displaying the goods


Apparently you have just nanoseconds to attract the customer’s eye to your displays. Not much wonder the big boys spend a fortune on designing windows that will work and have a team of specialist people to do it for them. But


make a welcome


The Flower Room, round the corner from the Florist office, has one of the tiniest doorways we’ve seen and whilst the narrow passage leads into a slightly bigger showroom it’s fair to say that Lesley Farrow doesn’t have huge amounts of space. But what she has she uses to the max and why her doorway is ALWAYS a joy to behold. It always starts just before Christmas and while


foliage was the theme last year, this year she wrapped the whole entrance in gorgeously long, curving silver twigs. At Christmas it was a blaze of frosty white light with fairy lights spread through the branches and over the door. At Valentines an illuminated heart set the scene


with love messages while for Mother’s Day she festooned it with fab pink, white and peach fake roses and added her trademark hearts with loving MUM messages. And because the planters have scented hyacinth in them the entrance smells as good as it looks.


group to grab


Thanks to supermarkets the customer is used to just grabbing what they want, and while there may be a slow but noticeable return to independent shops you can’t assume they have hours to loiter there either. That’s why you need to offer the best of both worlds by being around to help if they want it but also have the grab and go market covered off as well. Outside displays are hugely important for this.


Not just for generating cash off the front of the shop but also as a way of customers being able to pick up something low cost and come in rather than perhaps be put off by thinking you are too expensive… a common reason why people don’t use florists. We liked this Dutch display because it grouped


everything together that still made for the grab and go element but were perhaps a little more refined!


90 F&wb Spring 2013


there are lots of tricks and ideas out there that work perfectly in every size shop. We took our cameras to the streets of Europe to pick up on some of our favourites this month… for more nifty display ideas visit theflorist.co.uk.


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