January 2022 - 33

MERCHANDISING
What do you plan to do in 2022
that's different from 2021?
Jessie Jacobson, President and
Owner: 2021 is the year of the supply
chain challenge. We plan to just roll
with it as we move into 2022. Take
product as it is available. Stock up on
items we know we will have 100% sell
through. Pay early to take advantage
of discounts. Continue to build and
strengthen relationships with our
solid vendors. Buy what's available
now from smaller vendors. Continue to
source product from local vendors and
work with our current local vendors
to develop new product releases and
assortments. Continue to search out
antique and vintage items. Take it
on the road - connect with " local "
vendors that might not be local to us.
Order large batches and jump in the
truck planning garden and plant shop
stops along the way, plus antiquing for
found items and objects. What could
be more fun?!
What's your favorite
merchandising technique?
Jacobson: All-time favorite
technique is 80% cleaning, 20% talent.
Always have a bucket with warm water
and Simple Green, microfiber rags,
Swiffer duster, and a shop vac.
I have never been formally trained
in merchandising, but these are
some of the terms we use in store to
merchandise:
Crate and Barrel - Line it up, like
things together, easy to see, select and
shop quickly.
Color stories - Always have neutral,
seasonal and trend color stories.
Pretty always sells. Period. Amen.
If you don't have it, you can't sell it.
It's not fun to shop if your shelves are
empty and void of fresh, new product.
Just because you can, doesn't mean
you should. Step away from those
croaking frog door stops.
Grab and go - Feature seasonal
items in a predictable place so
customers can grab and go. Seasonal
containers, giftable arrangements,
hostess gifts, teacher gifts, etc.
Everyday items with seasonal
touches. Make sure to have a balance
or items that can be used and enjoyed
all year long. Seasonal items tell the
story of the season without being
too themed or specific. Think JackO-Lantern
planters (just don't do it),
turkeys (maybe a few), Santas (only
handsome ones, and never stuffed).
You can tell a seasonal story without
being so specific or just like the
store down the street. Not everyone
recognizes or celebrates the same
holidays, but everyone wants to have a
beautiful home.
Decorate for the season, not just the
day. Case in point for above.
Merchandising, product assortment
and displays must support our
mission: to enrich lives by creating
plant inspired experiences as we
connect everyone to beautiful spaces.
Do you tie certain categories
in with in-store events or sales?
How?
Jacobson: We make sure to have
product to sell that supports in-store
events. Events are planned to support
the sales of our mix of merchandise.
Events have to serve one or all of three
purposes: 1) Drive sales, 2) Educate
customers about the products we sell,
and 3) Build community.
Tips for merchandising green
goods?
Jacobson: Most of your green goods
inventory can be lined up on benches
as long as it's clean, spaced and easy
to shop. Dedicate about 10-20% (I
just made up that statistic) of your
space to mixing fresh product with
hardgoods or containers. Place plants
in decorative containers lined with a
plastic saucer so the container stays
clean. Make sure your watering or
merchandising team takes plants out
of containers to water and care for
them, replacing them in displays after
they have time to drain. Use a tray,
crate or large saucer to gather and
present the plants you are presenting
in bulk for the grab and go customer.
Don't use plastic flats in cross
merchandising.
Where do you get inspiration
for displays?
Jacobson: Instagram, fancy hotels,
Tonkadale Greenhouse
Photos courtesy of Tonkadale Greenhouse
travel, plant shops. I look for the
bones, not necessarily the product.
Fixtures, architecture, flooring, tables,
hutches, wall coverings, etc. Big,
beautiful and timeless display pieces.
Walls, lighting and fixtures will sell
more product than pop-up displays,
vendor displays and hardware store
shelving.
LGRMAG.COM | 33
http://www.LGRMAG.COM
January 2022

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