Firthshore Limited enter TheFlowerCage™ into ‘Gift of the Year’ 2007
The Gift of the Year recognises and rewards products of excellence within the retail industry. This year we have entered our product TheFlowerCage into the competition.
With only two photos and 100 words of text allowed our pitch must grab the attention of the judges in the first round – not easy as you can’t send them your product! We had to take into account the judging criteria too (see below). So having chosen our two photos and condensed our pitch here is our entry. We hope to go into the next round at the end of April.
Photo showing:
Merchandised FlowerCage Family (Gift boxes forming backdrop)
The Uncondensed Entry - The Judging Criteria
- Design innovation and originality
TheFlowerCage™ was designed in 2003 and immediately we recognised its appeal and commercial potential. The first thing we did was register it at the London Patent Office. It now has an International Design Classification registered to our company, Firthshore Limited.
We then needed to package the product which was not easy. The size of a fully opened cage needed a box the size of a computer; not realistic for distribution or storage. Our designer then designed a simple opening device which enables the cage to come flat packed. It was a simple solution to a complex engineering problem; the answer to our distribution needs. Without this design solution our product would not have been viable.
- Quality of manufacture
Having protected the design, we set about developing the materials and market testing* the floral combinations - deciding upon bamboo for the cage and Polyfoam for the calla lilies.
Our next task was the gift box presentation. We felt this should encapsulate our company’s design ethic - high quality simplicity. Accordingly, we have paid great attention to the interior function and the exterior look of our gift box. The interior comprises of a tray to hold the artificial flowers and a simple holder for TheFlowerCage. We used black to best frame the contents and chose to wrap the cage in tissue for a luxury appeal. For the exterior we focused on quality, using high specification card and spot UV print for the lettering and instructions. On the base of every flowercage gift box there are instructions, a web site address, and our company telephone number. We did this so that the interior was kept free of literature. We demand rigorous quality control along every step of the manufacturing, packing and distribution process. Our outer carton for example, is constructed from triple corrugate to protect the gift boxes from damage in transit.
- Sales potential and commercial viability
Our market test figures aligned with our cost and pricing policies have enabled us not only to design an innovative and original product but do so at an affordable price. Our product reached 1:50 market penetration off one site. Wewent into production and released the product for general sale in September 2006.
Our cages complete with artificial calla flowers retail at £20 for the small, £26 for the medium and £32 for the large. We are currently picking up a new business account per day and have already sold out of our first shipment of two 40’ containers.
- Customer appeal and value
With such strong market test figures we felt able to rely enough on the customer appeal and value of TheFlowerCage™ to go into production. The originality of our design and the immediacy of our look means customers can have a subtle, designer bouquet in their homes without the expense of fresh flowers or expert floristry training. Our price points offer “wow factor” visual impact at great value for money.
- Retail profit potential
We offer a minimum of 100% markup on our products. Our modest price points aid volume sales and our 24 hour dispatch policy (when in stock) means that our customers can benefit from ‘just in time’ ordering.
- Marketing and merchandising support to the trade and the consumer
We have a team of agents who cover most of the country: admittedly; we have some areas uncovered but we’re working on that. The office team can visit customers too. We offer merchandising suggestions and photographs.
Our web site supports both our business customers and the general public. On-line our business clients can order and pay for product. We direct general public enquiries to local retail outlets via links and retail shop listings. We are currently looking at in-store merchandising support and we will be speaking to our customers to gauge their needs.
- X / WOW factor
TheFlowerCage is completely original – there is nothing like it on the market. Try to explain what it is and you’ll find yourself struggling - there is nothing to compare it to. The look, form and function set it apart from all other products and it fulfills every x factor requirement - it literally does stop customers in their tracks and they do say “wow look at that!”
*Figures - Market tested on 250,000 people in city of Aberdeen 2004
Our Entry – Condensed into 100 words
TheFlowerCage™ has wow factor – an original, ingenious, unique, protected design, blending oriental simplicity with European form and function, luxuriously gift packaged, at an affordable price with a minimum retail profit potential of 100%. Within 10 minutes of designing TheFlowerCage™ we had sold one. Since that first sale we’ve honed our concept and developed a  product that has mass customer appeal and value. A strong emphasis on consumer support and commercial viability, (we market tested 250,000 people gaining 1:50 market penetration) aligned to our innovative brand has ensured that our sales potential figures are valid. Visit
www.theflowercage.com for more……
Judging Criteria
- Design innovation and originality
- Quality of manufacture
- Sales potential and commercial viability
- Customer appeal and value
- Retail profit potential
- Marketing and merchandising support to the trade and the consumer
- X / WOW factor
Photo showing - Picture of Gift Box exterior and interior
To see more about the competition visit: www.giftoftheyear.co.uk/awards.aspx
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