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

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Feb 02, 2023 304 likes •494 views

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

SLIDE 1

FLORAL MERCHANDISING

PRESENTED BY: STACY McCOY CONTINENTAL FLOWERS

9/8/2020 Confidential Information of Continental Flowers Page 1

SLIDE 2

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

9/8/2020 Confidential Information of Continental Flowers Page 2

SLIDE 3

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

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SLIDE 4

FLORAL PRODUCT GROUPINGS

THERE ARE 5 BASICE FLORAL PRODUCT GROUPINGS:

1. COLOR
2. VARIETY
3. SIZE
4. PRICE
5. TYPE OF PACKAGING

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SLIDE 5

FLORAL DISPLAY DESIGNS

THERE ARE 5 BASIC FLORAL DISPLAY DESIGNS:

1. HORIZONTAL
2. VERTICAL
3. MASS DISPLAYS
4. SPECIAL PRESENTATIONS
5. REFRIGERATED DISPLAYS

9/8/2020 Confidential Information of Continental Flowers Page 5

SLIDE 6

HORIZONTAL FLORAL GROUPING

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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:

SLIDE 7

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

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SLIDE 8

COOLER DISPLAY SUGGESTIONS

Group bud vases on one shelf by variety, color, and

size

Place floral arrangements on their own shelf,
rganized 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.

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SLIDE 9

DO’S AND DON’TS

DO:

Keep it simple
Make it sturdy
Direct purchases to high

profit items

Mark up your special

feature floral products for special events

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DON’T:

Take up space that is needed for

floral products with too many props

Make a display design with your

floral products that shoppers will be reluctant to “break up”

Block traffic
Overspend for one time use of

props

Make big plans when little time is

available

SLIDE 10

How does this look in a store?

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SLIDE 11

Horizontal Floral Displays

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SLIDE 12

Vertical and Cooler Display

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SLIDE 13

Special Presentation/ Mass Displays

9/8/2020 Confidential Information of Continental Flowers Page 13

SLIDE 14

Packaging Displays

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SLIDE 15

Don’t! vs Do!

9/8/2020 Confidential Information of Continental Flowers Page 15 Displays on left and below are disorganized with no harmony. Display on the right is separated by floral category and color.

SLIDE 16

Don’t! vs Do!

9/8/2020 Confidential Information of Continental Flowers Page 16 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.

SLIDE 17

Don’t! vs Do!

9/8/2020 Confidential Information of Continental Flowers Page 17

The display on the left has too much signage. The display on the right has the appropriate amount of signage.

SLIDE 18

Don’t! vs Do!

9/8/2020 Confidential Information of Continental Flowers Page 18 The cooler below is empty and unorganized. Product should be separated by bouquet / bunch type, color, and price. The cooler on the right is

rganized, 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.