They are always welcome: Flowers. These blooming ambassadors accompany us throughout our lives - from birth to the grave - and apart from the latter, always on happy occasions. In REWE stores, the flower presentation is one of the first impressions customers get. Some of them inspire customers and experts alike with real specialised departments, as demonstrated by their extremely successful participation in an industry award this year. The prices are quite moderate

But it doesn't have to be a large specialised department. Good sales revenue and income can be achieved even with little effort. Anna Genser and Edmund Pillekamp, the heads of the Flowers & Plants strategy project, know how to significantly increase revenue on existing space. Since April, they have been testing a new flower presentation in 50 REWE stores - with astonishing success. "Compared to the pre-coronavirus year 2019, all stores are currently experiencing a mid-double-digit increase in sales in the flowers and plants product group. What's more, our concept test stores have seen a significant uplift in sales over 30 weeks compared to the reference stores," summarises Edmund Pillekamp. The test phase was preceded by a comprehensive analysis of the existing product ranges, processes and staff deployment. Pillekamp: "The product group offers huge opportunities for the coming years, because buying flowers is now part of grocery shopping."

The solution is amazingly simple and can therefore be realised almost anywhere. Cut flowers and bouquets in zinc buckets are arranged in four rows over a width of just three metres. The special feature is the colour assortment in the colours of the rainbow. This allows customers to put together their own bouquet of choice. Prices start at 1.99 euros. "But no bunch of cut flowers is more expensive than five euros," says Anna Genser. The prices for the ready-made bouquets are also well below the level of specialised shops. "For the markets, an attractive flower presentation is a locational advantage in times of one-stop shopping," Anna Genser is convinced. Scrutinising glances: Anna Genser and Yasemin Ugras in the REWE store on Widdersdorfer Straße in Cologne

Yasemin Ugras has been testing the flower placement in the REWE store on Widdersdorfer Straße in Cologne since the spring. Her conclusion: "Customers enjoy the variety, many buy two or three bunches and put together their own personalised bouquet creatively." A full, tidy display is important. "I check the flowers first thing in the morning and make sure that the goods are full and fresh."

The success is literally visible in the entrance area of the REWE store in Cologne. This example shows how even a basic department can achieve a considerable increase in sales without much extra effort.

But regardless of whether it's a showpiece or a solid basic service, the employees on the shop floor were and are the decisive factor, as they keep an eye on the department and the optimal presentation of goods. "Only qualified employees are confident in their actions," says Anna Genser and appeals to the stores to make use of the new e-learning programme, which has been available since July of this year.