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Merchandising
Merit
Covering
all
your bases
Store rings up record sales with
Valentine’s Day display that offers something for everyone.
When merchandising for Valentine’s Day, stores hope to have at
least one gift that will appeal to each customer who walks in
the door. Last year, Albertsons/Osco (Store No. 960) in Tucson,
Ariz., built the largest and most successful Valentine’s Day
display in its history. If customers couldn’t find the gifts
they wanted, they had the option of having floral items
specially made at the display’s custom station.
The display, an entry in the 2005 “Merchandising Award of
Excellence” contest, sponsored by Super Floral Retailing and
Börgen Systems, achieved record sales for Valentine’s Day. The
floral staff credits the display’s success to planning,
attention to detail and a coordinated effort.
CAREFUL PREPARATION
Planning for the Valentine’s Day display started right after
Christmas. One month out from setup, the floral department staff
began saving floral boxes and wrapping them in Valentine’s Day
paper. They used these to add color between the bouquet buckets
and merchandiser blocks.
The employees constructed the display one week before the
holiday. While variety of product is important to Albertsons,
convenience is a consideration as well. The staff made sure the
display was easy to shop from all sides.
CROSS MERCHANDISING
Coordinated by the store’s director, the Valentine’s display
was a team effort from all the departments. Items ranged in
price from a little more than $3 to around $50. Floral offerings
included small and large wrapped bouquets, bud vases, rose
arrangements, balloons, and potted tulips and mini roses.
The bakery department contributed Valentine’s Day cakes and
cookies, and the general merchandise department offered candy,
plush and greeting cards. The liquor department added champagne.
The produce and grocery departments supplied two Kraft freezers
containing chocolate-covered strawberries and Reddi-wip whipped
cream. The day before and on Valentine’s Day, the produce
manager manned a cart from which he passed out fresh
chocolate-covered strawberries.
CUSTOM ORDERS
Despite the diverse selection of items in the display,
Floral Assistant Brandi Schmitt says many customers still
requested custom-made floral gifts. Workers at the custom
station could take the customer’s bouquet choice and wrap it in
tissue paper or turn it into an arrangement. They handled other
services, too, from wrapping single roses in tissue to creating
dozen rose arrangements.
The Valentine’s Day display sold so well that the staff was
constantly refilling it. When fresh floral wasn’t available,
they turned to plush and candy from general merchandise. Not
only did employees give the display great reviews, but Ms.
Schmitt says customers were wowed by it as well.
You can reach Merchandising Merit writer Monica Humbard at
mhumbard@superfloralretailing.com or (800) 355-8086.
To enjoy the rest of this
issue, please go to the
Subscriptions page and get your
copy of Super Floral Retailing today!!!
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