The Retail Flower Shop Original by Georgia Agricultural Education Curriculum Office Revised by Robbi

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The Retail Flower ShopOriginal by Georgia
Agricultural Education Curriculum OfficeRevised
by Robbie Buchanan May 2007
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Types of Flower Shops

• Full Service, Professional
• Specialty
• Limited Service
• Flower Merchandisers/ Cash and Carry

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Full Service

• Florist provides everything customer needs
• Complete range of flower products, services,
  flower-related products and consulting

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Specialty Flower Shop

• Specialize in one specific aspect of floristry

Examples silk flower dried flower designs
wedding flowers
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Limited Service Flower Shop

• Has a narrow range of services and products
• Designed for impulse buying
• Provide little service
• Pre-fabricated mostly
• Found in grocery stores and larger hospitals

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Flower Merchandisers

• Sometimes referred to as cash and carry or stem
  shops
• Located in high traffic areas
• Specialize in loose cut flowers sold by the stem
  or bunch
• Provides no delivery or design services

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Flower Merchandisers
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Locations

• Some consider it the most important factor in the
  success of a flower shop.

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There are a wide variety of location sites
typical for flower shops
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Free Standing Flower Shop

• A shop in a single unit building

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Free Standing
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Strip Center Flower Shop

• Combines several businesses that adjoin one
  another and make up a small shopping complex.

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Strip-Center
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Shopping Mall

• Hardest location to make a profit
• High rent

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Business Complex

• Immediate customer base
• Often are full service operation catering to the
  business needs of the other businesses in the
  complex
• Also combines mass merchandising for convenience
  of employees in the complex

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Downtown Location

• Usually are older, established businesses with
  loyal customer base
• Often focus on high-style design and motel
  business
• Market to other types of businesses

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Floral Department

• Located in supermarkets
• Usually mass merchandisers
• May offer limited services

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Shop LayoutA shop usually has these areas

• Area for displays and sales
• Work area for receiving and designing flowers
• Office area
• Area for processing orders
• Load out area

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Showroom Layout
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Work Area
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Order Area
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Visual Merchandising

• Attracting customers to the shop and creating
  interest in the flowers and merchandise
• Involves lighting, settings, color
• Uses visual communication to say BUY ME!

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Visual Merchandising, cont.

• An effective visual display will achieve four
  goals.
• Attract Attention
• Create Interest
• Turn interest into desire
• Generate sales

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Methods of Visual Merchandising
Vignette grouping similar types of merchandise
together for maximum visual appeal
Examples Halloween/Fall Valentines Day
Christmas Season
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Vignette
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Methods of Visual Merchandising
Window Display intended to attract attention to
the shop
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Window Display
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Methods of Visual Merchandising

• In-Store Display
• Product presentation should lead the customer
  through the store.
• Example Have cooler with live arrangements at
  the back of the shop.

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In Store Displays
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Each flower shop has six distinct roles and
responsibilities
Owner Manager Sales Design Delivery Accounting
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Other Considerations
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Marketing- everything a flower shop does to
find customers, serve them, maintain their
loyalty, and convince them to buy more often
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Computer Softwareaccountingpayrollinventory
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Advertising-paid media always directed to
selling- may be radio, TV, newspapers, direct
mail - new way web pages
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Promotion- process of advancing the awareness
of the flower shop- Open house-Providing
flowers for door prizes