August 11, 2015

Revenue-Generating

Merchandising Tactics

J. Keith White AIFD CFD

FTD Education Consultant

FTD Confidential/Proprietary documents and should not be copied or redistributed. 2

FTD Makeover Magic Contest!To be entered into the contest:

• Participate in today’s webinar -Revenue-Generating Merchandising Tactics

• Submit a 75 word essay explaining why yourshop interior deserves a makeover

• Submit 1 or 2 photos of your shop's currentinterior space and storefront window display

• All submissions must be sent to prdept@ftdi.comby midnight Pacific time, tonight, August 11, 2015

• Contest winner receives a store makeover valued at $5,000

• View the Official Contest Rules: www.ftdi.com/makeover

First Impression

TACTICS OVERVIEW

• Store Front / Entry

• First 10 Seconds

• Layout Choices

• Merchandising & Color Blocking

Store Front / Entry

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Farm & Garden Movement

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Physical & Visual Attraction

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Soft vs Hard

Color

Selection

Perceived

& Received

FTD Confidential/Proprietary documents and should not be copied or redistributed. 9

FTD Confidential/Proprietary documents and should not be copied or redistributed. 10

First 10 Seconds

FIRST 10 SECONDS

• PLANNING

• LAYOUT

• COLOR BLOCKING

• MARKET SHARE

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Open Door Design Space

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Layout Choices

Traditional Grid

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Additional Store Layouts

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Store Interior Color

FTD Confidential/Proprietary documents and should not be copied or redistributed. 17

Color Knowledge Essentials

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Merchandising

&

Color Blocking

Merchandise Color Blocking

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The Appeal

• Visual

• Variety

• Selections

Basics of Color Blocking

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• Vertical Color Blocking

Bottom to Top

• Colors

Dark to Light

• Objects

Small to Large

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Color Groupings - Sizes and Textures

Color Block The Cooler

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FTD Confidential/Proprietary documents and should not be copied or redistributed. 24

Color Groupings – Like Colors Together

Hazards!

• Unorganized • Over Merchandised

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Merchandise Repetition

FTD Confidential/Proprietary documents and should not be copied or redistributed. 26

EASY

• Essential

• Aesthetic

• Simple

• You Can Do It!

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FIXTURES

DIY vs Professional

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Flower Focus

Handcrafted - Personal Touch - Service

FTD Confidential/Proprietary documents and should not be copied or redistributed. 29

FTD Confidential/Proprietary documents and should not be copied or redistributed. 30

Final Points

• Contact Keith White at jkeithonline@att.net

• Webinar available to view at FTDUniversity.com

• Handouts available at

FTDi.com/FTDUniversity.com/webinarmaterials.htm

FTD Confidential/Proprietary documents and should not be copied or redistributed. 32

FTD Makeover Magic Contest!To be entered into the contest:

• Participate in today’s webinar -Revenue-Generating Merchandising Tactics

• Submit a 75 word essay explaining why yourshop interior deserves a makeover

• Submit 1 or 2 photos of your shop's currentinterior space and storefront window display

• All submissions must be sent to prdept@ftdi.comby midnight Pacific time, tonight, August 11, 2015

• Contest winner receives a store makeover valued at $5,000

• View the Official Contest Rules: www.ftdi.com/makeover