68 



The Florists^ Review 



Mabcu 16. 1922 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



CASH-AND-CARRY SALES. 



Tlif I'lisli-aiul-cjirry system is grndii- 

 ally s|ircji(linij in tlio groci'ry business, 

 Imt liiis tlius far l)oen used by florists 

 only tor special sales. Only a few flo- 

 rists, at that, liave tried sucli sales. One 

 of tliem is the Zutlitz Floral Products 

 Ca). Oasli-and-carry sales liave been put 

 on by this firm at both its Dayton and 

 its Middletown stores. The report is 

 tliat they have been a marked success. 

 In niakinjr this statement, the firm ex- 

 j)laiiis that the success lies not in mak- 

 inf^ any real profit out of the sales, but 

 in accom|)lishing two things, botli of 

 {"■reatly lieneficial results. 



"It came to us through several of our 

 j)atrons that the Zetlitz stores were 

 known as rather exclusive and a little 

 hiKh-j)riced," states this firm. "We 

 tluMiyht tli;it we could immediately 'nip 

 in the bud' such conceptions by show- 

 ing tlie ]iublic that we could sell as 

 cheaply as any other florist and, with 

 our organization and production facil- 

 ities, give exceedingly good value for 

 tint money. When, therefore, we had a 

 quantity of plants which were not mov- 

 ing to our satisfaction, we instituted a 

 cash-and-carry sale with a twofold pur- 

 ])ose — to give the jiublic good values at 

 low prices and to move the plants. 



"Since we have been carrying on our 

 cash-and-carry sales we have had numer- 

 ous letters from customers and friends 

 complimenting us on the idea. They in- 

 dicated, also, that we were overcoming 

 tlie c()ncej>tion which some people for- 



merly had, that we did not have any 

 moderately priced flowers to sell. It was 

 gratifying to get a letter from a person 

 who stated that, although he had bought 

 no flowers of us before — in fact, had 

 never been in our store — from now on he 

 ))roposed to give us all his business, 

 since we had given him such wonderful 

 values. 



"Although we felt much hesitation in 

 instituting these sales, we have found 

 that, taking it all in all, the cash-and- 

 carry ])lan, instead of cheapening our 

 prestige, has added, to it, has brought 

 new customers to our store and has en- 

 abled us to move stock which we might 

 not otherwise have been able to turn 

 into cash." 



WINKELHAUS' NEW STORE. 



If you visited Howell, Mich., today, 

 Henry Winkclhaus, proprietor of the 

 Sunnyside Greenhouse, a progressive 

 tradesman who advances with the 

 growth of his business, would, no doubt, 

 show you through his new store, an illus- 

 tration of which is shown on this page. 



Well judged simplicity, perhaps, is 

 the keynote of this store's attractive- 

 ness. Nothing appears cluttered; spa- 

 ciousness is suggested in every part and 

 the beauty of one object is not detracted 

 from by the conflicting proximity of an- 

 other. 



Leading in from the entrance, a strip 

 of linoleum directs your feet until you 

 have reached the cashier's cage, which 

 faces you from one side of the big re- 



frigerator, at the rear. In front of this 

 is a counter. There is a writing desk, 

 too, placed handily for the convenience 

 of customers. All the fixtures are in 

 white. 



WHAT YOU CAN SAY. 



Does our slogan mean anything? Is 

 it more than a phrase? The questions 

 occur so frequently that one is glad to 

 see the answer put so well as it occurs 

 in a folder sent out by Mosmiller, at 

 Richmond, Va. Here it is: 



"Say It with Flowers." 



The Question Is freciuently iisked, "What does 

 tlie al)Ove phrase mean?" What can you "say 

 with flowers"? The best explanation has been, 

 what Is It that you cannot "say with flowers"? 



When the vocabulary falls, when mere words 

 are inadequate to express one's feelings, then the 

 only language capable of telling how glad or sad 

 you may be is the "Say It with Flowers" lan- 

 guage. 



"Say It with Flowers" Is a heart language. 

 It is not imparted by sounds or written charac- 

 ters; It Is altogether spiritual, and conveys, as 

 no other agency can, the desires and feelings of 

 one heart to another, and never is the message 

 misunderstood. 



And furthermore, through the Florists' Tele- 

 graph Delivery Association, it is as easy to 

 "Say It with Flowers" In distant cities as it Is 

 at home. Merely give us the name and address 

 of the one you wish to greet, and the greeting 

 will go forward by wire instantaneously. 



WATCHING THE CREDITS. 



New Store of^the Sunnyside Greenhouse, at Howell, Micb. 



Abusing Privileges. 



Credit is something that we should 

 not allow a customer to abuse, but we 

 should help him to use it as it should 

 be used. I warrant that fully thirty-five 

 per cent of the average credits that are 

 now being sold could be sold for cash 

 with a little determination. Do not ask 

 a person in the affirmative, "Is this a 

 charge?" Infer that it is cash, and in 

 many instances you will receive the 

 money. 



I often wonder if the person who 

 skins us was not encouraged to charge 

 the purchase by some innocent sales- 

 person who suggested that he do so. 

 Such people prick up their ears just as 

 (juickly as a rabbit, and take advan- 

 tage of us. There are many things that 

 go to make up a safer charge account 

 than the average. To be careful in tak- 

 ing the order is the main thing. Perhaps 

 we do not get the correct address. An 

 ideal charge ordt3r should have the 

 name to whom it is to be charged, and, 

 in the contents of the order, should be 

 the name of the person by whom it is 

 ordered. The charge address should 

 always be below the name to whom the 

 order is charged. We should also get 

 their other address and write it above 

 the name. For instance, if a man wants 

 his statement sent to his business ad- 

 dress, write the business address below 

 the name and the residence address 

 above. This is reversed if he wants the 

 statements sent to his residence ad- 

 dress. A reference or two should be on 

 the order, particularly if it is a new 

 charge customer. The telephone num- 



r.,K S^^/' J^t^ "Credit," presented by Alpha 

 Elberfleld, of the Alpha Floral Co.. at the meet- 

 ing of the Kansas City Florists' Club, March 9 



