August 2019 - 42

MERCHANDISING
Merchandising and Display Tips &
Tricks for Your Garden Center
By Jasmine Glasheen
In the coming years, the combined population of the millennial and
Generation Z demographics - essentially people 40 and under -
will make up more than half of the United States. This is part four
of a series looking at the shopping traits of those generations and
how brick-and-mortar retailers can market to them and, more
importantly, create an in-store shopping experience that will keep
them coming back.
G
arden centers as well as other independent
retailers face a unique challenge that sets
them apart from typical department stores, big
boxes and large chains: With such a specific market
and depending on the time of year - business can be
tough to drum up - and that affects your bottom line.
In an age where online shopping continues to grow,
there are some steps you can take to reel in - and
retain - today's fickle consumers.
Display What Sells
When it comes to merchandising
your unique brand, you shouldn't
be afraid to brag a little. Jack
Rednour-Bruckman, CEO,
Bruckman Consulting Group,
LLC, says putting your best asset
forward is a surefire attentiongrabber
- especially when you're
pushing a unique product that not
everyone can offer.
" Feature your best-selling items prominently
and have ancillary and accessory items nearby, " he
suggests. In other words, put top-selling products
where they're surrounded by items that complement
them. When planning an event in your store, grouping
together items of the same theme makes it quick and
easy for shoppers to stock up on new plants, pots,
soil, tools and other related products. It's an easy way
to increase the numbers of items purchased - and
shoppers are more willing to spend when a space is
aesthetically pleasing.
42 | LAWN & GARDEN RETAILER | AUGUST 2019
Set Yourself Apart
Due to financial restraints in an
increasingly expensive world, many
consumers have to be fairly picky
with their purchases. For that reason,
you should consider offering services
that few others provide. But this
doesn't mean that you have to change
every aspect of how you do business! " A differentiating
factor could be something as simple as a unique return
policy or a generous loyalty program that rewards
spending, " says Larry Alton from RetailNext. " What's
the one thing [you're] doing that no one else is doing?
You don't have to be transforming the industry, but
there should be at least one differentiating factor. "
Stay One Step Ahead
The lawn and garden marketplace
can be tough to cash in on yearround
- especially when the
product you're pushing is seasonal.
The trick here is to always be
thinking ahead to the next big thing. Checking out
the competition is key. Not everyone can afford trend
forecasting software or has a crystal ball. If you fall
into this category, know that you're not alone.
Start by making note of what's popular now and note
what new concepts your competitors are beginning
to implement so you can easily identify the trends
that will be popular next year. Keeping your selection
fresh and unique will ensure that you stand out in an
increasingly tough market.
Stimulate Their Senses
People are visual beings by
nature, which is why many think a
picture on a website is enough of
an incentive to inspire customers
to put products in their virtual
cart. Still, many find the allure of
a brick-and-mortar store appealing, simply because
they can use their other senses to come to an
informed shopping decision.
A survey by Ripen eCommerce found that the
top reason people shop in stores is it allows them
to touch, feel, and even sample their potential
purchases. Most people wouldn't buy a scented
candle without smelling it first - and nothing sells a
plant better than the plant itself, when the customer
can see it, touch it and smell it. Encouraging
customers to make a sensory connection increases
the likelihood of making a sale.
Send Them to Your Website
You already know that that you
can catch customers' attention
with an eye-grabbing display. In
addition to having a store with
curb-appeal, it's important for
consumers to keep you in mind
long after they walk out the door. Providing plenty of
bright, colorful signage referencing your website will
help you gain traction in the virtual sphere.
Once you develop an online presence, your
products can begin to sell themselves from your
browsable online offerings that customers can
access 24/7. By 2021, e-commerce sales are expected
to make up over 17% of purchases worldwide, so
creating a good online experience for consumers is
always a worthy endeavor.
You face a lot of competition when it comes to
selling the products you offer in your store. One
way to strike gold is with niche items, and separate
yourself from the competition.
The good news? Success is possible - if you know
where to start.
August 2019

Table of Contents for the Digital Edition of August 2019
