D&W MAKES STATEMENT WITH FLORAL'S ARRANGEMENT

JACK ROBERTIELLO

HOLLAND, Mich. -- To make a statement here about the freshness of both the perishables departments and the design of the new D&W Market Square here, the Grand Rapids, Mich.-based company has split the floral department into two separate sections located at the store's two main entrances.

The store, which opened in late July, has seen success across perishables departments, but has zoomed to the top of D&W's floral sales, according to store director Mike Farrell. During the first week of business, the department has rung up $67,000. (SN reported on this store in its Aug. 25 issue.)

"The fresh statement starts out right out front in this store," said Farrell.

"We don't carry many gifts anymore," he said. "There's not as much business in that area as in years past. But with this setup, we're giving floral its own areas and using them to tell consumers that we think fresh is important here."

Separating the department from produce and bakery, where many chains have traditionally located floral sections, also gives the department a more professional feel and signals a serious commitment to flowers and floral arrangements, Farrell said.

Of the two floral stations, the larger is located just inside the store's right-hand entrance. Here, store designers have placed the floral department's service and working areas, as well as counter space for ordering floral designs and for balloon sales. The station is decorated with a finished wooden awning and floral banners.

Customers entering the store come upon one bow-front and one flat-front low-profile floral case, standing alone to allow greater customer traffic. The stand-alone case is stocked with prewrapped bouquets and arrangements that included a major emphasis on roses the day SN visited.

The previous D&W store, located across the street, did a big business in seasonal flowers, Farrell said, especially tulips in spring, and the increased floor space should allow the store to do even higher volume in tulips, poinsettias and other seasonals, he said.

Small vase arrangements are made at this location as well, and are stocked in both sections. The store, which commits a significant amount of energy and space to meal solutions, also promotes floral sales in its Chef's Kitchen demonstration section, where weekly menu and recipe cards include floral arrangements in each meals shopping list.

At the store's left-hand entrance, the semicircular floral station is self-service, and is stocked with wrapped plants and arrangements. Here there are three low-profile floral coolers, each about 8 feet long, stocked with arrangements and single stems. At this location, potted plants are also stored.