Page 4 - 2015 Spring Gazette
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DisplaysAltogether. Better.
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By John Johnston, Retail Education Manager
For many garden centers, the sales challenge goes far beyond
The beginning of a new spring season often just stocking an item or a product mix – it’s making a connection
inspires us to step up our game: improve our with the consumer that tips the scales in favor of a purchase.
skills, increase our knowledge, engage with our Developing the knack to successfully combine plants, products
customers to grow sales. As you examine your and merchandising skills takes time, planning and dedicated
assets and capabilities, and look for ways to effort. There are some fine examples of miniature-gardening
fine-tune them, consider the old adage: It’s not displays to be had; others seem to need a little help in deciding
what you have, but how you use it! what to offer and how to display it.
Evaluate your product – and plant! – Similar Product Allocations
selections with an eye toward opportunities to Many consumers are initially drawn to the miniature-gardening
utilize them together; smart groupings can be category by the allure of cute, low-maintenance, plants. And
a big driver of sales. Themed or project-oriented displays, inclusive once they’re in it, they often want more. It’s not uncommon to
of everything a consumer might need, are often very effective see consumers with multiple mini-gardens in their homes and
in boosting sales and profits. If today’s consumers shop quickly landscapes.
because of time limitations (and we know they do), doesn’t a
strategy that facilitates ease and convenience just make sense? The best way to hook new mini-garden lovers is to position
these plants and the accessories that complete the sale in close
Building Your Category proximity to one another. Consider categories that might overlap
Let’s talk about the category of fairy gardening as an example or, with miniature plants. Do you sell pavers? Fieldstone? Slate?
as some prefer to say, miniature gardening. The trend over the past Invisible water features? Try placing some sedum among your
few years has seen consumers gravitate to new products and ideas walkway displays and watch these sales soar!
for the garden and home. The miniature-gardening category has
grown nationally with mixed results, but a common factor among Don’t bury these products somewhere inside the store and
those who are successful with it is a complete and well-executed assume that customers will find them; it’s not meant to be an
display plan. Easter-egg hunt! Make sure you create the look and group all
related category products at the point of decision.
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