Blooming variety

Store Equipment & Design, Jan, 2001 by Will Daley

Developments in floral display include the experimentation with colors other than black and a new fresh water floral exchange case.

For years, the only color in floral display merchandisers was black.

That is changing, little by little, says Mike Wetzel, president of Floratech in Syracuse, N.Y., a company which makes cases in a full palette of colors.

Some stores are beginning to take a refreshing dive into the world of other colors, such as white and marble green, Wetzel says. "People are realizing that the choice is open and they can customize to their decor," he adds.

In fact, at June's Superfloral Show in Charlotte, N.C., Floratech, devoted half of the booth to anything but black--and got sunny responses, Wetzel says.

Here's why Wetzel thinks black has led the pack for so long: In the past, most cases were dosed door. Manufacturers tried everything to subdue the case, and what better color than black. But the main logic was--and still is--that flowers are presented better against a black background. And black goes with anything.

But that logic isn't all that logical, says Wetzel. For example, the black rule has never taken off in the produce department.

The black pack retreat will be a slow process, he predicts. It will be a case of monkey see, monkey do. "Until someone sees it, it is easy to go with just black," says Wetsell.

AUTO REFILL

In other developments, Borgen Systems, a manufacturer of refrigerated floral merchandisers based in Des Moines, Iowa, has come out with a fresh water exchange floral case that eliminates the need for workers to spend hours emptying and refilling vases.

In the Borgen Water Fresh Exchange Line, the only water is held within the vases themselves. "Another advantuge of this Borgen system is that it makes for a better floral product with fresher flowers, harder stems and less shrink," says company owner Arden Borgen. The system is available in both low-profile and upright styles.

The number of "steps" on which to display the flowers is flexible, but generally low-profile cases have three steps and uprights have four or five. The cases are available in different footprints.

The cases come with a digital controller, which controls the case temperature and the water evacuation and refill.

SIGNAGE BLUES

There are other--and cheaper--ways to refresh your floral department, such as signage, says one industry expert. "For the most part, floral departments do a poor job in signage," says Marcy Britigan, president of MEI, a LaGrange Park, Ill., company that designs floral refrigerators.

She uses an apple analogy. How many varieties of apples do shoppers know? Many. And they know which type they prefer. This logic should be applied to flowers, allowing shoppers to remember a certain type of, say, rose, that they liked. For example, they may have bought a dozen Oceana roses and really liked them, and will be quick to purchase again if they see such roses being sold.

"The more they know about what they are spending their money on, the happier they are with the purchase and the more inclined they are to do it again," she says.

This is where signage comes in--use it to promote. And to keep interest up. For example, flowers are coming in from all over the world. Tell your customers about the different varieties.

STAY FLEXIBLE

Another piece of advice is to buy flexible and modular systems.

Floral departments aren't stagnant and invariably have too much or too little display space, says Wetzel.

Flower sales have big peaks and valleys. For example, flower sales in July are much different from in the middle of winter. Storeowners can adjust to this with flexible displays, which can add or subtract to a space. It doesn't lock you down.

Harold Roberts of Hussmann, Bridgeton, Mo., says his company's spot display cases are very popular because they push impulse sales. They come in both hexagon islands and step islands, usually self contained and usually on wheels.

"All you have to do is plug it in," he says.

WHERE TO GO

Where is the best place to put the display? There's no one agreed-upon answer. Some say in the front, at the entrance, to grab attention. Others say to locate them near the checkout lines, for the impulse buy, a purchase that more healthful than candy but a whole lot more expensive.

"It's a philosophical question," says Britigan. "There are arguments all they way around. There are some very successful floral departments smack in the middle of the store."

Britigan herself likes entrance placement. "If they have disposable income, you want to grab that $10 right away," she says. And the freshness, fragrance and colors make a beautiful presentation as soon as shoppers hit the door.

Wetzel likes flowers near the cash registers. Why? Flowers are the most delicate item in the store. As soon as you take them out, they start drying out. And he says the checkout is good for impulse sales.

Keep these thoughts in mind when merchandising flowers:

* Create a focal area for displays. Treat the overall display as an arrangement, says florist David Schover of Severn, Md. Give it a focal point, and don't just stuff it full of merchandise. All floral design needs a focal point.