March 2024 - 18

MERCHANDISING
REVAMP YOUR RETAIL SERIES:
The second in a five-part series, this
article shares research findings that can
help garden retailers generate more sales
through store signage.
By Bridget K. Behe, Ph.D.
I
f labor were unlimited and free,
retailers wouldn't need signs;
customers could simply ask a
question and get an answer.
Signs are used in three basic ways:
identity, direction and information.
The identity signs are how individuals
know where the business is located
and, potentially, what the business is
or does. Even with a few feet of snow
on the ground, a driver could pass
Koetsier's Greenhouse sign and know
that the business is a garden center.
Wayfinding is the second
key way people use signs. One
successful example of wayfinding
is " the Winkelroute, " used by many
garden centers in Amsterdam. The
Winkelroute is the main avenue
through which the retailer wants to
direct customers to go in order to
see the entire store. At Schmitz, the
route was marked both on the floor
and with arrow-shaped signs. The
Winkelroute lays the store out more
as a journey than a grid.
Informational, or educational,
signs are typically the kinds of signs
The sign outside of Koetsier's
Greenhouse makes it clear it is a
garden center. All photos courtesy
of Bridget Behe.
18 | LAWN & GARDEN RETAILER | MARCH 2024

March 2024

Table of Contents for the Digital Edition of March 2024

Editor's Letter
Table of Contents
AmericanHort: Unearth Your Potential
Headlines/Calendar
Innovative Ideas: Expanding Your Product Mix: A Personal Narrative
Merchandising: Making Beautiful Simple
Merchandising: Revamp Your Retail Series: Signage
Special Advertising Section: Pots & Planters
Showcase: Outdoor Living
Green Goods: A Need for Natives
Showcase: Garden Pharmacy
Trade Shows: Strong Start for 2024
Management: How to Attract Employees with a Marketing Mindset
Showcase: Garden Center Tech
Marketplace
Ad Index
5 Minutes With: Derek Ellis
March 2024 - 1
March 2024 - 2
March 2024 - 3
March 2024 - Editor's Letter
March 2024 - 5
March 2024 - Table of Contents
March 2024 - 7
March 2024 - AmericanHort: Unearth Your Potential
March 2024 - 9
March 2024 - Headlines/Calendar
March 2024 - 11
March 2024 - Innovative Ideas: Expanding Your Product Mix: A Personal Narrative
March 2024 - 13
March 2024 - Merchandising: Making Beautiful Simple
March 2024 - 15
March 2024 - 16
March 2024 - 17
March 2024 - Merchandising: Revamp Your Retail Series: Signage
March 2024 - 19
March 2024 - 20
March 2024 - 21
March 2024 - Special Advertising Section: Pots & Planters
March 2024 - 23
March 2024 - 24
March 2024 - 25
March 2024 - Showcase: Outdoor Living
March 2024 - 27
March 2024 - Green Goods: A Need for Natives
March 2024 - 29
March 2024 - 30
March 2024 - 31
March 2024 - Showcase: Garden Pharmacy
March 2024 - 33
March 2024 - Trade Shows: Strong Start for 2024
March 2024 - 35
March 2024 - 36
March 2024 - 37
March 2024 - 38
March 2024 - 39
March 2024 - Management: How to Attract Employees with a Marketing Mindset
March 2024 - 41
March 2024 - 42
March 2024 - Showcase: Garden Center Tech
March 2024 - Marketplace
March 2024 - 45
March 2024 - 46
March 2024 - 47
March 2024 - 48
March 2024 - Ad Index
March 2024 - 5 Minutes With: Derek Ellis
March 2024 - 51
March 2024 - 52
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