Many floral departments are being forced to reduce or share floor space, yet keep old fixtures that do not fit the new space; or make due with worn-out, hand-me-down equipment that was never intended for floral. That leads a neglected look — not an appealing place to shop or be a part of.

This floral cooler system makes the floral department stand out.Instead, now is the best time to look at the marketing opportunities for the products you can deliver to your customers and to develop a new outlook for how to revive, re-position and renew your business. Today, more than any other time in recent history, the floral department needs to stand out and show that it delivers value to customers and store stakeholders. If change is going to happen, don’t fight it. Make it worthwhile to the future of the company, not just the start of a long slide to nowhere.

Look around your department and start planning:

• What items and services will your market want in the next few years?

• What products (new or established) will fill those needs?

• What new vendors do you need to find and how will they help you?

• What equipment and fixtures are needed to make the new space look appealing and help sell those future products and services?

To the last question we have some suggestions that can help you create solutions for a stronger future.

Watch the trends of other departments and see how the floral department can complement their growth. Can you help the produce department look fresher or more locally sourced? Can you cross-market on the grab-and-go lunch business in the deli? Can you provide arrangements or table pieces for the in-house food service? Be part of every department — you’re all on the same store team.

If you are going to downsize your space, it may be time to look at some new cases that are appropriate for the size of the department. Change out that 12-foot open bouquet case and three-door arrangement case with a one-door, six-foot open combination case. If you are going to share the space with another department you do not want an over-sized case that is half-empty or cross-merchandised with water bottles, dogfood or pudding cups. You need smaller, flexible cases that adapt to the products and volume you are selling. Cases with convertible shelves that go from bouquets to arrangements, and cases with pullout shelving or drawers that can keep a department looking put together during busier times when floor inventory is needed and then disappear during slow times.

If the department is going to be relocated, use the move to improve the functionality and resources of the space. Workspaces with low profile, refrigerated display areas in front will keep the staff in touch with the customers. Look at changing the height or depth of your cases to add storage or better department visibility across the store and use doored cases for improved merchandising, product shelf life and energy efficiency. At the very least, look at new shelving systems and LED lighting that present flowers in a positive way so their natural colors and features are displayed.

Make sure that cases have access to the refrigeration system. Display cases are the last cold link in the “Chain of Life,” which has been proven to give your customers longer lasting and better looking flowers. Too many times floral departments get pushed to the side and end up as a couple of dry-wire fixtures with long-past-prime product that gets thrown out.

Last, look at other industries for new ideas on designing your departments and don’t be afraid to step outside the lines. Look for a hot trend in the real estate industry such as the urban look - the trend of taking the older area or buildings and turning them into modern spaces. It is a blend of using what’s there and adding modern, up-to-date equipment and design to make the place cool again.

Case and fixture manufacturers have ideas that can help you make your floral operations a stronger bottom-line contributor to your company’s success. Just ask for their help in putting a plan together.

Bill Carlson is vice president of sales at Borgen Systems in Des Moines, IA. He can be contacted at [email protected].