68 



The Florists^ Review 



Mat 13, 1920. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



ONE BIT OF NATURE. 



Makes the Wliole World Kin. 



Tlio progress of the national publicity 

 campaign has already proved that people 

 need only to be waked up to tlicir real 

 desire for flower.s in order to become 

 steady llower buyers. They need to 

 realize what a largo share flowers or 

 flowering plants may have in their home 

 life. They need to appreciate anew the 

 refreshing restfulness of sonic bit of 

 living nature in a world ?o largely ar 

 tificial. 



Consequently the successful florist 's 

 store must be much more tlian a place 

 where flowers are kept and sold and 

 floral designs prepared and displayed. 

 It must show the natural aspects of 

 flowers definitely in relation with their 

 possible uses and leave not too much to 

 be supplied by the imagination of the 

 possible buyer. It is in this connection 

 that various side lines, such as goldfish 

 and canaries, have their l»est right to 

 appear in the florists' store; they all 

 work together to stimulate people's de 



tain in the center, with its delicate spray 

 of water, its rough stonework, its 

 quietly moving goldfish, though the lat- 

 ter are invisible in the picture, and its 

 border of potted plants, strikes the key- 

 note of the store's equipment. The 

 flowering j)lants in pots of various sizes, 

 the window box behind the fountain, the 

 baskets of flowers, the bird cages, 

 whether inhabited or not, all help to 

 suggest to anyone entering the store 

 definite ways in which those particular 

 articlesmight be of immediate use. When 

 the customer's mind has been thus 

 brought to what may be called the 

 jiurchasing point, the sale follows at 

 once. 



In addition to operating the American 

 Floral Shop, wliich is at 216 West Fourth 

 street, Joplin, Mo., J. E. Meinhart does 

 business under his own name at 416 

 South Pennsylvania avenue, Webb City, 

 Mo., in the same county. 



SPECIAL SALES NOTICES. 



A novel system of special sales which 

 has brought much business to Jegen, 



•J 



^'.T-"'' 





Flower Store Intcrtors Should Attract the Attention of Those Who Enter. 



sire for suuiething ali\e, somet liiiij^ .'it 

 tractive, even beauliful. 



Meinhart 's Method. 



That this has been done in tlie .Viiu'ii 

 can Flora! Shop, ,Jo|)lin, Mo., the ac 

 coni[)anyiiig illustration fully indicates. 

 J. K. Meiniiart, the pioin ielor, li;is been 

 in the business for fifteen years, j^row 

 ing as well :is selling (lowers, and has 

 thus had plcJity of time to lea in tiic 

 value of that apjual to the iniagination 

 wliich has bein siij^gest<Ml. 'I'lie i'oun 



i'loiist, I 1 t!t Aorth State street, Chi- 

 cago, is cHVcted by sending out cards to 

 addresses on a regular mailing list. This 

 firm has a card piintod, about the size 

 of a post card, and among other things 

 on it is a sjiace for the name of the 

 flower to form the special sale. These 

 <'ards are all addressed weeks ahead of 

 time. \\'iieu Saturday comes and the 

 sale on any sju'cial kind of flowers oi 

 plants is decided upon, it is marked on 

 the card and sent out. This system, 

 which has been in use for some time. 



has brouglit pleasing results. Dur m;,' 

 the bargain sale of carnations recer. ly 

 held by the members of the Allied 1 io- 

 rists ' Association, this firm sold nca ly 

 3,000 carnations through this system of 

 cards. 



FREE TO FLORISTS' CLUBS. 



We are lending gratis our collect 

 of lantern slides taken from newspa 

 advertisements, which are of special 

 terest to florists and give a general i- 

 of retail advertising. 



This makes an unusually interest 

 lecture if the club will request any 

 the advertising associations in its < 

 to send a member who will criticise 

 copy as it appears. A great deal of c 

 structive good is usually the outconn 



The following clubs have already u 

 them: Buflfalo Florists' Club, 'Pl. 

 delphia Florists' Club and the Baltin: 

 Florists' Club. Better results may 

 obtained from this slide exhibit by ( 

 suiting Robert Kift, secretary of 

 Philadelphia Florists' Club, 4044 Ha 



on 

 in- 



"g; 



of 

 ity 

 :iie 

 on- 



-od 

 •la- 

 ore 

 be 

 • m- 

 ihe 

 er- 

 ford avenue, Philadelphia, Pa., ^ ho 

 ■ be 



,ay 

 rtis- 

 libs, 

 ■eir 



found them instructive, and he will 

 glad to assist any secretary who i 

 want to use them. As retail advert 

 ing is one of the chief topics in cb 

 this makes a timely subject and tb 

 use may be had gratis. Henry Pern 



DESIGNS AT LOW PRICES. 



isi; 



Demand Ingenuity. 



In the last few issues of The Review 

 we have been speaking of funeral ile 

 signs and the qualifications of a de 

 signer. In this article I want to -m 

 phasizo a fact that is more import int. 

 There was a time, not so long ago, w en, 

 in any of our large cities, if a f ur.^ral 

 offering camo from some particular cs 

 tablishment it was never questioned 

 But that day is forever gone. Toiav 

 every offering has to stand on its iwn 

 merits; the reputation of a firm i n^^ 

 longer suflicient. Now, the point I 

 to impress on the floral artist is 

 in every funeral offering he mav 

 called ujion to design he is doing 

 of two things, making a reputatio o" 

 sustaining one. 



There are new establishments s'.irt 

 ing every day and, to quote a scrip* i'''''- 

 phrase, "by their fruits ye shall 1 -lO^* 

 them." In these days of modern n 'tb 

 ods the first thing a shrewd bus; if-' 

 man is going to do is to procure the ^"f^' 

 ices of someone who is a master of t''^ 

 art. Don't tiy to live on past !"" 

 formances; keep abreast of the t '"": 

 Any one of us can remember, in ai; ''' 

 the retail lines, stores which at one |"' 

 had the cream of the trade of our ■ i'.^ 

 but are never heard of today. Tli^"" 

 are the people who thought it was '■H^ 

 gar to adxcrtisc or to mix with ' "'' 

 neiiilibors and exchange ideas. In '"'' 

 words, while they consoled thems'l^'^ 

 with the idea that th(\v were excln-^i^'. 

 thev were merely seltish. I have 1:''-'''^ 



