Floral Valentine s Merchandising Guidelines 2018

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1 Floral Valentine s Merchandising Guidelines 2018

2 Floral Distribution Schedule Monday, 2/5 - Orchids, dish gardens, foliage Friday 2/9 Primarily potted blooming and portion of roses, freshcuts and arrangements. 10% Freshcuts 70% Potted Sunday 2/11 Roses, arrangements and freshcuts. 80% Freshcuts 15% Potted Extra Roses, bouquets or arrangements that will not fit into the Floral department coolers are to be placed in a cooler (not produce) within the store to maximize freshness and must be worked out from the cooler as needed. Do not put outside (due to weather), or on empty trailers that does not contain refrigeration. Thursday 2/15 Regular Weekly Delivery There will be close to twice the amount of trucks running for the above deliveries which will mean more streamlined delivery times. All attempts will be made to have stores delivered by late morning/early afternoon on Friday and Sunday (week going into Valentine s Day ONLY)

3 Valentine Roses 2018 Strategy Stores will once again receive less of the $15.99 rose bunch this year. Anticipating customers will choose the upscale and premium varieties both in the bouquets and arrangements. Florist quality bouquets are an amazing value - equivalent bouquets would retail for a minimum of $ $60.00 at any independent florist or online Floral Retailor. As stores sell out of the $15.99 variety, make sure to work other varieties into the locations. A UAD will go into place effective 2/18 on the Fresh Cut Roses 2017 Shipped 2018 Roses 2017 Sales 2018 Shipping 2018 Forecasted Sales $15.99 Rose Bunch 20,560 16,220 18,081 16,273 $25.99 Upscale Dozen Rose Bouquet 37,619 34,313 40,950 34,808 $29.99 Dozen All in one Rose Arrangement 26,235 12,924 30,588 26,000

4 Extra Rose Product Do not un-box all rose product and display within the department until 2/14. With Valentine s on a Wednesday it is the best day for the holiday. 87% of the weekly sales happened within 2 days 30% on 2/13 57% on 2/14 Between the hours of 4-6 pm, 34% of the daily sales happen within the Floral department. So there is no need to rush and get all of the Roses, bouquets or arrangements displayed out on the sales floor when it first arrives. Work out as needed and by noon on 2/14 any additional product still in the cooler can be displayed within the department

5 Floral Advertising Plan 2/4 2/14 Multi-Stem Orchids $24.99 Mini Rose in ceramic pot $ 6.99 Heart Bamboo in ceramic vase $ /11 2/14 Dozen Rose Bouquet $25.99 Bouquets $19.99 All in One Dozen Rose Arrangement $29.99

6 Floral Product Care Fresh Cut Flowers and Roses: Maintain adequate water in all buckets particularly in buckets that reside outside of the cooler. Make sure that any shopped roses/bouquets are returned to the buckets Potted Plants: Plants that require additional care (water) - Hydrangea s, Azalea Trees, Campanula, Gardenias, Calla Lilies these products will have shipped from California and will need to be watered when first displayed as they have been boxed up for 8 days. Water every other day, keeping soil moderately moist. Do the heft test: Pickup a plant if it feels light- it most likely is in need water. Other method place an index finger into the soil. Note: Orchids will not require water for this period as the plants were watered just prior to arriving to the stores. (Orchid plants require only 2 oz. per week.) ** Orchids 2/5 will arrive with sleeves Do not remove the sleeves, merchandise with sleeves on them

7 Department Merchandising Coolers Roses take precedent within the cooler and should be merchandised within cooler. The only time the Roses can be out of the cooler is the afternoon of 2/14 when all product should be pulled out and displayed. Any bouquets that contain Rose product should be merchandised within the cooler. Vases that contain roses should be merchandised on cooler shelves, adjust shelves if necessary to accommodate. Gerbera daisies should not be in the cooler.

8 Center Aisle Merchandising Center Aisle (2/7 2/14) All stores utilize black tiered risers. Work with Team Leaders and Store Directors for space in stores that are smaller format. Same as in the Floral department merchandise product by variety then by color. Grouping of like product sells merchandise It is imperative that product is signed with 7x11 signs. Valentine Pick Displayer(s) will arrive in the stores the week of 1/28. The displayer should be displayed within the department and then moved to display in center aisle. Make a statement with your displays by adding balloons!!!!

9 Valentine s Day Balloons Bubble/Mylar and Stick Balloons will arrive in stores the week of 1/28. There has been a significant unit increase of balloons going out to the stores this year for the holiday Bubble/Mylar +6,786 units or 40% and Stick +5,075 units or 29%. Begin inflation with Valentine-specific Bubble Balloons due to the longer float time and then Mylar. Once all are filled, inflate love sentiments (I Love You, Kiss me, You re Special, etc. which are still saleable after 2/14). Helium has already been ordered for your stores based on the completed survey and will arrive prior to Valentine s. If orders are turned away your store will be charged for delivery. If additional product is needed contact information is below. IMPORTANT: HELIUM VENDOR Wright Brothers Global Gas 7825 Cooper Road Cincinnati, OH Direct line: ext. 124 or

10 Floral Valentine Preparations As a reminder if you need additional supplies for the holiday s i.e. latex balloons, ribbon, weights, bouquet bags please place an order ASAP as it takes 2-3 weeks for these items to arrive. Balloon Ribbon, heavy balloon weights, safetight latex discs, bouquet bags and enclosure cards product is slotted at DC90 order by doing an additional quantity. Latex balloons order by doing an adjustment to 1 on your BOH. The following has already been ordered for all stores for the holiday. Larger Bouquet Bag has handles at top that encloses to protect product if it is extremely cold out. Helium based on survey.