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15.10.2014
Louis Magazine2010 Platinum List Best Floral Designer Ladue News and At Home Magazine2011 Platinum List Best Floral Designer -Ladue News (among the Top 3 in St.
Louis Homes and Lifestyles Magazine October 2013 issueSuper Floral Retail Magazine?    ??SCOTT HEPPER HAS BEEN VOTED BEST ST.
LOUIS FLORAL DESIGNERAwarded as an Individual Floral Master Designer-All within the same year period!.ST. It first differentiated itself with its fine meats, explains Trip Straub, vice president of William A. Today, the company’s signature item remains high-quality meats hand-cut by its staff of 25 butchers. Today, the companya€™s signature item remains high-quality meats hand-cut by its staff of 25 butchers.
None of the selection, which includes USDA Prime cuts and Kobe beef, is prepackaged or previously frozen.
Straub says the company’s combination of high-quality employees and products is in keeping with its “best of the best” philosophy. Straub says the companya€™s combination of high-quality employees and products is in keeping with its a€?best of the besta€? philosophy.
Through “marketing, merchandising, ordering and spending 12 hours a day, not doing any prep work in the back, but literally staying on that floor up front, making contact and introducing myself.” (See more about Mr. Through a€?marketing, merchandising, ordering and spending 12 hours a day, not doing any prep work in the back, but literally staying on that floor up front, making contact and introducing myself.a€? (See more about Mr.


Hepper’s marketing efforts in “Marketing Success” on Page 26.)      He also has radically changed Straub’s floral offerings.
Hepper reduced the number of products the departments stock and replaced lower-priced items with seasonal, high-impact florals that “nobody else has.” The resulting European-style floral departments are more in tune with the tastes of Straub’s customers. Hepper reduced the number of products the departments stock and replaced lower-priced items with seasonal, high-impact florals that a€?nobody else has.a€? The resulting European-style floral departments are more in tune with the tastes of Strauba€™s customers. The store expects to top $300,000 this year, with floral contributing 4.5 percent toward total store sales. Hepper’s philosophy of differentiation, the floral departments don’t sell ready-made bouquets.
Heppera€™s philosophy of differentiation, the floral departments dona€™t sell ready-made bouquets. Customers favor “Martha Stewart-style” arrangements with dense florals and few filler flowers. Customers favor a€?Martha Stewart-stylea€? arrangements with dense florals and few filler flowers. He keeps the floral cooler fully stocked with designs ranging in price from $50 to $100 but no bud vases, asserting that their low prices aren’t worth his labor costs or cooler space.
He keeps the floral cooler fully stocked with designs ranging in price from $50 to $100 but no bud vases, asserting that their low prices arena€™t worth his labor costs or cooler space. Hepper has become the face of Straub’s florals, turning public appearances and charitable donations into opportunities to tout the company’s florals and draw customers into the stores.


Hepper has become the face of Strauba€™s florals, turning public appearances and charitable donations into opportunities to tout the companya€™s florals and draw customers into the stores. Here are just a few of his marketing successes: • He donated altar pieces for a local parish’s cathedral for Christmas one year, and for Easter the congregation paid him to decorate the entire building. Here are just a few of his marketing successes: a€? He donated altar pieces for a local parisha€™s cathedral for Christmas one year, and for Easter the congregation paid him to decorate the entire building. In addition, his floral creations have been featured in the church newsletter, and he now gets work from the parish for weddings, funerals and other events.
Louis Art Museum, one year, and the next year, the museum asked him back to give a floral demonstration for 400 people. Straub says the size will allow the store to expand on the best of Straub’s, including floral.
Straub says the size will allow the store to expand on the best of Strauba€™s, including floral. It has a circular counter—“almost like the concierge at The Ritz-Carlton”—and is centrally located. It has a circular countera€”a€?almost like the concierge at The Ritz-Carltona€?a€”and is centrally located.



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