The 'WOW Factor'

Green Oak Garden Center

The inviting arbor and banner reading, "Step into a Perpetual World of Color with Perennials" mark the entrance to the perennial display.
A spectacular fountain surrounded by mature perennials, could only make customers want to replicate the scene in their own gardens.
Wow, seasonal gourds and pumpkins, perfectly color-matched to the blooming perennials.
One of the 'WOW" themed signs, gently urging customers to buy.

Green Oak Garden Center in Jackson, Mississippi took the term 'WOW factor' off in an entirely new direction with their Top Ten Winning entry in the 2006 Perennials Marketing Contest.

"Traditionally, planting of perennials has been a spring/summer event in our area," explained garden center manager, Cindy Hatten Smith. "Planting perennials in fall is an entirely new merchandising opportunity for us. And, as with anything new, we have to begin by educating the home gardener about the benefits of fall planting. In a nutshell, the benefits are bigger, better established plants next year. We call this the 'WOW factor'."

Green Oak's perennial display was located just outside the main entry into the nursery area. Guided by a banner inviting customers into 'The Colorful World of Perennials', the first thing to catch their eye was a lovely arbor surrounded by perennial vines, statuary, garden decor and container gardens showcasing the vibrant color and rich texture of perennials in full bloom.

Drawn through the arbor by the sight and sounds of a burbling fountain, shoppers were treated to massed displays of potted perennials, arranged as they might be in a garden setting. On either side of the displays were isles filled with ready-to-purchase perennials and companion plants.

"Signage, our silent sales-people, is always invaluable," continued Cindy. "One type of sign extolled the benefits of various plants, such as: hummingbird magnet, scented foliage, or stays in winter."

A second type of signage, placed in pots of mature perennials, gently, but urgently motivated customers to 'Buy Now'. These signs repeated one of two simple messages: "Plant perennials Now for 'WOW' in '07", and "The 'WOW' get it in '07 by planting perennials Now".