FLORAL MERCHANDISING PRESENTED BY: STACY McCOY CONTINENTAL FLOWERS - PowerPoint PPT Presentation

FLORAL MERCHANDISING PRESENTED BY: STACY McCOY CONTINENTAL FLOWERS Confidential Information of Continental Flowers Page 1 9/8/2020

MERCHANDISING GOALS Merchandising: the activity of promoting the sale of goods, especially by their presentation in retail outlets. Merchandising Goals: 1. Attract attention to the floral department 2. Influence the buying decision 3. Generate more profitable sales 4. Create more sales volume 5. Increase the frequency of buying Confidential Information of Continental Flowers Page 2 9/8/2020

FLORAL PRODUCT CATEGORIES THERE ARE 5 BASIC FLORAL PRODUCT CATEGORIES: 1. FRESH FLOWERS 2. POTTED BLOOMING PLANTS 3. POTTED FOLIAGE PLANTS 4. PERMANENT OR NON-FRESH FLOWERS 5. ACCESSORY ITEMS Confidential Information of Continental Flowers Page 3 9/8/2020

FLORAL PRODUCT GROUPINGS THERE ARE 5 BASICE FLORAL PRODUCT GROUPINGS: 1. COLOR 2. VARIETY 3. SIZE 4. PRICE 5. TYPE OF PACKAGING Confidential Information of Continental Flowers Page 4 9/8/2020

FLORAL DISPLAY DESIGNS THERE ARE 5 BASIC FLORAL DISPLAY DESIGNS: 1. HORIZONTAL 2. VERTICAL 3. MASS DISPLAYS 4. SPECIAL PRESENTATIONS 5. REFRIGERATED DISPLAYS Confidential Information of Continental Flowers Page 5 9/8/2020

HORIZONTAL FLORAL GROUPING • In horizontal designs, group colors together, too much color separation is not good for the design. • Preferred: all colors grouped together • Not good: too much color separation: Confidential Information of Continental Flowers Page 6 9/8/2020

VERTICAL FLORAL DESIGNS • Vertical display designs should have all colors grouped together. Too much color separation is not appealing • Preferred: all colors grouped together • Not good: too much color separation Confidential Information of Continental Flowers Page 7 9/8/2020

COOLER DISPLAY SUGGESTIONS • Group bud vases on one shelf by variety, color, and size • Place floral arrangements on their own shelf, organized by size and shape, to balance the grouping • On the bottom of the cooler, display buckets of cut flowers, grouped by variety and color. • Separate bouquets into separate buckets and group by color, price, and size. Confidential Information of Continental Flowers Page 8 9/8/2020

DO’S AND DON’TS DO: DON’T: Take up space that is needed for • Keep it simple • floral products with too many Make it sturdy • props Direct purchases to high Make a display design with your • • floral products that shoppers will profit items be reluctant to “break up” Mark up your special • Block traffic • feature floral products for Overspend for one time use of • special events props Make big plans when little time is • available Confidential Information of Continental Flowers Page 9 9/8/2020

How does this look in a store? Confidential Information of Continental Flowers Page 10 9/8/2020

Horizontal Floral Displays Confidential Information of Continental Flowers Page 11 9/8/2020

Vertical and Cooler Display Confidential Information of Continental Flowers Page 12 9/8/2020

Special Presentation/ Mass Displays Confidential Information of Continental Flowers Page 13 9/8/2020

Packaging Displays Confidential Information of Continental Flowers Page 14 9/8/2020

Don’t! vs Do! Displays on left and below are disorganized with no harmony. Display on the right is separated by floral category and color. Confidential Information of Continental Flowers Page 15 9/8/2020

Don’t! vs Do! Display on the left has no organization. The bouquets should be separated into buckets by type and color. The display on the right has all of the same product represented in the whole display. Confidential Information of Continental Flowers Page 16 9/8/2020

Don’t! vs Do! The display on the left has too much signage. The display on the right has the appropriate amount of signage. Confidential Information of Continental Flowers Page 17 9/8/2020

Don’t! vs Do! The cooler below is empty and unorganized. Product should be separated by bouquet / bunch type, color, and price. The cooler on the right is organized, separated by type (bouquets are separated from roses, and roses are organized by color.) Even the vases at the bottom of the cooler are separated by color. Confidential Information of Continental Flowers Page 18 9/8/2020