Retail
November 2016 – In my last article (October 2016) we focused on building sales by removing confusion. In this article I want to focus on the playground strategy in your business.

Consumer research indicates that the main reason consumers are shopping at lifestyle retail outlets, such as garden centres, is that they come for an experience. The product can be purchased online.

One of the keys to building sales is to analyze how you build an experience.

In my DayMaker workshops, group members often disagree that one of the objectives should be happy customers. Part of any marketing plan should aim at making consumers happier – if you do, I guarantee the average sale will increase.

This, then, is the importance of the playground policy. This is a strategy to use space to entertain your customers rather than a space from which you sell product to them. That space can be used in many ways. I recently visited a Swiss garden centre that had converted part of the plant area in winter into an ice skating rink. The plant area was a busy location for teenagers in a garden centre in November … something that is rarely seen.

In my view, the playground strategy should focus on your target market and enhancing what you already do. Many garden centres, for example, have set space aside for garden classes.

Workshops that have intrigued customers and attracted large crowds of gardeners include:

Eat Your Weeds: Consumers are fascinated that many of the weeds in their garden can be used in a salad, soup or garnish to a meal. A workshop organized with a local chef who understands how to engage with the consumer and develop weed tastings in the garden centre will intrigue your customers. Plus, it is something that is difficult to learn from on the Internet, although it is possible.

Grow your Own Blueberry Pie: Following on from the previous theme, more and more consumers are looking to grow their own food. The challenge is how do you prepare it for a meal. The Nurseryland garden centre group in Canada has developed a marketing campaign on “Grow Your Own XXXX.” They have focused on the end product rather than the plant. This especially appeals to millennial consumers who always start with the end in mind.

A garden centre can take this to the next level and the plant manager and a local chef could join forces and do workshops on the growing and food preparation.

Flower Arranging with Vegetables: One of our local florists developed a workshop where they did floral arrangements using vegetables and fruit. This proved to be highly successful as a workshop. They ran the workshops at farmer’s markets, but I can see no reason why this could not have been done in a garden centre.

Secret Gardens: We all love discovering something that nobody else in our circle has discovered. I have one client who starts a workshop in the plant area of the garden centre and then takes the group to private gardens of some of the customers. The day finishes back at the garden centre and shows the plants in the retail area that were on show in the gardens. The garden owners are thrilled to show off their gardens and the visitors are thrilled to see gardens they would not normally see, while the garden centre builds plant sales and loyalty.

All are winners: Brainstorm what can be done with space as a playground to enrich the customer experience and loyalty will build as well as sales.

John Stanley is a retail business coach, consultant, speaker and author. His expertise is in customer focused layout, merchandising, marketing and branding, and customer-focused selling and service. Visit his website at www.johnstanley.com.au.



October 2016 – We are told the millennial is the new consumer and the more we understand that consumer the better our businesses will be. Building sales is not just about millennials, it is about your whole target consumer base and how you can build trust and their confidence while providing them with an experience.
October 2016 – In my hometown there is a “new boy in town” on the food retailing scene.
September 2016 – One of the industry’s leading retailing consultants will be especially busy at CGC’16.
August 2016 – Our fall season really begins in summer, extends through Thanksgiving and Halloween, and on into the Christmas season. It should be our second mini spring. Fall is loaded with opportunities if we do some creative thinking and careful strategic planning. Frankly, most of us do half the job when full throttle is needed. Setting the tone creates the sales.
June 29, 2016 – Two Canadian retailers are on the newly formed Proven Winners retail advisory board has been formed. This board will be comprised of nine independent garden centre retailers, representing a wide-range of business sizes, services and locations.
If there is one department in the garden centre that will change in the next few years, it must be the plant retail area. Today’s consumers say they want ideas and solutions when they visit a garden centre, but many retailers are still offering them lines of plants and confusing the buying decisions.
May 6, 2016, Warminster, PA – One of home gardening’s unsung heroes, the venerable eggplant, is gleaning a lot of attention for the 2016 season, with the introduction by W. Atlee Burpee Company of a new variety that is an excellent substitute for meat.
April 28, 2016 — In walking through greenhouses this spring, I continue to see how retailers are separating themselves from others by using unique planters, value-added plant ‘pokes,’ and innovative plant material.
November 2015 — One of the greatest challenges to our retail garden industry is its perceived seasonality and reliance on weather. We make too many assumptions based on this entrenched thinking. Many smart operators are taking the approach of opening only for high volume times and closing for slower seasons. Financially this makes a lot of sense, but in the long-term, are we losing market positioning and share?
November 2015 — The International Garden Centre Association Congress was held in early August when some of the top 200 global garden centre owners and managers gathered in Odense in Denmark to visit with some of the leading horticultural retailers in that country.
Aug. 13, 2015, Vancouver — Village Farms is seeing rising interest in its growing product range of specialty greenhouse vegetable products.
May 14, 2015, Milton, Ont. – Despite this past winter being one of the longest and coldest in most people’s memory, Landscape Ontario has some exciting plants that are sure to look hot in your garden this summer.
April 21, 2015, Exeter, Ont. – Exeter Produce has launched its new Salanova® Living Lettuce.
April 17, 2015 – Some 2,747 retail garden centre employees have taken advantage of the free Certified Retailer Training Program from Proven Winners so far this spring.

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