Jdly 8, 1920 



The Florists^ Review 



69 



Th* florist* whoa* eavd* avPMff on tb« paco« eairylnc this hoatf* are propftMd to fill ordon 

 ■*<— from otiMr florlato for local dallvsry on tbo uaual bosUi. 



FOREIGN SECTION 



C. ENGELMANN 



Member American Florists' Telegraph Delivery 



Association. 



Life Member S. A. F. 



Member American Carnation Society. 



Member New York Florists' Club. 



Orders for England, Scotland and 



Ireland taken care of by 



C. ENGELMANN. Florist. Saffron 



Walden, Essex, ENGLAND. 



Cables: Engelmann, Ss^roDwalden(2 words only) 



Orders for the French Riviera and 



Monte Carlo taken care of by 



C. ENGELMANN. Etablissement Hor- 



ticole "Carnation," Saint- Laurent-du- 



Var, near Nice. FRANCE. 



Cables: Carnation, Saint-Laurent-du-Var 



(2 words only) 



Liverpool, England 



DINGLEYS, Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



Manchester, England 



DINGLEYS, Ltd.. Florists 



SCOTLAND ORDERS NOW TO 



LEIGHTON, Florist. GLASGOW 



Scotland's Only Member F. T. D. 



partment in previous issues of The Re- 

 view. One factor in the show-window 

 problem which is concerned with the 

 location of the store is the desirability 

 of having the windows on the shady side 

 of the street. In summer, people prefer 

 to walk on the shady side and conse- 

 quently the windows will have a larger 

 audience. Also, the flowers and plants 

 displayed in the windows will keep 

 longer in the same condition, if out of 

 the sun; thus the flowers will last longer 

 in the display and the plants will give 

 the purchaser longer service. A third 

 reason for having the show windows 

 in the shade is that, in strong sunlight, 

 the windows act to some extent like 

 mirrors and the displays behind them 

 cannot make so striking an effect. 



Make Store Do Selling. 



Unless the interior of the store is al- 

 ready in excellent condition, it will 

 probably be necessary to refinish it, 

 choosing some tint or combination of 

 tints which will make a pleasing im- 

 pression on the customers and provide 

 a proper background for displays. If 

 a new refrigerator is to be installed, the 

 order for it can specify a style and color 

 which will harmonize with the general 

 scheme for the interior. This harmony 

 should include, not only the refrigerator 

 and the interior of the store, but also 

 the exterior and the public's approach, 

 insofar as such cooperation of style can 

 be secured to make a selling impression 

 on the possible customer from the time 

 when he first learns of the store until 

 he actually makes his purchase. The 



■^SS^ 



Q 



m 



^ A 



Turning the By-Product 

 Into the Main One 



Most of us don't know in what part of our business 

 the most money mostly lies. 



We do know that our sales on some certain thing 

 are largest. 



That only shows what sells the most. 

 It doesn't show up the thing that sells the least, 

 but which could be made to sell the most, and 

 make the most out of. 



Two things can show that up. 

 One, an accident. 

 The other, yourself. 



Next week will prove it to you with a piece of 

 .blotting paper. 



Which paper may, or may not, have much to do 

 with F. T. D. orders; but you must admit it is 

 at least a very absorbing subject. 



iVew York's 

 Favorite Flower Shop 



Fifth Avenue at 58th Street 



store's scheme of interior decoration, 

 its tone, its whole campaign to make 

 that selling impression, should be care- 

 fully adapted to the class of people to 

 which it expects to appeal. Part of this 

 appeal may be made through a large, 

 electrically illuminated sign, which 

 should be carefully designed to make a 

 distinctive impression and to be as 



noticeable by day as when illuminated 

 at night and should be hung in a com- 

 manding position. In planning the in- 

 terior of the store, the great importance 

 of the lighting system should be remem- 

 bered, especially in its relation to the 

 color and prominence of the displays 

 and in its restful or irritating effect on 

 those in the store. A restful light ia 



