Merchandising

As New Year’s confetti is swept away, the floral industry turns its attention to the hearts and flowers of Valentine’s Day displays, which bring an opportunity for increased sales and cross-department upsells. For well-planned and executed displays, these added dollars can be as targeted as Cupid’s arrow and twice as important to your store’s bottom line. Here are three stores whose displays help customers look for love in all the right places.

“Displays rely on romance for increased sales in Florida, Missouri and Canada stores.”

At Publix Super Markets in Cooper City, Fla., Produce Manager Jessica DeSalvatore and Store Manager James Gooze made it rain indoors with their theme “Love, Rain on Me.” DeSalvatore did the paintings, umbrellas and planning of the display while Gooze was responsible for the construction of the display.

“We had a bundle item that if you bought a dozen-rose vase arrangement, you got a chocolate bar for free. The display was massive and inviting. Customers and associates all loved the display and were taking pictures of it. They were asking who built the display and would come find Jessica to thank her for her beautiful display. Our sales where up over last year’s sales, so I would say this display definitely made a difference,” said Gooze.

The colorful display took advantage of the available space, filling it with decorated tables of floral bouquets as well as cross-promotional items such as vases, stuffed animals, candy, cupcakes and individual stands of small balloons. Coolers also filled the space and offered heart-shaped cakes and containers of fresh strawberries. Throughout the department, heart-shaped balloons filled the air while overhead, suspended white umbrellas and cutout hearts reinforced the department’s theme.

With much less available space to organize a display, Schnuck Markets of Affton, Mo., benefited from the creativity of Floral Manager Taylor Bagby and Supervisor Chasady Boehm.

“I have limited space in my department and wanted to do something to ‘wow’ my customers and draw excitement to my products. I have this giant pole in the front of my department and had an idea for a Valentine’s Day tree of love. I wrapped the pole with white-and-silver wrapping paper, then I added red sparkly hearts and cut tree branches, and spray-painted them white and red. I also tied foam hearts to the ends of branches and added swings and ropes with stuffed animals to make it more fun. Nothing says Happy Valentine’s Day like a tree of love in a Valentine’s Day wonderland,” said Bagby.

The innovative display showcased the trio of pink, red and white in almost all products, with greenery and few other colors present but cleverly understated to not deter from the theme. Among the plethora of products were bouquets of roses, as well as various cut flowers of the color trio and inflated balloons of all shapes and sizes. The department made great use of their available space with a cold case of bakery cross-promotions and shelving with candy displays.

Looking at Valentine’s Day from a different perspective is Sobeys, in St. John’s, Newfoundland, Canada, where products on display were intended to keep men out of the doghouse last year. Floral Operator Alice Burke, along with Floral Clerks Juanita Frizzell and Alyssa Connolly, and Supervisor Valerie Lewis worked together to created their store’s tongue-in-cheek theme, “Don’t end up in the doghouse this Valentine’s.”

“We used items such as nonalcoholic wine and chocolates from the grocery department; bath salts, foaming bath and candles from general merchandise; cookies from the bakery; and cinnamon heart candies from the bulk/produce department,” said Burke. “Our signage, as well as the theme, was inspired by our ‘doghouse’ cards. One of our ladies was able to copy the card onto a computer at home and resize it for our signs.”

The department’s display included a dressed “man” in a constructed doghouse, surrounded by products that, had he bought, would have kept him from his confinement. The products on display included a nice variety of arrangements, bouquets and plants; food items; and fun, all of which were well organized and served to reinforce the department’s theme. The area also showcased items such as balloons and plush animals, to accommodate every shopper and keep him (or her!) out of the doghouse, as intended.

Although her display was not typical for Valentine’s Day, Burke pointed out, “It was well received by our customers, and many people took pictures to show family and friends on Facebook.”