Merchandising Displays That Work Print
Tuesday, 01 April 2008 03:00
Through an attractive display of perennials, and a creative design which leads the customer to a whole new sales area, this merchandising display does double-duty.One of the best strategies for increasing perennial sales at retail garden centers is through the use of creative and innovative merchandising displays. Admittedly, they do take more effort than simply loading up sales benches with perennials organized in alphabetical order or according to their sun-shade requirements, but the benefits - increased sales - will be realized almost immediately.

Marissa Murdych, of Cudmore's Garden Centre has been creating effective perennial merchandising displays for over 17 years at the Oakville, Ontario-based retail garden centre. Her expertise and creativity made her a winner of the 2004 Perennial Marketing Contest, co-sponsored by Plant Publicity Holland (PPH) and the Perennial Plant Association (PPA). Some of her insights into the proper execution of a successful merchandising displays might prove useful.

The WOW factor

Before
After. In-bloom perennials transform an old farm trolly from ho-hum to spectacular.
Before
After. Boxes and shelving can be instantly converted to profitable merchandising displays. All it takes is a bit ot time and an artful eye.
An effective merchandising display is one that generates lots of impulse sales and as such, the focus should always be on the effective use of color. "Color provides the WOW factor that drives sales," says Marissa. Providing you have an arrangement with your suppliers for the ongoing delivery of fresh perennials, there should always be lots of material on hand from which to choose. At those times of the year, especially in early spring, when color is not yet plentiful, substitute with giftware or other accessories that are accumulated over time expressly for this purpose. Supplier-provided signage and POP materials are another good source of background color. "It's important to remember," says Marissa, "that you don't need to rely strictly on flowering plants; perennials with interesting leaf colors and textures can also be used to create outstanding displays."

Accessibility

A golden rule for the creation of effective displays is to ensure that all plants are easily accessible. "Assume there will be no staff on hand to grab those hard-to-reach plants," says Marissa. "Make sure your customer can reach every plant that's displayed. Customers always want the plant in the back - that's just the way it goes. And we all know that a frustrated customer represents a lost sale."

Simplicity

The construction of the display does not need to be complicated. "In fact," advises Marissa, "always keep it simple. Once you have some basic ideas and the materials are on hand, it should take two people no more than three or four hours to assemble a display.

Step one in the actual construction of the display is to get organized. Make sure the area is neat and tidy. Start by raking up all leaves and other debris. Determine the size of the display and the plants to be used. Have fresh plants on hand. Ensure that the "bones" as Marissa calls the structure itself, are appropriate to the size of the display and the size and types of plants to be displayed.

Get creative

Step two is the assembly of the structure. For obvious reasons, ensure it has a stable base. Wooden crates of various sizes and dimensions are ideal, as are retired benches or pieces of outdoor furniture. Antique and even yard sale items can make interesting display fixtures. Over time, Marissa has collected an eclectic assortment of props, including old wooden wheelbarrows, bicycles, doors, windows, and even an old barbecue. Her prize possession is an old-fashioned market garden weigh scale, which dates back to Cudmore's beginnings as a fruit and vegetable market. "It's a great conversation piece, and we always get offers to buy it," says Marissa. Occasionally, furniture and accessories that did not sell in previous years get a second chance to be useful when pressed into service as display props.

For Sale items do not need to be limited to plants. Arbors, trellises, statues and benches can all add interest to displays while still carrying a for sale sign and price sticker. Be sure, however, that if you plan to sell items such as benches from your display, that they are not damaged by heavy plants or wet soil, etc. which will detract from their salability.

The props in a display can provide inspiration for catchy slogans. The aforementioned barbecue, for instance, was a real hit with customers when it was loaded with plants and a "what's cooking in your garden" sign.

Massing

The most effective displays are those with well-massed plants. "Unless it's a larger plant, one of a kind doesn't work well," counsels Marissa. "We always showcase a minimum of three or more larger pot sizes and at least five or more smaller pot sizes. "The assortment of plants and the number per variety really depends on the size of the display."

Maintenance

Your displays can be used to sell furniture and accessories as well as plants. Be sure not to place pots on furniture which could cause damage.Nothing will detract from a display as quickly as some poor quality plants; ongoing maintenance and watering must always be a priority. Cudmore's policy states that whoever creates the display is also responsible for its maintenance, as that person is most familiar with its structure and design intent. It is the responsibility of all staff, however, to immediately remove any unsightly or wilted plants.

The real key to effective merchandising displays is creativity and it is management's responsibility to encourage their staff to be imaginative. "Trial and error is a must," emphasizes Marissa. "Give staff a chance and some time to develop their creativity. Ask other people what they think and be open to their suggestions."

Using displays as a sales strategy is part of the company's culture and now forms an integral part of their reputation. To be effective, Cudmore's believes that they must be prepared to change their displays every two weeks, although in the very busy spring season, this can be stretched to once every three weeks. "Our customers know we're always going to have something unique and different for them to look at every few weeks. They take home our ideas and use them in their own gardens. We can't use one or two displays for the entire year and we can't use displays only some of the time. Selling perennials through displays is effective, but it requires an ongoing commitment."

The opportunity to be creative can be particularly rewarding when it results in increased perennial sales. Marissa's creativity was especially rewarded when her winning entry to the Perennial Marketing Contest resulted in a trip for herself and her husband to The Netherlands last summer. "It was a wonderful experience to be able to visit this plant lover's paradise."


 

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