Once the
holidays have passed, turning the calendar page is exciting for garden centers
– at least it should be! The anticipation of a new spring season fuels us with
renewed energy to plan for our stores. How we execute those plans will
determine whether we reach our goals down the road.
It’s natural to
feel a bit weary at the end of the year. Winter’s gray skies, cold weather and stormy
days can further dampen the soul. Spring is on the horizon, though, and January
is the perfect time to build an exciting in-store foundation for your
customers. Let’s consider the possibilities for early sales opportunities.
The New Norm
Have you
noticed how much earlier national retailers begin to promote sales for an
upcoming season? It seemed that kids were just heading back to school and the
race was on to sell Christmas and holiday this year. Truth is, it’s getting
earlier every year.
The internet
and especially Amazon have changed the way consumers buy. There’s no prep time,
no shift in operational manpower or waiting to complete the seasonal look to
launch a selling season. It’s instantaneous: a few taps on the keyboard and
they’re done. Consumers have noticed, too! They’ve adjusted their buying habits
to start shopping further in advance.
Are we keeping
up with earlier promotions? Setting the store a bit earlier each year? In many
instances, I’d say yes. Much can be gained between November 1 and Thanksgiving
Day, through excitement and anticipation of the next holiday season. While
weather dictates the selling season of plants and outdoor activity, the
calendar still rules the event timeline and what moves people to consider
buying. Thus the new norm is being “retail ready” well in advance of the
typical start of a selling season, especially spring.
What’s New?
Once upon a
time, mail-order seed catalogs and the Jackson Perkins rose circular were
readily available by January 1. Today, though, printed catalogs aren’t viable
or profitable for many companies. Even Amazon’s Alexa isn’t able to answer my
question when I ask what’s new in lawn and garden. Her reply is “I don’t know.”
Our industry is
the best at communicating and selling lawn and garden products, plants and
solutions. We continue to be the most reliable source for what’s best for our
customers. It keeps them coming back for more! You are far more valuable than
Alexa when it comes to garden knowledge. Your New Year’s resolutions might
include how to promote your store, your staff and your brand even better in
2019.
The Calendar of Events
Mark your
calendar with key delivery dates of plant material to your store. Orchids, kalanchoes,
African violets, succulents, small foliage and ferns, primrose, pansies, miniature
roses, all of these need a formal announcement to arriving customers to your
store. A simple easel and chalkboard can do the trick. Plan ahead and create “point
of decision” signage for new plant varieties and new products, and be sure to
educate your staff on these. Don’t forget to include your selling price! More
than half of sales failures are attributed to lack of a visible sale price.
Your newest
items often drive higher profit margins, so you’ll likely want to put
promotional focus there. When consumers see or hear about a product first in
your store, you stand a higher chance of capitalizing on this selling
opportunity over another store. Keep in mind dates like St. Patrick’s Day (March
17) and Easter (April 21), so you’re highlighting the newest arrivals in your
store well in advance of the first warm day of spring. Fair warning: It might
be earlier than the calendar suggests!
Here are some new
items from Griffin to consider:
