www.superfloralretailing.com/january2009/storeprofile.h -
[Cached Version]
Published on: 1/1/2009
Last Visited: 1/9/2009
"Dynamic perishable presentations are the foundation of a fresh image in any supermarket," explains Cindy Hanauer, director of Winn-Dixie's floral operations.
...
The floral operation also merchandises by demographics, Ms. Hanauer confirms.
...
"Consumers have responded greatly" to the company's focus on events important to them, Ms. Hanauer confides, and "from our perspective, it's a lot of fun to do; it's exciting to change."
Two new programs are testing consumer response to environmental initiatives in floral.
Winn-Dixie recently introduced "02 for You," which points out the environmental qualities of plants, and "Planting the Seeds for the Future," which showcases flowers and plants packaged with biodegradable sleeves and pots.
Ms. Hanauer says that instead of guessing whether consumers want environmentally friendly floral products, Winn-Dixie decided it was time to find out.
"I saw the need for the retail side of the industry to step forward and get sustainable floral products in front of consumers," she says.
"Putting them in front of customers is the only way we can provide guidance back to our suppliers on how to help us build programs for the future."
The pilot programs have informative signage and brochures that explain the benefits of the products, attractive wood shelving and appealing products.
Ms. Hanauer says it's too early to give results, "but what I'm hearing back is that the customers are responding favorably."
logistics of a large chain
It takes a well-coordinated team and excellent communication to make sure that the merchandising programs created at the corporate level are executed at the stores.
"Our department has diverse experience on all sides of the floral industry: operations, procurement, logistics, visual merchandising and training expertise," remarks Ms. Hanauer, a fourth-generation florist who has been on the mass-market side since 1973.
"That really helps us communicate to our supply partners better and communicate to our retail associates as well."
Another communication tool is Ms. Hanauer's weekly e-newsletter—"Cindy's Monday Morning Eye-Opener"—which includes display plans and goals for the week.
...
Ms. Hanauer confirms that service and training help differentiate the floral operation from the competition.
...
Those efforts to foster customer-employee interaction pay off, Ms. Hanauer says.
Consumers are encouraged to give feedback on any store associate, and "we read positive feedback from many of our customers on our floral associates," she remarks.
...
"Bouquets and consumer bunches sell best," Ms. Hanauer describes.
The company also is seeing a resurgence in plants, and Ms. Hanauer believes the economy is a factor.
"There may be a perception out there that plants last longer," she observes, "and therefore, ‘If I'm going to spend $10, I'll buy a plant because that's going to last three or four months or a year.'"
Ms. Hanauer says a key factor that helps Winn-Dixie stand out is its date-coding program.
All products have an easy-to-see sell-by date, and she says the program is part of Winn-Dixie's commitment to fresh.
"We think it's important for the customers to clearly see that Winn-Dixie is serious about offering only the freshest floral products," she remarks.
30 online sources [ view sources ]
Profile is not claimed [ claim profile ]
