Like many upscale flower shops, Scarsella's Flowers, Greenhouses, and Home seeks to stimulate purchases of its displayed arrangements by show-casing them in elegantly appointed vignettes. But unlike other shops, Scarsella's doesn't treat the tables,chairs, beds, armoires, dressers, lamps, and paintings in those vignettes as mere backdrops. Bather, they--together with the flowers--are packaged and sold as complete sets. Randy Statham, proprietor and creative director of the shop, located in the poshcountrified village of Laurel Hollow on the North Shore Gold Coast section of Long Island, N.Y., explains the strategy behind this apparently effective merchandising technique: "Our aim is to always provide our customers with a finished product. From our perspective, the finished product is the arrangement plus furnishings."
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