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Featured Companies
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Beauty and the Buyer
| Ellen C. Wells
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>> Published Date: 4/25/2012
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 Beauty, they say, is in the eye of the beholder, and I believe it. For example, I visit homes of friends, see an interesting artistic piece or tchotchkes and I think, “Hmmm … interesting choice.” They may feel the same upon visiting my home, with its eclectic mix of modern furniture and reclaimed and restored antiques. I like my stuff. They like theirs. It’s what makes the world go ’round.
The trick is, as retailers, how do we know what “stuff” our customers will like, and like enough to buy, plant around their yards, or place in their homes? If that weren’t enough, once it’s for sale in your store, what’s going to compel them to buy it? The secret lies in merchandising.
Pay particular attention to Bill McCurry’s Profit Planet column this month. He tells the tale of a rock-star classical musician who, out of context, is just another guy playing the violin. Without the trappings of a concert hall and a tuxedo, a world-renowned artist is relegated to commoner. It really is in the merchandising.
Take a look at your products. It’s quality stuff, no doubt, that you have determined your customers are after. That’s an excellent start. Now, what’s it look like? Do you have it propped up on blocks and boards? If so, you might be in the market for some new benching and fixtures. We’ve pulled together a variety of models to show off both plants and accessories.
Displays that turn are the ones that shout, “We love these products, and you should, too!” Show your passion for the stuff you sell by merchandising with the “Three Rs” philosophy—reduce, reuse, recycle. And that includes repurposing—you know, using Goodwill or second-hand store finds to give your displays some flair. There’s a way to do it well, and we have some trade secrets for you.
With the way the digital world is connecting us all, merchandising isn’t just confined to the brick-and-mortar store. Your displays can spread like wildfire online thanks to Pinterest, a social media site that uses the power of pictures. And with about 80% or more of its users being women, Pinterest is definitely worth investigating. How can garden centers use it? Find out in “Stuck on You."
I want to give a tip of the cap to my buddies over on the other side of this magazine, GrowerTalks. This fine publication has been read by generations of growers for 75 years now, many years before garden retail as we know it came into being. And when garden centers started emerging, those folks were there to cover it. Managing editor Jennifer Zurko has compiled some retail gems from as early as the 1940s.
There’s much to get excited about in this issue. Take that 15-minute break, grab this issue, and pass it along to your coworker when you’re done. Your displays are going to look awesome!
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