Page 7 - Griffin Gazette Issue 3 - 2018
P. 7

HOUSEPLANT REVIVAL                 assortments around the country this   dining rooms and bedrooms as well as
            While small plant material is hardly new,   year, I’m especially impressed by vertical   patios and entrance areas.
            succulents have become a success   displays  with  integrated  samplings  of   RETAILER DILEMMA
            story for many retailers and, dare I say it,   combo  planters.  They’re  not  all  bowls
            fun! These plants continue to reach new   and low-profile vessels; many have   When choosing add-on products, do
            heights for sales and profits.     included vintage-looking  product  using   so with a critical eye. It’s not just about
                                               distressed metals and even country   colorful  packaging. Can  you  read  the
            Supermarkets stole much of the market   artifacts like milk bottles.   front label easily from a distance? Try
            share of foliage plants about 20 years                                 the “gunslinger merchandise” technique:
            ago. Our industry adjusted by cutting                                  Walk 10 feet from display, turn and fire
            back on selections and inventory. In                                   (read). If you can read the label and
            contrast, cacti and succulents have                                    know what’s in the bag or what the
            shown staying power, and it’s easy to                                  product is for, keep it. If not, find another
            see why.                                                               vendor option.
            The shapes, sizes, textures and planting                               Consumers struggle with reading fine
            vessels are nearly limitless. Whether a                                print. Minimizing confusion at the shelf
            consumer wants to buy a single plant                                   is critical to your store sales. No matter
            or to mix and match, there really is                                   what your price is, today’s retail is driven
            something for everyone. These plants                                   by speed and convenience. If there isn’t
            are also rugged and easy to care for.                                  a label or sticker showing your price, you
            They have success written all over them!                               have bigger worries! More than half of all
                                                                                   retail sales failures occur due to the lack
                                                                                   of a visible price.
                                                                                   DOWNSIZING STAFF, UPSIZING
                                                                                   DISPLAY ACUMEN
                                                                                   Finding and keeping great employees
                                                                                   is tough these days, especially in our
                                                                                   industry. As a result, in-store service
                                               THE BEST RECIPES HAVE               levels continue to slip. Merchandising is
                                               GREAT INGREDIENTS                   one way to offset the shortage of quality
                                               The most successful succulent retailers   manpower.
                                               have embraced the category, investing
                                               in both presentation and product mix   Keep display tables fresh, clean, bright,
                                               to drive sales. A diverse lineup of plants   cheery and well stocked. If it’s new,
                                               and  fun  accessories  work  together  to   shout it out with signage! Position
                                               get consumers excited about their pint-  complementary products at or near
                                               sized purchase. Helpful staff in the aisles   relevant plants whenever possible. One
                                               can guide customers toward add-on   tip to sell add-on products: Try organizing
                                               products for planting and maintenance.   any large department or category first by
                                               Pre-potted examples in an array of   need, and then by brand or manufacturer.
                                               interesting containers  inspire folks to   Dark display  materials like espresso-
                                               think beyond the plant itself.      stained wooden fixtures are on-trend but
                                                                                   may need to be balanced out with higher
                                               Get creative with your container    light levels. Add spot lighting as needed
                                               assortment! Go beyond simple bowls   to amplify glass, wood and ceramics.
            DISPLAYS THAT SELL                 and consider a broad mix of materials.
            One recent development in succulents is   Ceramics, plastic, cement, fiberglass,   Color is our industry’s biggest asset.
                                               resin, wood and glass are just some of
                                                                                   Grouping plants and containers by color
            from growers like Timbuk Farms who can   the options out there.        lifts sales in even obscure categories like
            ship an upright display complete with                                  small houseplants and indoor pottery.
            signage that’s truly retail-ready. These   More  container  choices  enable
            preloaded displays are space-saving and   consumers to use succulents in more   It’s a small world when it comes to retail
            can put virtually anyone in the succulent   places in and around the home. Planted   space in your store, but this category
            business!                          cacti and succulents are seen on many   has super-sized potential with every age
                                               HGTV shows in bathrooms, kitchens,   group if you’re willing to invest in it.
            Having  seen  some   terrific  retail

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