NEWS posted by

Kratt, Schaffer to Preview ‘The Look’ That Sells More Flowers

Kratt, Schaffer to Preview ‘The Look’ That Sells More Flowers
at SAF Amelia Island 2015

Nearly 50 experts are speaking at SAF Amelia Island 2015, including Kristine Kratt, AIFD, PFCI, and Bill Schaffer, AAF, AIFD, PFCI (top), who will forecast 2016 floral design trends; Kevin Ylvisaker, AIFD, PFCI (center), who will share design strategies to create maximum impact with minimal product; and Nicole Reyhle (bottom) who will recommend profitable merchandising tactics.
ALEXANDRIA, VA — July 16, 2015 — Trendy designs and in-store displays attract shopper attention and generate faster, more profitable sales. Industry members plan to tap into tomorrow’s hot looks during SAF Amelia Island 2015.
Among the 37 educational sessions and events at the Society of American Florists’ 131st Annual Convention, Sept. 9-12 in Amelia Island, Florida, are several programs that focus on floral trends, design techniques and merchandising, including:
• 2016 Floral Trends Preview — Bring your camera, you’ll want to take plenty of pictures of the show-stopping floral creations on display when Kristine Kratt, AIFD, PFCI, and Bill Schaffer, AAF, AIFD, PFCI, of Schaffer Designs preview top design trends for 2016. They’ll create head-turning vignettes for the SAF Convention stage, featuring exciting looks that can jump-start both sales and profits for the coming year.

Kratt and Schaffer emphasize trends that have staying power. Takeaways from their session include simple trendy touches to update current designs and ideas for adapting trends to your customer base and brand. (Sponsored by Accent Décor; Candle Artisans; Design Master color tool, Inc.; FloraCraft; Pete Garcia Co.; Smithers-Oasis; Syndicate Sales, Inc.; and International Floral Distributors.)

• Profitable Everyday Designs — You can design a high-impact, profitable arrangement at any price point; it just takes a little ingenuity and savvy flower selection. Kevin Ylvisaker, AIFD, PFCI, of KLY Floral International, demonstrates how to keep COGS under control and still give customers knockout designs they’ll love.

Ylvisaker is a past-president of the American Institute of Floral Designers. Among his takeaway tips are how-tos for: creating maximum impact arrangements with minimum product; and saving money/reducing waste by making the most of “leftovers.” (Sponsored by Smithers-Oasis.)

• What a Difference Display Makes — The most successful retailers know the secret to scoring big sales is creating an environment that’s intuitive and inviting. Nicole Reyhle, the founder of Retail Minded and a contributing editor to Forbes, explains the psychology of shopping and talks about how to “tell a story” with your product.

Among dozens of profitable merchandising ideas shared during this session are practical takeaways like: tips for maximizing the effectiveness of a shop’s entrance and point-of-sale areas; and how to use sensory appeal to make displays more compelling.
For details about SAF Amelia Island 2015 and to register, visit

You must be logged in to post a comment.


FB Like Box