pulls shoppers into blooming plant display.
When you plan floral displays, you probably focus on capturing
the eyes of your customers. However, you might find it
beneficial to appeal to their ears as well. Susan Jordan, floral
manager at Schnucks in University City, a suburb of St. Louis,
Mo., discovered this when she designed her “April Showers Bring
May Flowers” display.
Ms. Jordan placed a white angel fountain at the center of her
colorful blooming plant display. Her corporate office allowed
her to run water through it as long as it was kept clean and
didn’t get water on the floor. She checked it once a day and
turned it off at night.
Ms. Jordan says the fountain captured attention because shoppers
wanted to know where the sound of running water was coming from.
Once they found the source, she says, the colorful floral
products caught their eyes and took over. She entered the
display in the 2004 “Merchandising Award of Excellence” contest,
sponsored by Super Floral Retailing and Börgen Systems.
RAIN THEME The sound of running water went perfectly with
the display’s rain theme, which Ms. Jordan emphasized with
brightly colored umbrellas. She hung two from the ceiling with
fishing line and color-coordinated two others with folding
chairs she borrowed from the general merchandise department of
GARDEN EMPHASIS Ms. Jordan added more bright color with
coordinating flower balloons, a bumble bee balloon, water cans
and garden kneeling pads. These items also emphasized the garden
aspect of the display. She dropped a plant into one of the
watering cans as a gift idea and stuck butterfly picks into some
of the potted blooming plants. Garden tools and statuary also
helped develop the gardening theme.
COLOR BLOCKING All the product was placed on a tiered
merchandiser that Ms. Jordan constructed using gray blocks. The
display included a variety of both indoor and outdoor plants.
She noticed that customers purchased more outdoor products than
usual because they were mixed in with the indoor items.
Ms. Jordan color-blocked the product in yellow, pink and white
sections. The fresh product included yellow chrysanthemums and
pansies, pink azaleas and Hydrangeas, and white chrysanthemums.
The display was backed with a row of large dark green palms, and
a row of smaller palms lined the front.
ADDED BONUS Ms. Jordan had an unexpected bonus from the
display. Some customers in search of gifts requested that she
put together garden-themed gift baskets from products in the
display and combine dish gardens with garden gloves and tools.
Ms. Jordan’s display, located at the entrance to the
supermarket, went up as soon as the products arrived and stayed
up until it was no longer full, which she says wasn’t very long.
You can reach Merchandising Merit writer Monica Humbard at
email@example.com or (800) 355-8086.
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