Thrive Guide - 2021 - 30

MERCHANDISING
Kara Kading, Milaeger's,
Racine, Wisconsin
It was a scary time for everyone. Milaeger's is
known for having lots of events throughout the
spring season, and one of our biggest events - our
spring fashion show that 800 women normally
attend - had to be canceled. All of our greenhouse
workshops were canceled, along with our 60th
anniversary celebration, our fairy princess party, our
farm-to-table dinner, Tomatomania, and even our
fall fashion show.
We went to Facebook to communicate daily what
was happening at Milaeger's with live videos. Since
rules and mandates were changing daily, we found
that Facebook was the fastest way to keep our
customers updated.
We were able to stay open during the entire time, so
we did videos showing customers what was available
for purchase and created curbside pickup forms to
make it easy for those who were not comfortable
shopping in the store.
Our fashion show became a virtual event - and
even now, we've shifted to Fashion Fridays, where we
do mini shows and offer specific specials and gifts with
purchase for that weekend only. Customers were very
interactive and tuned into our live Facebook videos on
the daily - it really gave us the strength and support
to keep working hard to continually plan and ensure
safety and ease of shopping for our customers.
We didn't know how customers would feel in the
spring about shopping for their plants, so we added
online shopping for plants and garden products,
contactless delivery, and curbside pick-up. We
continued with videos to show customers that we
offered a safe shopping environment.
Since our greenhouse workshops were canceled,
we offered customers the opportunity to schedule
their time to come in the greenhouse and have
a smaller more intimate session (max. of 10
customers in the greenhouse at a time) to do their
project, or we would also plant their basket or
container for them and they could pick it up when
ready. That saved us from a lot of cancellations.
For Mother's Day, we offered a children's kit of
a container, soil, and plants so that they could
plant a pot for Mom - that was a big hit! And we
continued (and still do) to give our customers hope.
30 | LAWN & GARDEN RETAILER | THRIVING IN 2021
So many of our customers that came in the store
or emailed me thanked us for getting them through
one of the toughest times. Even if they weren't able
to physically come to Milaeger's, getting to see the
videos of the plants growing and the vibrant colors
and energy of spring at Milaeger's lifted their spirits
and kept them feeling optimistic for the future.

Thrive Guide - 2021

Table of Contents for the Digital Edition of Thrive Guide - 2021

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https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2024
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https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2024
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https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2024
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2023
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https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/thrive-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2023
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-july-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
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https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2019
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