Page 7 - Griffin Gazette Issue 3 - 2018

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

GRIFFIN GAZETTE 2018 | 7