FTD’s 2021 Makeover Magic
ONE-HUNDRED-TWENTY-SIX-YEAR-OLD ROTH FLORIST, IN LAFAYETTE, IND., WAS THE RECIPIENT OF FTD’S NINTH- ANNUAL MAGICAL SHOP MAKEOVER.
The impact of a flower shop’s appearance, matched with incredible customer service, can make all the difference in that shop’s business success today. That’s why FTD works to bring dream showrooms to life with its annual “Makeover Magic” contest.
Whether it’s an updated store layout, new fixtures or innovative product displays, the winning shop each year receives a fresh, modern makeover by visual merchandising experts. The makeover, valued at $10,000, is intended to take the winning shop’s business to new levels. In previous years, J. Keith White, AIFD, CFD, FTD Education Consultant and lead visual designer, spearheaded the makeovers, from concept to execution. This year, however, because of constraints with COVID and other commitments, White planned the renovation, and FTD Education Consultant Ian Prosser, AIFD, CFD, AAF, PFCI, NDSF, oversaw the on-site execution of the remodel, which occurred in August, making White’s vision a reality.
Read on to discover more about the makeover of this year’s winning shop, Roth Florist, which was founded in 1895 and has been a member of FTD for an astounding 101 years.
J. Keith White, AIFD, CFD FTD EDUCATION CONSULTANT AND LEAD VISUAL DESIGNER
Why was Roth Florist selected as the recipient of the makeover?
The selection of Roth Florist as the winner of the ninth-annual FTD “Makeover Magic” contest was based on the application submitted, along with photos of the shop. The owner, Stephen Clawson, was open to change at the top of the scale—an important factor when selecting the winning shop.
The store combines traditional floristry along with vintage/antique furnishings and other items. The store has a historic downtown location in a college town, the perfect combination for an updated use of space and merchandising.
The store has great windows and overall layout for a perfect merchandising makeover. Many areas of the store were underutilized for maximum consumer impact and engagement, which will now, since redone, lead to increased sales and interest in the merchandise.
How was the execution of this makeover different from past years?
The execution of this makeover differed from past makeovers due to COVID restrictions in the fall of 2020. The initial site inspection was delayed and, eventually, unable to be completed in person. The owner worked closely with me to provide all the additional
photos, videos and precise measurements I needed to determine the best layout for new and existing fixtures, to maximize the space, flow and merchandising.
As time progressed, many of my original thoughts changed and evolved, resulting in the final layout you see here. However, the original plan was always to have flexibility for adaptation and change once the makeover is complete.
What was the biggest challenge to overcome with this year’s makeover?
The biggest challenge to overcome with the Roth Florist makeover was the window of opportunity available to complete the “magic.” Once the execution dates were established, the process started with ordering new fixtures and furnishings, along with selecting the best team to send to Lafayette. FTD Education Consultant Ian Prosser, AIFD, CFD, AAF, PFCI, NDSF, and Pete Samek, AIFD, CFD, assistant creative director and instructor for FTD, traveled to Indiana in August for the on-site installation, along with FTD Marketing Events Specialist Janet Justus.
A big thanks to Roth Florist and the FTD “Magic Makeover” team for a successful transformation of my vision, to create the actual magic that happened once again!
Ian Prosser, AIFD, CFD, AAF, PFCI, NDSF FTD EDUCATION TEAM AND LEAD ON-SITE DESIGNER
How was your first makeover experience?
I loved being involved and revitalizing the look of Roth Florist. The streamlined finish has created better traffic patterns and allowed for a greater appreciation of the merchandise, which they have a lot of! It was fun to color block and create destinations for the eyes. We essentially chose one room to display the antiques and another room for the fresh flowers and plants. Keith’s choice of fixtures was perfect.
What kind of challenges did you face on site?
The store had lots of large pieces of furniture that we were continually moving to make room for other things because the space was on the smaller side. We got in a workout! We also had to reshuffle things because some pieces were permanently attached to the walls, and we had work around electrical boxes that didn’t allow the placement of items and merchandise as Keith originally planned. Flexibility on site is key for the makeover!
What type of feedback did you receive from the florist and any customers that came in when you were there?
Stephen Clawson and his wife, Patty, were thrilled with the transformation and how it all came together to create a new and improved streamlined look. We found lots of great items in storage and incorporated them into the displays, and they loved that we created separate shopping areas. Stephen’s biggest concern was that we would remove a lot of the larger antique pieces. I assured him that we weren’t there to change the look of his business but, instead, to improve it.
By the end, the window displays had people stopping and taking photos, which is always a great sign.