Botanical Splatter Merchandising

anthonycurnow.com
In the past month of my starting at the NGIV, I have been getting out on the road and visiting a range of retailers to see what is happening out there. Responses have been positive and it sounds as if the prolonged seasonal spring like weather which brought cooler temperatures and a bit of rain over December, has spurred positive sales forward into the New Year. At the essence of this good trading, is having the quality stock on hand to meet demand. Fantastic merchandising (making stock available for sale in an appealing fashion, as opposed to simply ‘displaying’) of this stock will no doubt have played a key factor in your sales figures and having been out and about, it is clear many of you are proactively tackling consumer demands.

Consumer interest in growing their own fruit and vegetables is being met by many of you. Kuranga Nursery is targeting a specific native bush food market linking live stock to products within their café. They are finding that they are gaining repeat custom through their marketing of traditional Bush Foods, firstly by sparking interest with edible products in the shop with people returning in the hope of growing their own Kunzea pomifera!

Botanical Creations on the other hand are targeting the newcomers (and the old) to gardening who are horrified with increasing prices in the supermarkets. They have created an edibles area with an emphasis on providing the customer ideas through inspirational living displays (such as herb and vegetable patches, which were also viewed at Bay Road and Gills of Beaumaris). Botanical Creations however appear to have taken this to the next level by not only including vegetable and herb seedlings, but cross merchandising this with many edible plants and related products to create a very effective new age department of the nursery. Not only will you find vegetable seedlings, but with this you will find potting mix, fertiliser, instant vege gardens, pick and eat herbs, containers and more.

As a retailer, it is safe to say that it is a common misperception amongst the public that natives can be ‘dull and boring’, but this is far from what I experienced at Kuranga Nursery. Their bold use of seasonal stock such as bright pink flowering grafted gums (Corymbia sp.), dusty pink Ptilotus intermingled with yellow wildflowers and orange Anigozanthos is a striking flowering colour combination which one might never normally think to use. But through effective merchandising with the use of inorganic props like large stones, old wooden wagon wheels and birdbaths, combined with its impulse location, this ‘botanical splatter’ creates a highly stimulating display that paints a desirable representation of what the impulse buying shoppers garden could look like.

Another common method of merchandising stock which is a technique used most commonly by supermarkets is that of mass numbers. Like the large quantities of single item stock on the ends of isles at supermarkets, a lot can be said about the similar use of single variety displays in garden centres – they tend to sell themselves through impact and impulse. Kuranga Nursery, producing much of their own stock have the market ability to display large numbers of seasonal (often flowery) stock in hot impulse locations around their nurseries creating a grab and go scenario for the consumer. Bay Road on the other hand is enticing consumers with large instant colour displays on the main street. This not only creates a show stopping display, but will no doubt trigger impulse purchases too. Be aware though of the cost involved in buying large numbers - understanding stock turns and discounting will aid in maximising your gross profit.

Room sets were also a fantastic way of selling an idea (and all associated components) to a customer. Bay road for example have a number of thematically schemed room sets which reflect various styles of outdoor living, bringing ideas to life. With their latest booming sector of the business, a landscape construction department, they now can actually guide the customer through all steps of the process from the in store idea to construction.

In passing through these businesses, I believe it is important to note that paying attention to fine detail is a must. Increased temperatures and potential dwindling footfall gives you good opportunity to do those ‘Summer Cleaning’ duties (cobwebs/painting benches/general housekeeping – and need I mention stay on top of weeds during their peak period) in preparation for the upcoming Autumn months. One method I’ve found and seen to be most successful in maintaining these standards is ‘the walk around’. By this I simply mean each morning walking around your plant centre and taking note of the detail (perhaps create a departmental checklist addressing housekeeping issues, faded/out of date P.O.S, quality control and OHS) – put yourself in the customers shoes.

So what have I learnt from the first few weeks? Firstly it’s an exciting time to be retailing in such a diverse industry! Secondly, assessing your hotspots within your garden centre and cross-merchandising your quality stock in an attractive manner may increase your overall margins. I encourage you to do as I do, and get out and visit some other retailers as a means of building ideas and positive industry relationships and developing your garden centre and the industry as a whole to the next level.