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The Brief
Pearlfisher was briefed to create a new horticulture feature with a look and feel distinct from Waitrose, to bridge the gap between supermarket flowers and high street florist. It wanted to challenge consumer perceptions of supermarket plants and flowers from something customers might buy to put in a vase at home, to something they would happily buy as gifts for other people. Specific objectives of the new concession included increasing sales by 16% and making the fixture easier to shop, through clear tiering.
The Design
The new fixture has the look and feel of an independent concession, with a signature aubergine colour and a new name, Blossom & Bloom. This successfully distinguishes the products from the Waitrose mother brand from average supermarket bouquets. Point of sale items including distinctive and visible header boards, shelf barkers and buckets, combined with colour-coded packaging, create a tiered ‘good, better, best’ offer, differentiating self-purchase flowers from gifting bouquets. Informative cards and labeling help consumers find the right product and educate them about fair-trade and local flower farming.
The Results
Since the introduction of Blossom & Bloom in June 2006 sales of flowers and plants in Waitrose have increased by 17%, more than double the market growth. This has been accompanied by an increase in customer spend. Waitrose was awarded ‘Fresh Flower Supermarket of the Year’ for the first time in 2006 and from June 2007 has increased and improved the range of plants and flowers available. The new fixture has also enabled Waitrose to extend its ethical values to this sector, and since the redesign British flowers account for 60% of sales and the sale of fair-trade roses is up by 64%.
Silver Point of Sale
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