The AIFD designers spoke in detail about how they created the design and how it immediately returned the investment for their store, reminding viewers the underestimated power of great merchandising.  

The designers used a plant stand, which are easily accessible to any shop, to allow them to bring the design indoors at night.  Using permanent botanicals allowed them to design without worry, knowing the investment of their time was worth it for a piece that would keep vibrant color and stay strong throughout the season. 

As they summarized the experience, they noted when people see an installation go up, it creates a lot of buzz. People not only love to ask questions but also love to compliment your work. Don’t feel like you have to work overtime and after hours to make a display like this a reality. The word of mouth from people who experienced seeing the piece being built was valuable. They turned into both immediate and future customers. 

While the installation may seem grand, the design team credits permanent botanicals to getting customers’ attention in all areas of their shop. 

Once you’ve grabbed their attention and a customer is inside the shop, consider having premade wreaths that match your large installation. If a customer was drawn to the color and texture and wants to take a piece of it home, a wreath is the perfect way to scale it down and do just that. 

Providing tiered options in size and price point are also recommended. By starting with a premade wreath, you have your introductory price point and a ready-made design. 

“All you need to do is fluff it,” said Cindy. “Take a minute to get the value and the volume out of everything that is already there!" 

For a step up, Jody shows how just $3.99 in permanent botanicals and ribbon upgrades the look, and makes your designs stand out from other stores. Merchandising the different versions shows customers you can personalize for them – a value worth investing in. 

Throughout the tabletop displays in their store, this team uses permanent botanicals as well. 

“People don’t turn away from these permanents,” Jody said when noting the lifelike colors and textures. “When you merchandise permanents on your sales floor, they sell…Use the same skills you use with fresh flowers with silk." 

He also noted how customers can make their own customizations when you merchandise permanents. Choosing the colors for their home or their favorite flowers is easy when they have an arrangement to start with. 

Pro tip: Have every stem individually priced. That way, as customers select items, you will remain profitable. 

Finally, although merchandising is about visual impact, Jody reminds us that value comes when you consider all of your senses. The language they hear is important, noting “permanent botanicals” instead of “fake flowers”. Also, the sense of touch is powerful. When customers lift an arrangement, weight adds value. (Consider cast iron kitchenware versus inexpensive aluminum.) Remember silk stems won’t have the weight of water, so fill the container with stones. 

To see all of their designs and hear more tips, visit the Inspiration and Education page now.

A Collaboration from Sarah Botchick of Pioneer and Blog Writer Laura Vitale.