May 2024 - 8

HEADLINES/CALENDAR
Boost Sales and Empower Your Team at Cultivate'24
By Celina Young, marketing communications specialist
No matter the size or location, running a garden center
requires constant innovation. Cultivate'24, taking place July
13-16 in Columbus, Ohio, gathers thousands of retailers and
green industry professionals to provide strategies and solutions
to address retailers' biggest challenges. Over 60 education
sessions, tours and workshops were specifically curated to help
educate and empower garden retailers. Plus, over 650 exhibitors
will pack the trade show floor, ready to equip you with the
plants, products and services you need to thrive.
Here, speakers leading retail education sessions at Cultivate'24
shared insights into some of the key educational themes at this
year's event and what they are most excited about.
Diversifying Your Revenue Streams
The post-pandemic landscape has seen yet more shifts in
consumer behavior. Cultivate offers insights on adapting to this
" new normal. " Learn how businesses of all sizes can leverage
e-commerce and tap into unique online marketplaces to expand
their reach. Panel discussions will delve into the intricacies of
online sales partnerships and reveal strategies for building a
network of vendors that extends beyond your current offerings.
Clint Albin, retail strategist at Homestead Gardens, will
emphasize the importance of a " programmatic approach " to
product assortment and planning. Cultivate empowers you
to explore this concept and discover new ways to generate
consistent year-round revenue.
Empowering Your Team
Today's workforce is not only looking for meaning in their
work but also opportunities to develop their skills and grow as
professionals in their field.
" Bringing your team to Cultivate really demonstrates that
you're willing to invest in them and that you care about
their development, " said Liz Lark-Riley, senior customer
relationship manager at Mahoney's Garden Center. " I think
events like this are a great retention tool. Showing your
employees this can be more than just a job. "
Lark-Riley's panel will demonstrate how you can leverage current
vendor relationships to create effective (and affordable) training
programs for your staff. " It's a win for them because the more of
their products that we can sell, the more we're going to buy from
them, and we're much more effective at selling. If our employees are
knowledgeable about the product, we can be much more effective
at selling, as well as provide better service for our customers. "
The Power of Content Creation
Today's marketing landscape demands a shift in focus.
Cultivate delves into the power of content creation as a key
driver of sales. Panel discussions will explore the use of shortform
video, content calendars and brand ambassadors to build
customer trust and foster brand loyalty, which, according to
Albin, will ultimately help drive sales for your business.
Staying on Top of Trends
Consumer trends are ever-changing. Get insights into the
plants, platforms and people you should be talking about.
Interested in experimenting with the growing artificial
intelligence (AI) trend? Several sessions explore how you can
use these tools as a relatively low-risk way to test out new
capabilities and service offerings for your business, as well as
how you can leverage this technology to save time and money
that can be used on other parts of your business.
Cultivate: More Than Education
Cultivate offers an opportunity to connect with industry
peers and forge lasting relationships. This exchange of ideas
and experiences fosters a sense of community and provides
inspiration for your own business journey.
" We are product-centric businesses, and with the breadth
of the vendor mix at Cultivate, there's no better place to find
the plants and products we're looking for, " Albin said. " It's s a
one-stop shop for discovering new ideas and strategies during
education, then turning around and immediately finding ways
to implement them into your business on the show floor. "
Invest in Your Success
An All-Access Education Pass at Cultivate'24 allows access
to all 160+ educational sessions. Register now at americanhort.
org/cultivate.
8 | LAWN & GARDEN RETAILER | MAY 2024
May 2024

Table of Contents for the Digital Edition of May 2024
