Page 13 - Griffin Gazette Q3 2017
P. 13

moisture-deprived plants. Unhealthy plant             of cutting back expenditures involve           are paying off. Customers are amazed at
displays kill sales opportunities, maybe              advertising and manpower. Capital              the amount of offerings shown inside and
forever, in the eyes of the ready-to-spend-           improvements take a back seat, too.            out. The biggest change is his “exposure”
now shopper. It takes manpower and daily              Recouping business is much more difficult      to the traffic moving quickly out front. They
maintenance to make your store displays               and costly than simply maintaining it.         can’t help but turn their heads and put
look and sell their best. From the road,                                                             on the brakes for the massive amounts of
too many retailers continue to display their          In a retailer’s quest to create selling        color that influences them from a 1,000 feet
plants at one level. This display technique           opportunities, there is much to consider.      down the road. That’s about 15 seconds of
fails to tell the story of your second biggest        First, prioritize the best avenue to get your  “wow” exposure!
weapon against the box stores: Variety.               store noticed. You may be surprised to
                                                      hear the answer doesn’t have to include        Imitation May Get You More Sales
Putting the Custom in Customers’ Eyes                 paid advertising.                              Terrain, the standalone gardening brand of
When it comes to table benching, carts                                                               Urban Outfitters, may only have four stores
and display hardware including signs and              Adding a greenhouse gives instant              nationwide, but the brand has proven very
banners, it’s best to budget a yearly spend           recognition that you are the grower. It        influential among garden center owners.
to add, upgrade and maintain your assets. A           may be a long-term improvement but             Terrain stores feature a common theme
little bit of attention paid to these details yields  one that pays extra dividends in offering      of natural, organic, re-purposed, recycled
more money on the table and in your register.         an advantage of a covered shopping             materials merchandised to appeal to the
                                                      environment. A new structure comes with        female shopper, ages 25 to 45.
Displaying and strategically merchandising            the added bonus of more holding power for
plants comes with a thought-provoking                 hanging baskets. More color, more sales        Using their corporate backing, Terrain has
list of options from the ground up. Are we            opportunities. Consider what’s best for        fine-tuned its talented staff, optimized its
weed-free below the bench, with debris                your circumstances. Possibilities include      website, added more store-driven events,
removed from the previous day? Check the              free-standing, high-tunnel and gutter-         provided unique products globally and
bench table legs that are under the plants;           connecting types.                              provide a great meeting spot for friends
do they need repair? After a few years                                                               to shop while enjoying a cup of coffee
of using chicken wire, pallets and wood               Installing a V-truss shade system offers       or espresso.
planking, will they hold the weight of pots           your store increased height and visibility
and trays after being filled to the max? Even         from the street, expanded holding capacity     Whatever your opinion is about Terrain and
when the pots are saturated?                          for hanging baskets, and a shade cloth that    Urban Outfitters, they’re raising the bar on
                                                      not only protects the plants but offers your   staging products, merchandising with a
Consistency in display materials is another           customer reduced ambient temperatures          purpose and bringing a new awareness to
visual consideration. If you must mix                 underneath while shopping during hot,          what’s possible in our industry. The current
wood or resin types, try to group alike for           sunny days.                                    resurgence in using natural woods in retail
specific plant categories or varieties. As you                                                       displays offers a contrasting backdrop
construct or move tables, look for safety             New Ownership, New Look                        for our colorful packaging and plants; it
concerns in cracked legs and frames,                  One recent example of a V-truss addition       enables products to jump out at you.
splinters, extruding screws and nails, or             happened in New Jersey at Magnolia
exposed wire.                                         Garden Village in 2016. After taking           The trend also forces you to consider new
                                                      ownership two years ago of a 50-year-old       means of increasing artificial light levels in
Is your signage and pricing still intact and          business, Pat Conahan felt customers were      your store when using darkened surfaces.
correct? If not, the price-driven questions           seeing the same look year in and year out,     Many retailers continue their lighting
from your customers will haunt you all                and the stale look was driving a steady        conversions from incandescent to metal
day long.                                             decline in traffic and sales for more than     halide or LED options. Now that we’re back
                                                      a decade.                                      to this topic…Can you see me now?
Are there wagons or carts nearby for
customers’ use? Consider providing two                Conahan’s capital improvements over two        The 2017 Griffin Expos are coming soon
areas for access: one near the entrance for           years included new benching, expansion of      to Worcester, Mass., and Lancaster, Penn.
carts and another located centrally within            the plant yard, addition of a V-truss system   Read more about them in this issue of the
the department or nursery yard.                       from Poly-Tex, increasing his fleet of plant   Griffin Gazette. We look forward to seeing
                                                      carts including two-tier types for extra       you there, and providing the best pricing of
Curbside Appeal & Your Identity                       holding power and renovating customer          the year on carts, benching, equipment and
When times are tough, the first signs                 bathrooms. The return on his investments       more to make your “fixer upper” successful!

                                                                                                     Magnolia Garden Village
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