How to Make Your Grocery Floral Department Feel Like a Florist Shop
I am a florist at the Holman Road QFC. If you aren't aware, QFC is a grocery store chain owned by Kroger. I've been told before that I don't work in a "real" floral shop, but I disagree.
There are actually a lot of similarities between the two. We sell many the same flowers and create arrangements, bouquets, boutonnieres, and corsages, and we primarily offer locally sourced flowers. The most significant difference is that with QFC, you can buy groceries along with your flowers.
If you work in grocery floral retail, here are four ways to make your grocery floral department feel more like a floral shop!
1. Work with What You've Got
Working in a grocery store as a florist can be odd at first, especially during the holidays, when grocery items get mixed into the floral items, and vice versa.
However, I think it makes it an interesting challenge when building lovely displays and tables. It also is a good team-building exercise.
I work alongside a couple of managers to figure out where products need to go. Like in the photo to the left, during Valentine's Day last year, I incorporated some wine and chocolates into my flower display. One of the wine vendors ordered the Eiffel Tower for us to use.
2. Implement Waterfalling
There are many ways to make your displays and tables look presentable. One of the best ways is with a technique called waterfalling. Check out the photo below for an example.
There are white, red, and pink poinsettias. On the tallest to shortest steps, they are color-blocked. So if a customer can't reach the highest ones, they can easily get another particular color desired.
3. Use Retail Standards to Your Advantage
There are many standards we have to follow in grocery floral retail. A few of the bigger ones are:
Having roses in the rose cooler
Having at least two rose arrangements in the cooler at all times
Requiring that cut flowers must be displayed by color
Highlighting certain displays for holiday promotional items
It sounds like a lot, but I can still make the department my own. Truthfully, the guidelines help—especially for newer florists.
Adding in some decorated sticks, picks, bows, balloons, etc., are some great ways to make your shop/department your own.
Part of the reason I wanted to become the floral manager is so I could decorate the department. As the department manager, I can work with flowers all the time, tap into my creativity, and grow my knowledge of flowers.
4. Keep Up With Floral Trends
Creating upgrades is another great way to make your department your own. In October, I brought some of the pumpkins from the produce department into our offerings.
I added some moss, succulents, and butterfly picks I already had on hand. Keeping up on the latest trends is a smart way to sell more product. Putting your style into the department is always a great idea. Try coupling cute balloons with bright, colorful flowers all around.
Your goal should be for everyone of all ages to enjoy walking through the department. The more inviting it is, the more likely you are to sell your arrangements! Don’t be afraid to step out of the box and put your creative side to good use. You are a part of this amazing floral industry and you help others love one another through flowers every day!
