25 Apr 2008


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Plan to be the 2008 Fresh Flower Supermarket of the Year

Retail Industry Awards

Fresh Flower Supermarket of the Year

Flowers

Jo Read

Flower Council of Holland

Morrisons

Jonathon Read from the Flower Council of Holland on making the most of an award win

Jo Read

Oh the relief that spring can bring. In theory, winter – such as it has been anyway – is out of the way, but of much greater relevance to the UK's cut flower buyers is the fact the peaks are over.

So what's next? Once the post-peak analysis is done and dusted, one of the commercially significant focus points for the next few weeks should be, in my humble opinion, to plan your entry for the 2008 Fresh Flower Supermarket of the Year Award.

Commercially significant? Yes, I believe so because all the past award winners – Tesco, Marks & Spencer, Waitrose, Asda and Morrisons – have found the accolade has had a significant impact on their business.

The weight of the impact has been directly related to the commitment they have made to the message, and the breadth of their communication as a sales stimulating tool.

The bottom line is it is a mighty powerful message to be the Fresh Flower Supermarket of the Year.

Morrisons: celebrating its award win

In typical fashion, last year's winner, Morrisons, used it in the tagline of 'Proud to be Fresh Flower Supermarket of the Year'. It says it all.

Justifiably proud of its win, Morrisons made sure the award logo and tagline featured in all its point of sale material – leaflets, banners in and out of store, mailers – as well as on its internet site and recently shot TV commercial for flowers.

Flower Buyer Joe Appleyard said: “The award, as promotion, has had a positive effect on sales. Using the message has contributed to a very successful Christmas, Valentine's Day and Mother's Day and overall has definitely helped sales. Customer feedback at store level has been very encouraging.”

Bunch and bouquet stickers, press advertising, 'winners' T-shirts for in-store staff and special Fresh Flower Supermarket of the Year Award bouquets are all different expressions of how, over the years, the winners have tried to pump it for all its worth. And worth it, it has been.

Apart from the external promotion and communication benefits, internally the award has one other value – over and above upsetting other categories that weren't winners.

And that quite simply is it highlights the fresh flower category to senior management at board level and that can only be helpful to you as you seek support to further develop your business.

Time for delegation I suggest. Collation of research, supporting information and performance stats and creating a strategy to win are perfect subjects to start delegating now.

Flower Council of Holland

Morrisons: forecourt promotion

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