In many supermarkets, the floral department offers shoppers the option of convenient last-minute gifts. Earning only a tiny percentage of sales in most chains, the category has maintained a presence in most stores, but has wilted under relentless pressure to cut costs and trim overhead. Retailers who have invested time and money into the category say that a few simple principles familiar to any perishables manager — freshness, consistency and a solid merchandising strategy that looks beyond ...

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