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Together we’re an ocean

Part mastery… part mystery. Most of the science behind good merchandising can be explained, but much of it cannot. We know it when we see it. We know it when we feel it.

With the proliferation of online, non-floral gift options and in-store purchases where 70 percent are unplanned, it is imperative to provide simple and clear merchandising guidelines to store teams. Although the theme and contents of each display should be different, there are five basic techniques of great displaymanship that are common to each display. These techniques will draw customers into the floral shoppe, and most importantly, keep them there long enough to buy!

wow1Wilai Sims, Floral Manager of Albertson’s Store 4279 in Burleson, TX, created this display. These important display techniques are:

Elements of Design: Line, shape, form, size, space, color, value and texture.

Principles of Design: Novelty, variety, harmony, unity, balance, proportion, emphasis, contrast, rhythm and pattern.

Focal Product: The focal product within each vignette is displayed at the highest, center-point of the display. If there is no center-point at the forefront of the display, the customer’s eye will not be affixed to the display long to enough to capture their interest, and they will walk quickly past it after a quick glance. Another term for this technique is “dynamic clustering” and almost every well-merchandised store follows this rule.  

Volume: Full displays sell product; empty displays are lonely and dull. Studies show that the fewer the products on display, the less likely a customer will make a purchase from it. Imaging how unattractive a banana display would be with only three bunches of bananas on display. Volume sells!

wow2Lisa Schuler, Floral Manager of Albertson’s Store 2561 in Garland, TX.

Sensory Component: Signs and other graphic material within the display communicate product specifics to the consumer such as the theme, product name, size/stem count and price. It’s extremely important that all signs are readable from a distance and create a barrier-free experience toward the final execution of the purchase. A general rule of thumb for indoor signage is that the text should be 1-inch tall for every 32 feet away that the sign needs to be read.

Honor thy visual merchants — they tell the story! But don’t forget the “locomotive” that pulls products through the supply chain: researchers, growers, manufacturers, educators, warehouse employees, corporate staff, store management, transportation teams and many more!  

Together, we’re an ocean.