April 2020 - 48

POHMER ON
emotional good vibes they get from shopping these stores
and using their products!
One can buy a pair of running shoes or a pop-up tent
virtually anywhere ... in any manner of retail store or online
retailers/fulfillment centers ... and for almost any price you
want to pay. Yet, Gear West and REI have made a conscious
effort to carve out a brand identity that appeals to both the
dedicated users of their products as well as those customers
who want to be perceived as active participants/users of
these products.
Applying the Concept to Garden Centers
Increasingly, floriculture and horticulture products
are available in more retail spaces than ever before, and,
sometime in the near future, will be available for online
ordering and home delivery. What can your garden center
do to stand out in a crowded marketplace to develop the
kind of brand affinity that REI and Gear West have with
their customers?
Christopher P. Ramey of Affluent Insights summarized
this as: " Two transactions take place in a retail store: The
first is between the consumer's mind/feelings and the
store environment (including experience, product, etc.).
The question is, how easy and pleasurable it is to buy our
product? Any pain point can and will punish profitability by
killing the second monetary transaction. Customers take
home memories - and hopefully product. Any retailer
interested only in the latter is doomed. "
Only you can determine and create your future. Will your
path be fulfillment or experience? Your call...
Stan Pohmer is president of Pohmer Consulting Group in
Minnetonka, Minnnesota. He can be reached at spohmer@
pohmer-consulting.com or 612.605.8799.
Visit Us At The National Hardware Show
Las Vegas * May 5-7 * Booth #12014
Kinetic Wind Vane
Jeffersonian
Jeffersonian
the latest " MUST HAVE " item
coming to
our BEST SELLING Jeffersonian Series
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LEADING DECORATIVE WEATHER INSTRUMENT MANUFACTURER
www.conantcollections.com
Circle 130
48 | LAWN & GARDEN RETAILER | APRIL 2020
| 214 Eastern Ave, Annapolis, MD 21403 | 1-800-638-0428 | sales@conantcollections.com

http://www.conantcollections.com

April 2020

Table of Contents for the Digital Edition of April 2020

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https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2022
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https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
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