Page 13 - Griffin Gazette Issue 3 - 2019

By John Johnston, Retail Education Manager
“Run fast and catch me if you can” was a favorite game called tag that was played during
our childhoods. Who knew that it would be the beginning of a similar lifestyle for today’s
shopping, too! National retailers play this game with consumers every day. Our shopping
habits and the time spent to buy in brick & mortar stores is only an eye blink away from
success or failure. Here are some observations for all of us to think about when we stage retail
in the garden centers and nurseries.

Premium Shopping Space Easy to Read Pitching the Value
Signage of Products
Once a customer enters
your store, are they More retailers are using If you feel that shop worn
comfortable with the retail perimeter images on packaging has a place
environment? Here is where walls to “tag” consumer in your store, it won’t
that “tag” begins. It’s up visuals and gain store command an acceptable
to them to enter the game penetration footsteps retail price from the
of retail, to explore, and to quickly. Categories inside consumer. They are looking
make decisions on products and outside should include for either top quality or a
and plants easily without legible words. Choose bargain. There is no middle
excessive effort or time your fonts wisely as those ground unless you “tag” the
management. Cramped that are scripted tend to product out of the box or
aisles are a certain turn off be difficult for many to stage it as part of a selling
for consumers. Recessing understand. Colors impact package. The quick eye
displays away from the how we comprehend test from consumers can
entrance areas help those words, too! White spot dirt, dust, or faded
distribute traffic better letters on light colored price labeling. Sometimes a
and move patrons further backgrounds are not good wipe down and new
inside. Main aisles should recommended. The greater label can put a new selling
allow two-way traffic to feed the washout, the more the opportunity back in play.
deeply into the store. Visuals customer focus moves on Incorporate shop worn or
should permit eyesight to a lesser challenge. discontinued pottery into
into the perimeter walls your planting assortments
for maximum excitement. by using them in combos or
This means turning those seasonal creations.
perpendicular gondolas to
allow access and expose Plants Working Together
multiple end caps to the
main highway. In the Staging plants on your plant
nursery or greenhouse, tables or benches should be
narrowed paths and strategic to the consumer
cramped tables might eye. Retailing plant materials
work to hold more plant need to be grouped
materials, but it becomes together in layers or levels
a bumper car feel for the to excite and explore. In
consumer. The shopper most cases, it increases
becomes concerned about plant sale numbers to
their surroundings and include these additional
maneuverability and spends plants. Seasonality, color,
less time deciding on texture, and plant habit are
their purchases. part of the recipe card for
merchandising your plants.
Tag…you’re it! Let the
chase begin.

GRIFFIN GAZETTE 2019 | 13