Boston’s Rouvalis Flowers & Gardens is known for its outdoor displays.
Merchandise displays outside a floral shop can entice customers to linger, make impulse purchases, pop in the store and even share the beautiful displays on social media, writes Jennifer Sperry in the September/October issue of Floral Management.
That’s the case with Boston’s Rouvalis Flowers & Gardens, which is known for its outdoor displays in the historic Beacon Hill neighborhood.
Both regular clients and new customers stop and stay a while, perusing the sophisticated displays, says owner and creative director Emily Montany. But that’s not all — the exterior is so lush and inviting that people can’t help but take photos as well.
“Rouvalis has become a real destination. We’re in the Instagram era and people are looking for backdrops, so why not give them one?” Montany says.
She provided some advice on ramping up your exterior with product displays:
Embrace Word of Mouth
Some people take pictures and leave without buying anything, which is fine,” says Montany. “Our hope is that their posts and tags will entice others to visit.” The shop shares its favorite tagged social media post once a week.
Season Heavily
Seasonal content is huge on social media, so it makes sense for displays to celebrate the time of year with color, pattern and texture. Trends in design are important to incorporate as well, such as Pantone’s color of the year.
Be Eventful
Increase your reach with events, such as sidewalk sales or themed gatherings. Weekly events, like Montany’s pre-pandemic Roses and Rosé, featured special arrangements and customers enjoyed wine and flowers in a relaxed setting.
Layer Up
Using a variety of furniture pieces, racks, baskets, wood boxes and more can create inviting, multilayered displays. Grouping wares by color and type ensures that each finished scheme is eye-catching and enticing, even from a distance.
Read more about Rouvalis Flowers & Gardens’ outdoor display in the September/October issue of Floral Management online.
Molly Olson is a contributing writer for the Society of American Florists
