Perennial Lane at Cole's Print
Sunday, 01 April 2007 03:00
Cole's color themed displays - one in pinks and purples, the other in a blaze of yellows and oranges - are located on either side of 'Perennial Lane', the most attention-getting and highest traffic area of the garden center.2006 Perennials Marketing Contest Second Runner Up

Coles Florist & Garden Centre in Grimsby, Ontario was the second runner up in the 2006 Perennial Marketing contest sponsored by Plant Publicity Holland, Branch Smith Publications and the Perennial Plant Association.

Each year, this bustling garden centre carries more than a thousand varieties of perennials, organized alphabetically by botanical name.
A wonderfully user-friendly combination of artfully designed plants and everything one would want to know about them, makes purchase decisions a snap.
A close-up of the pink and purple display. Easily replicated plant combinations and great ideas for accessories show customers the endless possibilities for their own gardens.
Coles' notable perennial display was located at the crossroads, the highest traffic and attention getting location in the nursery. "The display was created by two color themed gardens, one on each side of the aisle, forming what we have come to call 'Perennial Lane'," explains owner Harry DeVries. "One garden is in shades of pinks and purples, the other in a blaze of yellows, the two color palettes most requested by our customers."

Focussing on perennials, with garden furniture, bird baths, statuary and other accessories interspersed throughout, the display combined all sorts of elements in order to give customers creative ideas, design suggestions and color combinations easily replicated in their home gardens. With, of course, every item being readily available in the garden centre. Grower signage, containing valuable information on things like shade and butterfly gardens was also displayed in order to impart wisdom at every turn.

"Our display is easily adaptable," said DeVries. "In order to showcase only the freshest material, we left all plants in their pots which we then disguised with mulch. Every morning, before we opened, the entire display was critically reviewed and flagging plants were easily replaced."

Customer feedback, with comments like "absolutely spectacular", "great, I don't have to make any decisions, I'll take this whole section" and "I love the amazing colors", were especially rewarding, explained DeVries.

Based on the success of the display — measured in terms of ringing cash registers — Coles plans to make the display area a permanent fixture in the garden center. In concert with their overall marketing plan, it will be changed regularly to fit the occasion or season.

Coles Florist & Garden Centre
147 Main Street E.
Grimsby, Ontario
L3M 1P2
 

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