Your beautiful bouquets might bring customers through the door, but don’t overlook thoughtful merchandising as a way to help sales climb. Below are some of our favorite store merchandising strategies. Have more suggestions for your fellow florists? Tell us in the comments section below!
“Market the best, offer the less”
Keith White AIFD, FTD Education Consultant and merchandising expert, says florists should “market the best, offer the less.” In other words, showcase your grandest designs that are most likely to attract customers’ attention. If these products are priced above what the customer is looking to spend, you can refer them to the less-expensive items you offer. You can also help increase average order values by displaying add-on products alongside your floral designs. Watch Keith’s Holiday Merchandising video below…
Go beyond flowers
According to the Society of American Florists’ post-Valentine’s Day 2016 survey, the following were the most popular non-floral items sold during the holiday. How many of these are available in your store?
- Greeting cards
- Gift baskets
Ensure that your staff is suggesting these items as add-ons to every customer who visits or calls in to your shop. If you need to stock up on last-minute goods, contact FTD Marketplace.
Show multiples, sometimes
When creating your holiday displays, Keith recommends showing multiples of items that are meant to be sold several at a time, such as candles. On the other hand, don’t display all of your larger, more expensive items. Customers are more likely to purchase these if they think there is only one available.
Refine your signage
Keith recommends banning the word “sale” from your store displays. Instead, say “special.” This implies that the featured items are of a higher value. You could also incorporate your shop logo into your signage to further your branding.
Look in your front window
Go stand on the sidewalk in front of your shop and look in the front window. Does what you see intrigue you? If not, take the time to put together an eye-catching display. While it might be tempting to grab all the red and pink items in your shop and put them in your window, keep the design clean and bold. Try displaying large items, such as tissue paper puffs hung from the ceiling, to attract the eye. With a little time and thought, creating a stunning window display shouldn’t be intimidating or costly.
For more Valentine’s Day tips and tricks, be sure to check out FTDi.com/ValentinesDay.2