Floral manager’s creativity
takes her customers to a tropical island retreat.
Every year, Lisa Tapp, the award-winning floral manager at
Albertsons No. 4176 in Weatherford, Texas, proves that putting
together displays that draw in shoppers is more about creativity
and imagination than a big prop budget. She has created
everything from castles to swans to tiki huts with cardboard
Ms. Tapp, who has won Honor Awards for her Valentine’s displays
two years in a row in the “Merchandising Award of Excellence”
contest, sponsored by Super Floral Retailing and Börgen Systems,
threw a “Tropical Island Party” for her floral customers last
year. Her island paradise display included monkeys, fish, sea
horses, tropical plants and flowers, palm trees, coconuts,
pineapples, a tiki hut, parrots and swimming children.
For two weeks, word spread around the small town of Weatherford
(population 22,500) that Ms. Tapp was working on one of her
trademark displays. Customers came in to check out her latest
creation. Not only did Ms. Tapp sell out of several products but
some customers wanted to buy her tiki hut for their own parties.
Ms. Tapp used the brown paper her flowers were shipped in to
top her cardboard tiki hut. She shredded it to create a thatch
look. On the side of the hut, she constructed a palm tree with
more boxes and brown paper. She used green construction paper
for the palms. From inside the hut, a plush monkey invited
customers into the department.
A variety of novelty-shaped foil balloons helped pull off
the tropical theme in addition to increasing sales, and tropical
foliage plants gave the display a full and lush appearance. In a
three-for-$10 bouquet section, Ms. Tapp showcased tropical cut
flowers, such as birds-of-paradise, as well as tropical flower
arrangements of Proteas, Anthuriums and birds-of-paradise, which
she accented with tiny ukuleles and sliced limes.
Ms. Tapp did such a great job of pulling off the promotion’s
tropical theme that she was able to sneak some of her everyday
products into the display as well. In her three-for-$10 section,
she featured bouquets of brightly dyed daisy mums. Potted
yellow, white and purple mums also added blasts of bright color
among the tropical foliage plants.
Ms. Tapp didn’t stop her tropical island party at the
perimeter of her department; she got other departments involved
as well. Some contributed Hawaiian Punch, coconuts and
pineapples, and staff throughout the store dressed in Hawaiian
shirts, leis and straw hats. The floral department made over
several departments by wrapping their counters with shredded
brown paper so they looked like tiki huts.
Ms. Tapp extended her tropical display to an open area near the
service deli. There, under a large beach umbrella, she had one
of her sales associates dressed in Hawaiian attire and a lei
selling dozen rose bouquets, which were on sale at the time.
You can reach Merchandising Merit writer Monica Humbard at
email@example.com or (800) 355-8086.
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