Wisley Flower Show 2008

Below are some photos of the 'stand' which myself and my colleagues planned, designed and constructed. It will have staff manning it for the three days of the event, promoting the Wisley Plant Centre. Unfortunately due to the fact that we are part of the RHS, we are not eligible to win any awards, but I like to think it was award worthy. Nice job everyone who was involved!

L-R - Hilary (Deputy Supervisor, Indoor Sales Team),
Barbara (Manager of Wisley Plant Centre),
Nigel (Head of Wisley Plant Centre)

Freddie and I congratulating each other on our efforts!

There is to be some signage, point of sale and leaflets which we will be handing out to complete the scene.

Reinvention & Retail Reminders

It is apparent, and no one can argue that the ‘grow your own’ trend is peaking. With a decrease in bedding plants and a huge rise in the vegetable seedling market, it is evident that the public have started to identify the benefits of growing their own. Not only are there financial savings to be made, bought about by the increased prices in supermarkets fueled by increased oil prices, but the health benefits are significant.

People are transforming their outdoor space, regardless of the size, into productive areas, whether it is a large rotational vegetable patch in suburbia or just a few wine barrels growing leafy vegetables and herbs in the inner city courtyard. There is a huge market to buy into and in turn increase your profits by improving your own marketing opportunities.

The biggest issue to be aware of here, that this is in fact a trend, just like any other in that they come and go and often return in a different form. This trend however is one that can be sustained for many seasons to come (increasing your margins) so long as you are creative and offer new and exciting opportunities for the home grower. You have to try to be different to other retailers in the way that you market your fruit and vegetables, otherwise the customer will compare and start looking at prices.

The thing which bored me to death looking at numerous garden centres in the UK throughout the winter was seeing the same dull, unimaginative displaying of soft fruits bundled up in black bags and placed onto raised benches. Everyone had the same thing, and by the end I began to tune out and walk straight past these poor displays. You need to have something that will make people bite, and buy into your idea.

So how do you turn your ‘browsers’ into ‘buyers’? You need to create a display which will stop the customer in their tracks, provide ideas but also must be shopable, otherwise you are losing dollars off that area. Determine the common lines of traffic throughout your garden centre and identify your ‘hotspots’. Position your most seasonal items not at the front door but at the farthest end of the garden centre so that the customer is forced to experience everything you have to offer, take opportunity of this and utilise your impulse hot spots appropriately with bright floriferous stock.

I am sure you will agree that one of the easiest ways to increase your margins is simply by decreasing your losses. Beddings plants and vegetables in punnets are by far one of the most perishable items you will stock. Therefore stock management is essential to place appropriate replenishment orders, maintain quality control and ensure presentation is up to scratch.

What products will the customer require when growing their own fruit and veg? Not only does the customer need a punnet of climbing beans, they may need some marigolds as a companion (seeds or seedlings), slug/snail pellets, fertilisers, soil conditioners (manures and composts), mulch, grow bag, compost bin, worm farm, water crystals, watering can, irrigation system, water tank, moisture meter, pH test kit, containers/pots, climbing support, stakes, string/ties, water proof pen and labels, trowel and gloves just to name a few! Think about the customer’s needs, the most likely products to sell, and train your staff in their knowledge of those products. Having associated needs all in one area will prompt the customer to buy more than they intended to buy if it is in easy reach.

Which brings me to my final point; your staff are your greatest asset and are employed to do the things you, as a manager can not achieve – they’re the backbone, so play to their strengths and communicate with them. Keep communication lines open and find out what they think is selling, how it could be merchandised differently, and utilise these ideas!

Photos Above - The RHS Wisley Plant Centre 'Grown Your Own' Dept

Photo Above - The RHS Wisley Plant Centre 'Sow Your Own' Dept