Page 10 - Griffin Gazette Spring 2016

Recognize the Value of New

“NEW” is powerful; increased sales
and profits on any product or plant
may start with the simple addition
of this magic little word…NEW!

By John Johnston, Retail Education Manager Second-Chance Sales Opportunities
Of course, “NEW” doesn’t always have to equal “never before
You don’t need to hear it from industry experts seen.” “NEW” can also mean “rediscovery.” Several lawn & garden
or consultants: Change must happen to stay categories may benefit from a re-introduction or makeover in your
ahead of the pack! It’s not theory; it’s common store. Terrariums and air plants have been around for decades, for
sense. The word “NEW” brings excitement to example, and have seen quite a revival in recent years. A table of
any consumer. Sometimes, we just need to glass, lanterns, bird cages and unique mini glass houses coupled
remind ourselves to leverage it! with smaller plants including succulents has opened the door for
more sales opportunities for independent retailers. Such displays
Every year, new plant varieties and new garden can generate even stronger sell-through when positioned near the
products are introduced via trials, trade shows popular and trendy miniature-gardening category.
and industry publications. Most retailers are
quick to add these items to their in-store Incorporate other products and accessories into your display to drive
product mixes, but many don’t focus on drawing attention to them. add-on sales. Consider specialized potting soils like those for cactus,
Consumers are inherently drawn to new products; they’re interested African violet, bonsai and moisture-control types. Add bagged
in learning how a product is different or better, and eager to try it out. mosses, stones, gravel, sand and possibly figurines or mini structures
to capture more interest. The key takeaways are fresh plant material,
Ours is a bigger, better, super-sized, time-saving, maintenance-free, numerous pre-planted display examples and complementary
maximum-yield, value-driven society. Make sure your new products products shown near or at the point of sales decision.
are highlighted accordingly, with ample amounts of easy-to-read
signage and bright, crisp-looking displays.

10 Griffin Gazette Spring 2016 Top Image: Antique Bird Feeder from Perky Pet, Item# 80191175