How to lay out and merchandise your shop for the holiday rush

     Attractive displays are a crucial part of a florist’s successful holiday promotion. Many florists inadvertently overlook the fact that knowing where to position a display is just as crucial as its composition.

  1. To determine the focal points of your store, walk in the front door as if it was the first time. Notice where you look first. What do you see next? Which way does your head turn? Have your staff follow this procedure, and write down the points they notice first. Use a consensus of opinions to redefine the most important display areas in your store.

  2. The “big buy spot” is near the front entrance and should establish your store’s image, attract attention and showcase new merchandise. It also can be used for impulse items and exotic merchandise. Unusual items that stand out should be included in your inventory and should be featured regularly in the “big buy spot.” Many florists also believe that it is important to display the merchandise in which you have made the highest dollar value investment in your initial point of customer contact.

  3. Other important focal spots are behind the “big buy spot” and to the right and to the left. These areas can be used for rotating items that have been used in the “big buy spot” display previously.

  4. The cash register should be as far away from the entrance as possible to expose customers to your whole line of merchandise. The cash register counter should be attractively decorated. It’s also the perfect place for impulse merchandise in the $10 to $35 range.

  5. Smaller shops can benefit from creating aisles in the form of an “X.” Merchandise displays can be clustered within the indentations of the “X” outline, with the inverted “V”-shaped space at the bottom of the “X” being the “big buy spot.” This pattern invites customers to walk throughout the store.

  6. Display merchandise in a variety of price points. Although the overall look of a display may be elaborate, each display must comprise merchandise that a wide variety of customers can afford. For example, if a customer is drawn to a Victorian display, a high-priced brass container may invite him or her to that area, but there needs to be a less expensive piece that may be made of plastic but looks like brass. In addition to maintaining merchandise in a wide variety of price ranges, don’t overlook the importance of ordering an adequate amount of stock for all of your prominent display points.

  7. Don’t clutter up your store. Many retailers forget that customers need space to move around the store comfortably. Limited walkway space has been shown to make people feel confined and want to get out of the store as fast as they can.

Florists' Review Enterprises, Inc..
PO Box 4368
Topeka, KS   66604

Phone: 800-367-4708
Local: 785-266-0888
Fax: 785-266-0333

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