8/27/2014
Retail Ready: The Perennial Question
Judy Sharpton
I’ve recently had several hands-on chances to explore the opportunities and challenges surrounding one of our major product categories: perennial plants. This exploding category is one of the great economic engines for garden centers. Not only do the plants represent a long-term investment for the time-starved gardener, they also offer our industry’s most viable “season extender” since many perennials come into their showiest flower during the summer and fall selling season. With electronic communication as part of our promotional kit, garden centers can communicate the splendor of summer and fall perennials in real time, enticing customers into the store with both aesthetics and urgency.
The good news for 2014: perennial sales are up. Even more good news: half of the interviewees in a 2014 research study reported the aesthetic appeal of perennials to be at least as important as the perennial appeal.
But here’s where the challenges begin. Since the 1901 introduction of Shasta Daisy, our industry has seen such an explosion of perennial varieties that we’ve run head long into the issue described by psychologist Barry Swartz in his book “The Paradox of Choice.” Simply stated, the “paradox of choice” says too many choices can be paralyzing and can even result in depression. So, how many heuchera do we need to induce depression in our customers?
Research and anecdotal reports from garden centers confirm the customer is increasingly overwhelmed and confused. Research from 2014 reports 50% of independent garden center customers and 64% of 18 to 34 year olds report feeling overwhelmed and confused by the variety of plant material on offer. That figure is up from 34% in 2010.
If customers are confused about the variety of plant material available (and perennials are among the most confusing of all categories), what helps customers make a buying decision? The research is clear: 93% of respondents say staff recommendations and 80% say point-of-purchase and signage.
So, what to do? That’s where my hands-on encounters with garden center staff both during the “May I Help?” project and at speaking events reveal options.
• Reduce varieties to manage inventory and consumer expectations.
• Provide options within an A to Z organization.
1—Organization by use. The best choices from the A to Z organization can be double inventoried in categories like butterfly attractors or deer-resistant departments. This cuts down on consumer confusion and provides staff a clear opportunity to recommend instead of just locate.
2—Organization by color. One strategy that can be easily implemented is to designate endcaps in the perennial department as color-blocked spaces. The only decision for staff is which yellow (or red or purple) perennial looks good enough to occupy the endcap position.
3—New Gardener Options. Three “starter” gardens consisting of no more than six varieties of easy-to-grow perennials: a pastel collection and a hot color collection both for sun and shade. The garden center can then install these consumer-sized collections as display gardens, feature them in electronic communications and build in-store events around them. The store can offer “upgrades” to these collections: a perennial hibiscus to anchor a larger planting area or clematis for a vertical option.
4—Sun and Shade Organization. Consumers plant perennials and shrubs together: hosta and hydrangea, butterfly bush and echinacea. Creating a sun and shade organization that groups perennials and shrubs is guaranteed to sell more of both. Once again, staff directing and recommending as opposed to walking and hunting.
GP
Judy Sharpton, LEED Green Associate and member of ARCSA, is a garden center design and renovation specialist with 35 years experience in advertising and promotion, and is the owner of Growing Places Marketing.