HOW TO TAKE A GOOD GARDEN CENTRE AND MAKE IT GREAT

10 Steps to build a great garden centre. (Notes from Karl Stenssons talk: LO EXPO 2011)

Consumer habits are changing. If people want a plant they can go to the hardware store, the supermarket, the big box retailer or the independent garden centre. So knowing why they would come to a garden centre is relevant. The 35 year old woman is your target consumer. Have you taken the time to ask one in your store what she is looking for? She shops for the experience, not necessarily for stuff, just look at Starbucks. A good garden centre will invite the consumer to explore with clever merchandising leading the way. Whats making consumers go to the next area in your garden centre. Do they even make it to the back of the nursery? REMEMBER: >Retail is Detail >The only constant is change >Abnormal is normal (Especially when it comes to the weather)

1) HAVE A GOOD PLAN AND BENCHMARK IT -budget > state your goals -business plan > describes how you will achieve goals -use focus groups -visit your competition (and other retailers) for ideas (R&D: Rip-off and Duplicate) -have someone mystery shop your store: (staff performance, displays, signage, hazards, cleanliness. A fresh pair of eyes will see things you dont.) -tell the staff you use mystery shoppers -network: Go to tradeshows, industry events Average margins are 44-48% but range from 40-52% Labor ranges from 14-28%, average is 19% Advertising 3% Profit 10% before tax but often less than 5%

2) SET STANDARDS OF EXCELLENCE -cleanliness, uniforms, live person of phone, cash out procedure -According to a 2011 consumer survey the following cause the greatest angst. Score out of 10 with 10 being the most annoying. -cant get a person on the phone 8.9 -rude sales person 8.7 -too many phone steps 8.5 -long wait on hold 8.2 -unhelpful solutions 8.2 -pushy salesperson 8.2 -no apology for unresolved problem 7.8 -cant find salesperson 7.5 -wait at counter or checkout 6.9 -Whatever your image, be consistent

3) HIRE COMPETENT STAFF AND TRAIN THEM -plant knowledge is not critical, but a good attitude is -you cant force people to smile, but you can give them basic product training -celebrate your good staff (place their pictures around the store so customers know them, brag about them) -ask your staff what they want. They may need something very simple that you havent thought of. At Sheridan the staff wanted NPK training. -be consistent with all the staff REMEMBER: Your staff are your brand! What message are they sending? TLG: Think Like a Guest. When you have guests to your home, you tidy before they come, put away unnecessary clutter, entertain them and generally present the best image. Does your garden centre present the best image? Is it an inviting, safe environment?

4) PROVIDE SERVICE WHICH IS MORE THAN THE CUSTOMER EXPECTS -match service to price -be guest obsessed -make things simple for your guests, When they get to the back of the nursery, is there a cart for them to take their purchase to the check out? -provide and sell solutions. Dont just tell them they need Suplhur to clear up the mildew on their roses. Take them to the Sulphur and put a box in their hands. -If you have an information centre, stock it with the basic solutions. -Consider a handout calendar (with your brand on every page) featuring garden tips, a when to guide, new plant pictures, a calendar of events for your shop. -Free potting service, when they buy a decorative container and/or plant at your store. Or even if they dont, very few people will be bold enough to bring both. -young families have children. Does your store make shopping with children easy? -baby seats in carts, a small treat for older ones -play area -kids section with fun plants for kids, little tools, seed packets for kids, garden toys, etc. all merchandised together.

5) DEVELOP YOUR BRAND AND STICK WITH IT -logo, colors, uniform: be consistent and stick with it -importance of roadside appeal: Whats stopping traffic in front of your store? -remove dead and tired plants, they send a message -have a good selection, but not an overwhelming one (have staff pick their 10-12 favourite Heucheras 3 purple, 2-3 silver, 2-3 amber, 2-3 yellow, 2-3 green and sell these instead of 60 varieties which no one could make their mind up on) -have simple professional signage: NAME of ITEM, 2-3 POINTS, PRICE -conduct surveys. Exit surveys I notice youre leaving empty handed, may I ask why? -Have quality products and unique products to distinguish your store from the competition. Did you know Heritage brand perennials are only available at the independent garden centre and not at mass merchants. -have a good and best product range. This shovel is good, but this one for $100.00 is guaranteed for life. Durability is a value. -Your brand is more than just a logo. Barton Grange in the UK is now famous for its hand-blown glass urinals shaped like flowers. Theyre not selling them, but people are talking about them.

6) MERCHANDISE TO SELL AND BE NOTICED -identify end-caps, hot spots and vistas to maximize displays -watch traffic flow in your store. Where do people stop. What direction do they turn. Location is critical for promotional displays. Were trying to sell stuff, remember. -make displays shopable, 2-3 related items and dont clutter -use displays to give ideas, color combinations in plants etc. -create WOW factor: does it make people take notice? -merchandising should not end in the store, continue it in the nursery -group items by price point. Shrubs for $20.00 or less / $15.00 or less / $10.00 or less. 7) HAVE A FOOL PROOF GUARANTEE -never hassle or upset a customer. Yes some can be trying, but they are your next reference. Does it cost more to replace a dead shrub you know THEY killed, or to lose your next customer because a frustrated customer told their friends about their bad experience? -with the prevalence of social media (Facebook, Twitter) its something to think about. -Have a clear guarantee posted at the check out, and in the nursery -Empower staff to deal with returns, customers are already frustrated, making them wait for the manager wont help -follow up with irate customers. Often an apology will bring them back to the store because their good faith has been restored. REMEMBER: Your staff probably kill more plants than your customers. 8) ENCOURAGE FEEDBACK -Solicit customer feedback. Some of their ideas may be gold. -Complaints help you correct mistakes. Although too many indicate a larger problem -Conduct employee surveys. 9) ADVERTISE AND BE WHAT YOU SAY YOU ARE -do your in store image and your delivery vehicles match your advertised image -HAVE the products you advertise -consider using staff members kids in advertising and in-store signage -keep up on trends (2012s trending color is purple) -Do you have a website? (61% of retail customers consult the web first) -Are you using Facebook, Twitter, QR codes, Foursquare? 10) SEARCH FOR AND EMBRACE CHANGE -attend tradeshows: EXPO, IGC, Giftshow -visit your competition, and other good retailers for ideas