -Providing flowers for door prizes