September/October 2023 - 4

EDITOR'S LETTER
It's All About Customer
Engagement
I've just returned from
the Garden Center Show in
Milwaukee, Wisconsin. The
event included a garden retail
tour, educational sessions and
thought-provoking keynote
sessions. As the exclusive
media sponsor, Lawn & Garden
Retailer hosted a Networking
Lounge on the show floor - if you stopped by to say hi,
thanks! And mark your calendar for the 2024 show, which
is scheduled for Aug. 6-8 in Chicago.
We also presented our Innovator of the Year awards
to the winning garden centers at the Networking
Reception on Wednesday night. These awards (which
were announced in our August issue and at lgrmag.com/
article/innovators) are the result of many months of
planning and sorting through entries to identify the 10
most innovative IGCs in the U.S.
Speaking of shows, the AmericanHort team once again
organized a winner with Cultivate'23. I hopped on the
bus this year for the Garden Retail Traveling Workshop
on Saturday, which promised to " turn your IGC into your
customers' third place - their home away from home. "
With stops as varied as an outdoor shopping complex,
two-story vintage retailer, biophilic design company and
plant stall in a trolley-building-turned-market, the tour
showed how retailers of varying styles and sizes engage
with their local communities by creating gathering
spaces. Turn to page 18 for photos and more details
about the stops.
In the same vein, Cassie Flynn, former marketing
director at Ashcombe Farm and Greenhouses and
now owner of Harken Consulting, explains in " How
to Engage With New and Returning Customers " how
meaningful engagement can help every customer
interaction become an opportunity to create connections
beyond transactions. " Customers are not merely dollar
signs, but humans seeking meaningful connections.
By treating them as individuals and showing genuine
care, you can establish relationships built on trust and
understanding, " she writes. Flip to page 14 for more.
Is your garden center a " third place " - or do you
want it to be? Tell me about it at tmcpherson@
greatamericanpublish.com.
CONTRIBUTING EDITOR
EDITORIAL DIRECTOR
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Matt McCallum, 616.520.2133
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EDITORIAL ADVISORY BOARD
JD Boone
Melissa Frank
Jessie Jacobson
Jennifer Moss
Tiger Palafox
Stan Pohmer
Danny Summers
Dothan Nurseries
Weston Nurseries
Tonkadale Greenhouse
Moss Greenhouses
Mission Hills Nursery
Pohmer Consulting Group
The Garden Center Group
The opinions and views expressed by authors, contributors and advertisers in Lawn &
Garden Retailer do not necessarily reflect those of the editors and publisher. Appearance
in Lawn & Garden Retailer does not constitute endorsement by Great American Media
Services or Lawn & Garden Retailer of the advertiser, its products, or services. Great
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Winner of 2010, 2012, 2014, 2017 and 2018 EDDIE awards for Best Full Issue
Teresa McPherson, MANAGING EDITOR
616.520.2163 | tmcpherson@greatamericanpublish.com
@lgrmag
Jolan Godfrey, 616.520.2148
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EDITORIAL
MANAGING EDITOR
Teresa McPherson, 616.520.2163
tmcpherson@greatamericanpublish.com
Carly McFadden, 616.520.2164
cmcfadden@greatamericanpublish.com
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4 | LAWN & GARDEN RETAILER | SEPTEMBER/OCTOBER 2023

http://www.lgrmag.com/

September/October 2023

Table of Contents for the Digital Edition of September/October 2023