Fresh Flower Supermarket of the Year

Who Can Enter?

All larger multiple retailers, defined as companies operating more than 25 stores, will automatically be entered for this award, but retailers are also encouraged to submit their entries in the form of a PowerPoint presentation of no more than 12 slides.

Submissions should focus on achievements in the year to 1 April 2012

Entry Criteria

Given that 100% of your customers don’t stop at the flower fixture, what do you do to promote fresh flowers? Specifically:

• What are your three main communication messages and why? For example, is price really the only motivator for all target groups and why? What short- and long-term results does that deliver? What, if any, are the downsides?
• Do you target any specific customer groups, and if so, how?
• What type and frequency of store media do you use? How do you measure the effect and what are the results?
• Show examples/case histories of successful in-store communications and define what made them successful in terms of (a) consumer response and (b) sales impact
• What do you consider to be the top three drivers, in order of priority, for your customers to buy flowers?
• How, therefore, do you reach current non-buyers or up-spend existing buyers?
• What are the most significant challenges you expect to face in the next three years and how are you addressing them?
• What would you do to promote the award once you have won it, both in-store and out of store?

Supporting documents may include anything you think is relevant in terms of statistics, research, internal and external marketing, motivation, communication programmes, consumer-facing meterial and any other initiative to develop your fresh flower category.

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