File:Florists' review (microform) (16682806971).jpg

Title: Florists' review (microform)
Identifier: 5205536_29_2 (find matches)
Year: [1] (s)
Authors:
Subjects: Floriculture
Publisher: Chicago : Florists' Pub. Co
Contributing Library: University of Illinois Urbana-Champaign
Digitizing Sponsor: University of Illinois Urbana-Champaign

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■T^r 92 The Weekly Florists^ Review^ Mabch 28, 1012. inconvenience to have to wait for green. Watch how much goes in with flowers over the counter. Little ex- cept own foliage should be dealt out, unless with extra fine orders. In the arrangement of blooming plants in the salesroom, be sure to sepa- rate varieties and colors. It will be much easier then to make a selection than to roam all over the room picking the choicest plant of a favorite variety. Don't fill up small gaps too promptly; let people see that you are selling and what you are selling, and a choice will be more quickly made. Let there be more business with less work for this rush. G. TAKING ADVANTAGE OF EASTEB. Immediate and Future Profits. W«, the retail florists, always feel as though we had been relieved of a heavy load when the Easter rush is over. If you were to ask a student in geometry or trigonometry to divide one square foot into four square feet you would be laughed at and told, "It is impossible." Still, retailers have to do this same thing during an Easter rush. We have to crowd about four to six weeks' business into one week. Is it any wonder, then, that the man at tltv^^ead of the establishment, who has to figure it all out, feels relieved when it is all over and he is still able to look an insanity commission straight iii the facef All this, too, without much if any profit; at least, that is the way we feel when the time comes for settling with the extra help, drivers, etc. Still, my contention is that Easter can be made profitable, not only from a mone- tary point of view, but also from an advertising standpoint. Attracting New Customers. During the year, flower buyers are not apt to wander from store to store as they would at Easter time and the wise florist will take advantage of this fact. If you will take notice, many strange faces will be seen in your establishment at this time and it is up to the retailer to make them regular patrons. First of all, have your windows as attractive as it is possible to make them and this is easy with so much beautiful stock available. Everyone is in the flower-buying mood during
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Basket-Shaped Trained Plant of Rom Newport Fairy. Easter week and an attractive window will make many an extra sale and bring people into your store. Then aim to have your store as clean and neat as possible. This does not necessarily mean that there must be no leaves or paper on the floor but it means clean corners, clean wood- work, clean windows, clean clerks, clean space under the benches, etc! We all know that a store cannot be swept every time a leaf falls to the floor, but cobwebs will not be excused. In the evenings, when the rush of busi ness is over, have things tidied up for next day. Courtesy to Customers. Instruct all your salespeople to have a word of welcome for your patrons and to request that they come again, even if they bought nothing. In a store where a lar^e business is done and where from eight to ten salespeople are employed during Eas ter week, it would pay to appoint some clean-cut, well-mannered person to act as a sort of floor walker, to see that customers are waited upon in due time and to serve as a sort of "Welcome! Come again!" sign. Of course, regular patrons should not be neglected. In fact, many of these will expect some little deviation from the general rule in the way of delivery, trimming of pots, etc., and it is good policy to cater to these little whims, for it would hardly pay to lose an old customer in the endeavor to make new ones. "A bird in the hand is worth two in the bush." Wrappings and Beceptacles. The contents of every box ef flow- ers should be carefully arranged and the box itself should present a neat appearance when it arrives at its des- tination. Plants, also, should have the same careful attention. Where they are not costly enough to warrant cov- ering, at least have the pot free from a season's accumulation of moss and dirt. Paper pot covers can now be bought so cheaply and are so easily applied that their use is becoming al- most universal. This is rightly so, for while M^ all know that plants are grown in "pots, still it is not in good taste to make the pots conspicuous on all occasions, any more than it is in good taste to run around barefooted. When an article, be it a box of flowers or a package of laundry, ar rives at its destination, its appear ance speaks louder than words. See that your packages, when delivered, have a good word to say for you and your methods. Wlien Mistakes Happen. Errors are bound to occur during Easter week. Cards will be lost, or- ders overlooked, lilies broken; perhaps some funeral order will be delivered after the ceremony. Sucih mistakes will happen, but, when a customer advises you of such an error, do not sail into him hammer and tongs with complaints about the awful Easter rush. Let your patron see that you are sin- cerely sorry and do all you cam to satisfy him, even though he may be a little too severe under the circum- stances. Do this as a matter of policy- From an advertiser's standpoint, you can surely make Easter bring good returns if your store is managed right If you have anything in the way

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