Display Techniques


 All firms contacted that sold hearts displayed them in horizontal

 rows in refrigerated racks. Most firms displayed whole celery stalks

 in a similar manner, but two placed them in an upright position in a

 series of vertical rows.

 There were three firms, one in each city, that usually display

 whole stalks on ice, at least in a sizeable number of stores. One

 firm which uses ice placed the stalks in an upright position as dis-

 cribed above and the two others placed stalks in horizontal rows on

 ice. Adequate sales data were not available to permit a thorough

 evaluation of the effectiveness of displaying celery on ice, but its

 use did not appear to increase celery sales appreciably. Only one

 firm, a small celery volume retailer, displayed Florida and California

 celery simultaneously. The Florida celery was typically sold for

 10 cents per stalk less than California celery.

 On the average, firms in all cities were found to display from

 three-fourths of a crate to one crate of whole stalks per row and one

 carton of hearts per row. However, store managers try to adjust the

 quantity displayed to their anticipated daily sales volume to reduce

 shrinkage, poor product appearance, and subsequent reworking. The

 quantity of celery displayed is usually less during the low-volume,

 early portion of the week and greater for the higher-volume weekend

 period.


 Display Space


 In Philadelphia, most firms typically display two or three rows

of whole stalks a- nne row of hearts. Rows are usually 36" long, *he