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
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.
Very interesting. You're really across the issues! I think, 'just perhaps', that doing this instead of teaching was the right move ;-)
ReplyDeleteKeep writing!
Kath