SUPER FLORAL 2005

Marilyn Nason

HOUSTON (FNS) -- In floral departments, good signs can take a variety of forms, but all signs should convey pricing, a panel of floral experts agreed at Super Floral 2005.

Through a series of visuals, panelists showed examples of signs that work and those that fall short.

Frances Dudley, president and publisher, Florists' Review, Topeka, Kan., described six kinds of signs that could work in supermarkets: corporate, product category, promotional, informative, product specific and labels. Each plays a role in floral presentations as part of the store's overall branding philosophy, Dudley said.

Debbie Loche, floral buyer, Roche Brothers, Wellesley, Mass., said she tries to have fun with the signs in the retailer's 16 stores, such as using a wood shingle or cutout in the shape of a turkey, heart or some other relevant shape. Loche stressed that all signs must offer price information and be easy to read.

In visuals, she showed that too many signs can be confusing. "I'm not sure what we're trying to sell; maybe it's signs," she said.

The challenge revolves around maintaining consistency from store to store, Loche said. While signs should be informative, she and fellow panelist Kathy Hession, floral director, Roundy's Supermarkets, Milwaukee, agreed they should blend naturally into the specific product displays.

Hession and Loche said signs should convey clear messages. Floral departments should have permanent signs posted, detailing all the services offered, they said.

Panelists agreed good signs can boost sales, complement merchandising themes, reduce shrink and answer questions, making customers more apt to buy.

Supermarkets should "stop selling pot sizes and start selling what's in the pot," Hession said. She warned that any product lacking a price sticker is usually viewed as "too expensive, whether true or not, and probably means a no-sale."

Retailers also should place signs in other parts of the supermarket directing customers to the floral department for special sales or holiday promotions, the speakers said.