Thinking back, all of us can
recall grade-school “Show & Tell” classroom assignments, which provided the
opportunity to bring in a special item or share a personal experience with our
classmates. Topics may have included summer vacation destinations or visits to
landmarks across our great country.
Show & Tell was an
exercise in showing effort, pride and preparation. It told the teacher a lot
about who we were and what excited us. Let’s fast forward to today and your
retail planning efforts: Are you excited about your store layout and building
your displays to sell better? What story or products will you show and tell
your customers this spring?
A Telling Sign
Change is a key benchmark for
growing sales opportunities among national retailers. The lawn and garden
industry is historically built on change. New plant genetics, new products, new
colors and styles, new technology, new chemistry, new packaging, new
conveniences, new opportunities, and so on. Every successful retailer knows that,
in order to sell and prosper, they need to promote and, in some cases, lead by implementing
change and communicating it successfully to customers. Old dogs learning new
tricks are a must in retail. Change is constant. What’s happening in your store
to show and tell the power of change?
A New Twist to an Old Favorite
Indoor houseplants has, sadly,
been a forgotten category by many garden centers since the supermarkets found
an audience and the foot traffic needed to drive impulse sales. These plant
tables are staged at the appropriate time, but are often very limited in range
with little or no replenishment.
Fortunately for garden
centers, the path to differentiation is clear: We have an entire world of indoor
plants to choose from — succulents, cacti, orchids, African violets, bonsai and
even miniature foliage have emerged from a long sales slumber to show increased
activity in many stores.
Success depends equally on
what’s in your product offer and how you present it. Bigger isn’t necessarily
better! The surge in recent years of miniature plants and fairy gardening has
spawned some additional avenues for sales traffic. Terrariums, dish gardens,
glassware, air plants, decorative mosses and decorative covers have all
benefitted from the wholesale grower’s smaller-sized offerings.
A New Kind of Party
Remember when Tupperware
parties were popular? Today, a new corporate venture called PlantNite (www.plantnite.com) brings a unique plant-party atmosphere to
consumers, with build-your-own terrarium events at local taverns, bistros and
bars. Local events can be found and tickets purchased online. PlantNite events
provide instructional tips and all the materials needed for the do-it-yourself
attendee, at a healthy cost to participate.
Whoever thought to combine plants
with consumers’ favorite “beverage of choice” goes to the head of the class!
These parties build awareness within the community and create a fun, relaxed
experience that sells more product! Think of the possibilities for your store.
A New Discovery
For retailers and consumers
alike, the doldrums of winter are immediately warmed by the first colors of
spring. For those who can’t wait to turn the calendar page, try featuring a single
plant species in a mass display setting complete with complementary pot choices,
recommended potting soils, watering options and plant-specific foods. Arrange
plants in blocks of color at various heights on the table or bench for increasing
shelf appeal and to entice customers from a distance.
The most popular impulse
plants for pre-spring are orchids, and timing is also good for promoting sales
for upcoming Easter and Mother’s Day. All that’s missing is your signage
telling the story behind what’s shown on the table. What’s new? What’s unique?
Is there a local orchid society located nearby? If you have a team member who’s
passionate about these specific plants (or the resident expert), empower them to
Show & Tell their story!
A-List Retailing
By showing your customers
colorful vertical displays, identifying new and unique plant varieties,
suggesting additional products at the point of decision AND communicating your professional
plant care tips, it won’t take long for the word to spread. Customers will see
your efforts and reward you with more of their business. Change is good for
retailing, whatever you’re selling!
