Page 5 - Griffin Gazette Fall 2016
P. 5
By John Johnston, aisle to address every question or need, tout natural, wholesome and, often, organic
Retail Education the purchasing decision becomes too ingredients that are safe for the family. The
Manager difficult and the consumer walks away both newest advertising encourages today’s
frustrated and empty-handed. We must biggest gardening consumer, the ladies, to
The Lawn & Garden sell differently. get behind their products. The inclusion of
industry enjoys a strong pets and children in fertilizer ads takes a bit
sense of community Simplification has shown to be a good of the edge off the chemical stigma. Take
that’s uncommon, if antidote. Statistics indicate that consumers notice of how our industry leaders promote
not unheard of, in other and staff make faster and more universal their goods.
fields. Independent purchasing decisions in chemistry needs,
garden centers have for example, when the number of selections 5. Clean Up Your Act
taken many roads to renewed success, is reduced. Granted, there will always be Brick-and-mortar stores need to step it
many discovered through like-minded peers a targeted product and active ingredient up with brightly lit and clean environments
who share their talents and experiences to for a specific purpose, but generally, for their customers. From checkout to
help others. We all read and hear from long- chemicals for lawn and garden are broad- bathrooms, these expectations are more
tenured industry consultants who dispense use products that can cover many bases. important than ever. The newest customers
their theories and recognize business Perhaps stocking multiple products aren’t familiar with the term “roughing it.”
pitfalls, but the “secret sauce” in our with the same active ingredient is no Stores that prioritize cleanliness are gaining
industry’s recipe for success is the owners longer necessary. customers, especially women.
and associates who are in the trenches
every day, making change happen. Thank 3. Sign of the Times Reduce clutter and expand sightlines
you to all who step off the sidelines and Point-of-purchase (POP) signage is an throughout the store to encourage more
contribute to the greater good. important part of selling, especially when exploration by customers. If you sell gift and
store associates aren’t readily available. home décor, resist building out the bases of
Among all of the success stories and However, manufacturers no longer provide displays; customers must be able to shop
business-renewal efforts, several common a near-endless supply of header cards, without a tripping hazard.
themes prevail. If you’re looking to take your banners and other POP materials in one- or
retail operation to a higher level, here are six two-color options. Today’s bar is set higher Spacing is also crucial to delivering a
strategies to put you on the right path. than that. comfortable shopping experience. In
high-traffic zones where two-way traffic
1. Connect with Your Community Today’s POP relies more on high-resolution is necessary, keep your walkways wide
Events drive footsteps into garden centers. graphics and brighter colors to attract the enough to accommodate moms, with kids
Think about the customers you want to consumer’s attention. Text is often short in tow, in BOTH directions. By expanding
draw, and the incentives that’ll attract those bullet points and the fine print is minimal or space when and where possible, you offer
folks. These aren’t necessarily “fire sales” non-existent, so the messages are clear, consumers the freedom for decision making
or “super specials.” Any event that offers easy to read and easy to understand. in the aisles.
a unique experience or creates value for Discounts are often shown as net dollar
your target audience pays a huge dividend values versus percentages because today’s 6. Let There Be Light
over time. consumers are unwilling or unable to do the Few consumers have the courage or
math. Today’s consumers expect speed patience to venture into retail zones that are
Families, for example, are likely to connect and efficiency in all areas of their lives; we dark and/or cramped. Does your store have
with events that start new traditions. must keep pace. areas that are poorly lit?
Hayrides, berry-picking, petting zoos,
dog and/or cat adoption drives, and face- 4. Ladies First Today’s LED lighting makes it easy to
painting are all popular options. Food trucks Merchandising exploded onto the scene brighten any space, using less wattage than
are also trending lately. back in the 1950s, with signage that worked traditional bulbs. Inquire with your electricity
to build strong brands. The most recognized provider about energy audits that may save
Events that build awareness are also a big giants of that era included Coca-Cola, you hundreds of dollars each year after
draw for families as well as Millennials. Think Craftsman, Kodak, General Electric and conversion. Many regional utility companies
about ideas that could strengthen your Sunbeam. offer tax credits toward new lighting fixtures
store’s connection with the local community. that conserve energy and reduce operating
Dare to be different! Over the past decade, Then, in the 1960s, the television era costs—a win-win for you.
garden centers have seen success with drove the next stage of brand recognition,
events centered on bee pollinators and especially in the auto industry: Advertising Take notice of your spotlights and accent
Monarch butterflies. In regions that support sought to make cars wonderful, sexy status lighting. Where might you convert to LED
winemaking activities, efforts to provide symbols. A sure way to attract the prettiest bulbs? Just 10 spotlights, each using 100-
equipment, plants and even tastings of ladies in town was with that Ford Mustang watt incandescent bulbs, is the equivalent
local wines go a long way toward attracting or Thunderbird convertible! But when of running a 1,000-watt hair dryer all day
a specific customer who will seek out your have you ever seen an ad that made pest long! Seeing the light is worth the effort
store for recreational purposes. control “sexy?” and the expense; you can save your
business money and drive more sales at the
2. Simplify for Quick Sales Today’s status symbol is getting someone same time.
Today’s consumer is a moving target. With else to do the yardwork and lawn
less time for what they have to do versus maintenance for your home. As for attracting Plan ahead now to strengthen the connection
what they want to do, shoppers don’t the ladies? Well, let’s give it some thought. with your customers in the season ahead.
have the patience to linger in a display with These six steps could lead you straight
too many options for, say, pest control or Lawn & Garden manufacturers move their to a brighter future for your operation and
lawn care. Without dedicated staff in every audiences with imagery and messages that our industry.
Griffin Gazette Fall 2016 | 5
