Spar and AF Blakemore have boosted fresh flower sales by 13 per cent in the past year, as a result of a relaunch across stores in the Blakemore and Capper regions.
The company credited the boost to a new initiative to deliver fresh flowers from its distribution centre in February, when wholesaler Flowerfete ceased trading.
AF Blakemore moved quickly to ensure supply for Valentine’s Day, offering four mixed bouquets ranging from £2.99 to £6.99.
This was quickly increased to include a rose bunch and a straight line mix at £3.99, as well as house plants from £1.99, with all the flowers a higher quality than had been previously offered, with shelf lives of up to eight days, the supplier said.
Richard Harman, marketing director at AF Blakemore, said the flowers had immediately proved very popular with Spar customers.
“The initial demand was unprecedented, with retail sales up by 64 per cent year-on-year. Furthermore, the huge increase in retail margin has enabled stores to budget wastage without detriment to their profits,” he said.
Recent promotions to have run across the fresh flowers range include £3.99 for a bouquet with 33 per cent extra free; Gladioli at just £3.99 per bunch and mixed foliage plants at £1.99 or any two for £3.50.
In the four weeks to August, this promotional activity added a further 34 per cent to the base range sales.
“In the increasingly competitive market place, we need to be constantly adding to the range of products that we offer,” added Harman.
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