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floral business
Prepare To Be Prepared For Crisis Response
Flowers are needed in a time of crisis. Is your store ready to provide the floral department items needed when communi- ty members are grieving and seeking comfort?
MBY E. SHAUNN ALDERMAN
akeshift shrines consist- ing of flowers, candles, stuffed animals, balloons and handwritten notes are becoming too famil-
iar in today’s world. We see these scenes at sites of horrendous accidents, major shoot- ings and natural disasters. It seems now, more than ever, people are turning to flow- ers as displays of affection and signs of grief and as a way of taking action when no one knows what actions to take.
For both joyous occasions and sad events, flowers are visual communication elements. When devastation is abundant and words are scarce, flowers provide comfort and pay trib- ute. Community-minded retailers have a plan of action in place to accommodate consumer needs during, and after, a crisis. In the past, a response plan typically involved order- ing flowers for a large funeral service in the community, but today’s crisis-response plan
includes more strategy and more tactics to address different kinds of community emer- gencies. Does your floral department have a plan?
WHERE TO TURN FOR PRODUCT
Communication is always a vital part of a solid working relationship. Retailers need to be able to turn to regular suppliers and local wholesalers when sourcing flowers in a pinch. “I know many stores have an ‘open’ policy with local suppliers if an emergency arises. This arrangement enables them to buy flowers outside of their normal orders when neces- sary,” says flower expert J Schwanke, president of J Schwanke Productions and chief operat- ing officer of uBloom/LLC, Comstock, MI.
Resourceful buyers know which suppliers to turn to when timing is tight. The vendor/ retailer relationship is possibly strained during this time but a good buyer knows to ask for help even though the regular supplier might not sell a particular flower. That supplier often can assist with sourcing. And the logistics of quick delivery is another unexpected challenge. But everyone usually understands when favors have to be called in for unexpected events.
“As growers based in California, we are very nimble and can quickly respond to time-sensitive needs,” explains Bill Prescott, marketing communications associate with the
Sweltering August Means...
It’s a hot and steamy August so thoughts certainly must be focused on securing Val Day merchandise, right? In 2019, the February 14 holiday falls on the Thursday before President’s Day weekend – which some retailers say is ideal for stretching the one-day holiday into a weekend sales event.
Does your store serve a communi- ty with a lot of families? Make sure to order for recipients of all ages. Creat- ing an engaging Valentine’s Day floral display will be more important in 2019 than in past years. Consumers want to participate in the love fest, but it’s up to captivating in-store displays to wow them. Enjoy your hot and steamy Au- gust, and don’t hold back when order- ing early and planning for a profitable Valentine’s Day.
E. Shaunn Alderman Associate Publisher Floral Business FloralBusiness.com
84 / AUGUST 2018 / PRODUCE BUSINESS