16 



The Florists^ Review 



May 24, 1917. 



inei\(lc'(l tiiii' 111' ills (uvii iircparnt ions, 

 ►Slu^ Shot, aiul tiild nu' to dii.^t tlie Slu^ 

 Slidf l)et\vcrii the ])laiits, niider tlie 



l)enchcs aiul along the walks. I did so 

 and the results were gratil'yiug. The 

 bugs ■\veie clcaued out in short order, 



and 1 certainly recommend Slug Shot 

 to c\'ery florist who finds these lice in 

 his houses. Alexander A. Laub. 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



FOR THE GIRL GRADUATE. 



riio ''sweet girl graduate'' in June 

 will sluue the s]iotlJght with the bride 

 and graduation is almost as important 

 in her young life as is marriage to her 

 older sister. AVhen she stej)S forwaril 

 to receive her diploma she will be wear- 

 ing a new gown witli a corsage or will 

 cany a iMiiKpict. Whether the corsage 

 or Ipou'pict is a gift or a jturcliase, it 

 repicsents a sale by a tlorist. 



Whili' the autliorities in many cities 

 anil towns have placed a ban on flowers 

 at jiulilii- school graduations, in others 

 there? arc girls' schools or coeducational 

 iustitutidiis which still ])ermit the girl 

 graduates to wear or carry bou(juets. 

 The wis(> retailer will find out when 

 and where schools of this cliaracter will 

 hold graduation exercises. When the 

 day is near he will put in his window a 

 lew of the class pennants and bouquets 

 tied with the class color,-; — all classes 

 have jiennants and colors — and suggest 

 tliat llowers make ajtpropriatc gradua- 

 tion j)resents and that his store is the 

 place to buy them. 



Of course tliis suggestion is unnece> 

 sary to a great many florists, who an 

 nually reap a rich harvest from gradua- 

 tions. Tliey, many years ago, realized 

 the )Mi'..;sil>ilities for luisiness at gradua- 

 tion time and have made the most of 

 them. Elaborate window disjdays are 

 madt showing the bouquets and cor 

 sages for girl graduates. 



ibit many retailers are <nerlooking 

 tliis ( li;mce for sales and, witli a little 

 effort, might increase their business in 

 this wav. 



INDIVIDUALIZING CIRCULARS, 



Tile sales manag«M- of a cojicern doing 

 a nation-wide liusincss several years 

 ago cnnceivcd the idea of " individualiz 

 ing ' ' tlie letter.s he sent to customers of 

 his lirm. To do this lie signeil his name 

 with green ink. In time lie b(H-ame 

 known to tne men wlio received his let 

 ters as "the man who uses green ink.'" 

 Communications from tliis concern be- 

 came to them letters from a man they 

 knew, ami not merely from ai. inanimate 

 cor|)ora1ion. 



Everyone likes to do business witli 

 persons he knows. The llower-biiyer is 

 not different from the geiicr;il run of 

 buyers of other commodities. He will 

 go out <d' his way to buy of a man he 

 knows, for that same reason. cir<Milar> 

 sent t" the florists' customers will be 

 mucji more effective if there i^; some 

 thing about tiiein that is [icrson;il. 



"When we are sending out circulars 

 for Memiiii.al day, why not go through 

 them vdurself and have your clerks go 

 through them, and on the oiu\s going 

 to jicrsons known to us aiM with a pen 

 some little inscription with your name 

 or the name of the clerk signed to it? 



To do tills will re(juire a little time and 

 effort, but the results will more than 

 pay for lioth. Uy continuing the prac 

 lice wiiencver ;id\ertising matter is 

 mailed, it will not be long before the 

 letters will l)c opened and the contents 

 read, instead of lieing given a mere 

 u'lnnce as most circulars are. 



WHO ARE THEY? 



In these days of scientific merclian- 

 dising, the man who is following the 

 lines of least resistance studies his field 

 and shapes his methods in accordance 

 with the knowledge gained. Some flo 

 lists, no doubt, study the demand, and 

 the source of the demand, but there are 

 many whose knowledge aloiit: these lines 

 is decidedly limited. 



In this connection it is interesting 

 to note that a certain tlorist in a good 

 sized city considered tlic subject and 

 roncluded that he would find out as 

 much as he could attout the people who 

 were buying his flowers. In the natural 

 iirder of tilings he had the names of 

 many of them. .\n iii\ estigator had 

 110 trouble in getting the facts that were 

 wanted. It Avas found that the store 

 was drawing the greater j.art cd' its 

 patronage from salaried ]iersons, those 

 whose incomes ranged in most case> 

 from $10 to $2.") per week. The result 

 was that the tlorist made it the jiolicy 

 of his establishment to cater directly to 

 persons of moderate means; instead ot 

 wasting time trying to .sell them some 

 thing out of their reach, he made it a 

 jioint to provide things smdi as his peo 

 pie think they can afford. The result 

 !i;is been a remarkable increase in the 



\ (diime of business. It is of record that 

 ill tliis store 1,GU0 sales have been made 

 v\ithiii tiie space of one business day. 



A NEW CHARLESTON STORE. 



The business of F. L. & F. J. Aichele 



lias grown rajddly during the five years 

 tiiey lia\e been in Charleston, !r^. C. 

 Hecently tiie retail end of their busi- 

 ness, tlie Carolina Floral Store, was 

 moved from its old quarters at 339 King 

 -treet into a new and modern store at 

 tlie corner uf King and George streets. 

 .\ \ iew of the interior of the store is 

 sliown ill the accompanying illustration. 



Ilesides the new store, the firm is 

 riectiiig ;i range of six greenhouses, com- 

 prising -10,(1(10 feet of glass, at Saxon, 

 .•^, <"., fifteen miles distant from Charles- 

 ion. .Messrs. Aichele recently purchased 

 lortv acres at Saxon, and when the 

 .;reenliouses are comjtleted will have one 

 oi' tile largest establishments in the 

 state, ffoses, carnations and chrysan- 

 ilieiiiiiiiis will he the leaders at the new 

 liolises. 



I"i\i \eai,s ago Messrs. Aichele moved 

 to Charleston from Baltimore, Md., and 

 purchased the Newman range of green- 

 lioust's and the ten acres of nursery 

 ^toi.|< adjoiniiic. 



THE SHOP AROUND TIIE CORNER. 



What do you first think of when New 

 "1 oik i> mentioned.' Is it the Statue 

 ><[' Liberty.' is it the Woolworth build- 

 ing, Ibdadway. or the Little Church 

 \round the Corner.' What the diminu- 

 ti\e house ot' worship is to the metroj)- 

 ..|is. tlu- i/ittle I'lower Shop Around 



New Home of the Carolina Flower Store at Charleston, S. C. 



