By Anne Holub
How often should you change in-store displays and add new merchandise? Once a season? Once a month? That may not be enough to keep customers engaged and interested, according to environmental psychologist and author Paco Underhill, who suggests retailers switch things up at least as often as your most frequent customer shops your store.
Two upcoming events that will help you get the goods and inspiration to mix things up in your showroom and design room? The Society of American Florists’ Supplier Expo and Premier Products Showcase, both held during SAF Palm Springs 2018, the association’s 134th annual convention, Sept. 12-15 in Rancho Mirage, California.
The two events offer a complementary experience for florists looking for ideas, and how to put those ideas to practical use, said J Robbin Yelverton, AAF, AIFD, CFD, MCF, PFCI of Blumz in Detroit, Michigan.
“The Premier Products Showcase focuses on key items or lines,” Yelverton said. “It’s a great way to really draw attention to that specific item. The Supplier Showcase is a broader focus on the company, or a whole line of products versus a specific item.”
Attending the Supplier Expo “is a wonderful way to not only learn more about each of the companies represented,” he added. “But it’s also about connecting with the people who are with the company. As we all know, relationships are so very important when doing business.”
During the Premier Products Showcase, Yelverton and other members of the Board of Trustees from SAF’s Professional Floral Communicators – International will demonstrate techniques and tips using the specific items and services, takes place just before the Supplier Expo begins, making it an ideal learning opportunity — and a kind of advanced preview.
“The Premier Products Showcase is designed as a fast-paced, high-energy event,” said Jenny Behlings, AAF, AIFD, CFD, PFCI, SDCF of Jenny’s Floral in Custer, South Dakota. “It will get you motivated and excited to see the newest and greatest of what the industry has to offer.”
Heading to SAF Palm Springs 2018 and want to make the most of these events? Here are some tips from veteran attendees:
- Break out the notepad (or smartphone). During the Premier Products Showcase, take notes and formulate a plan for the tables at the Supplier Expo you’d like to connect with first.
- Speak up. Both events are informal — audience engagement is encouraged. Ask questions that you think of during the fast-paced presentations, and you’ll be in great shape to make the most of your walking around time later.
The Premier Products Showcase takes place on Thursday, September 13, 2018 from 1:15 – 2:30 p.m. The Supplier Expo follows from 2:30 -5:00 p.m. Attendees who visit all Supplier Expo tabletops have an opportunity to be entered for a free registration to SAF Amelia Island 2019.
For convention details and to register online, go to safnow.org/annual-convention.
Anne Holub is a contributing writer for the Society of American Florists.