This page contains a Flash digital edition of a book.
Many of Barbara’s buying


strategies were picked up from the Dutch designer she ‘won’ for a day’s consultancy in her shop, through a Florist & Wholesale Buyer competition. “I learned such a lot from that


experience about the economies of making say, six of the same design, to be able to offer them at a good retail price”.


Add-ons She also booked an in-shop training day with retailing expert Tim Huckabee, who tutored Barbara and the staff in the art of up-selling and add-on sales. As a result, Millers instituted a points system for staff, which gives them varying numbers of credit points for selling, say,


chocolates or a balloon with a bouquet, or selling a bouquet for over £40. The inducement has worked,


not only in terms of giving staff sales incentives, but also in raising the value of the shop’s average bouquet sale. The most popular price range is now £35-50. In fact, you’d hardly know


there was a recession going on at this shop. “Our gift side is just as good as


it ever was,” says Barbara, “it’s just that we are having to work harder and smarter at it. “You can’t just sit in the shop


and wait for the customers any more – it’s a case of constantly trying to think of something new that will get their attention”.


Millers instituted a points system for staff, which gives them varying numbers of credit points for selling, say, chocolates or a balloon with a bouquet, or selling a bouquet for over £40.


Attention-seeking Other methods Millers has used to grab that attention include working with schools – from welcoming work experience students to running kids’ competitions and, more recently, collaborating with the local special needs school, Newbridge, to help children make the table centres for the town’s business awards gala evening. “It’s all part of making yourself


visible in the community” says Barbara. “We enjoy doing it anyway, so any publicity and good feeling it generates is an extra bonus”. She also teamed up with


a local restaurant to put on a floristry demonstration, workshop and lunch event, which gave participants the chance to make an arrangement of their own to take home. Again, great publicity for the


business, a way of raising Millers profile in the town, and Barbara is now planning a similar event on a summer


F&wb Summer 2013


>> 69


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87