March 2024 - 12

INNOVATIVE IDEAS
EXPANDING
YOUR PRODUCT MIX:
A Personal Narrative
Consider this new vendor pop quiz before
introducing a product into your garden
center - where every square foot counts.
By Kate Terrell
A
s I write this, I am home for two days in between the
Dallas Gift Market and Tropical Plant International
Expo (TPIE). Both are great places to visit existing
vendors, place orders, find new products and plan/dream
for the coming spring and beyond.
No matter how big your store is, every square foot
counts. As an independent retailer, there is an obligation
to keep the mix interesting for customers. So how do you
decide to take the plunge into a new product or line, or
even a new category?
A good start is to add things that make sense with your
core product mix. If you are mostly annuals, add pottery,
plant stakes and fertilizers. Do well with houseplants? Add
indoor pottery, cool plant hangers, care products, plant
stands and maybe some fun home décor items that would
mix in with a homeowner's plant collection. Nursery and
landscapers could consider patio furniture, outdoor lighting
or patio accents like outdoor rugs, pillows and pottery.
When I want to add anything to our product mix, I begin
with a new vendor pop quiz:
What are the basic mechanics? Ship time, terms,
reliability, quality, reputation, etc. - I ask all this up front
so I know if it's worth my time to look further. Make sure
they can answer definitively and work with you. Do a little
research online or with other retailers for reviews and
comments about the product.
Does it fit our store? Every store has a vibe/culture/feel
to it. Does the new category fit into your current feel, or
will it stick out as being an odd addition?
Is it priced right? Customers associate your store with
a certain price value or expectation. If a new product
line is much more expensive or very, very inexpensive
(cheap), it may " rub off " on your standard product mix.
Can you get the margin out of it that you want without
turning off customers?
Is it unique? Why? As we continue to compete with box
stores and Amazon, unique products are a secret weapon
to keep people returning. It's nice to have a few things
12 | LAWN & GARDEN RETAILER | MARCH 2024
customers can only get from you. We are finding a lot of
success with some private label products for this reason.
Does it solve a problem or elicit a reaction? A simple
yes or no question.
How much space does it need - and for how long?
We all wish for bigger stores, more shelves and more
display space; a new product line takes up space. What
will you decrease or eliminate to make way for the shiny
new line? Or does the new product fill in a gap during an
off time of year?
What's in it for me? We often forget that we have the
power to negotiate. What is the vendor willing to give
for your space? A free displayer or free freight? Extended
terms so you can sell it before you have to pay for it? Free
samples so your salespeople can try it out? Don't forget
to ask for advertising co-op dollars and videos/graphics
for social media. I always try to get them to commit to
ZIP code exclusivity, so I can keep the product unique to
me. Remember your floor space comes at a premium,
and vendors should be willing to fight for it - or at least
partner with you for success.
When all the questions are asked and answered, the last
thing to rely on is your gut instinct. Successful retailers
and buyers have years of experience in going to market,
working their sales floor and talking with their customers.
There are some products that come along that you
instantly know will be a slam dunk.
Treasure hunting and finding that new game-changer is
one of the best parts of garden retail. Develop your own pop
quiz, trust your gut, and make it fun. Happy hunting!
Kate Terrell is owner and president at
Wallace's Garden Center in Bettendorf,
Iowa, a 2023 recipient of the Lawn &
Garden Retailer Innovator Awards. Learn
more at lgrmag.com/article/wallacesgarden-center.
http://www.lgrmag.com/article/wallaces
March 2024

Table of Contents for the Digital Edition of March 2024
