A little something extra

A good retailer will meet the customer’s needs, but a great retailer will go beyond and give the customer information and products they didn’t even know they wanted. For visitors of the Oakland Nurseries location in the North Linden neighborhood of Columbus, Ohio, these added touches come in the form of a notice board packed with helpful identification information on several types of perennials. This information board helps patrons find the right plants for them with convenient and categorized pamphlets, simplifying their shopping experience. If Oakland Nurseries shoppers need a break from their plant search, they can relax with the peaceful and thriving koi pond in the retailer’s outdoor shopping area. The pond is connected to a waterfall-style fountain through a pipe that runs underneath a walkway. General Manager Shawn Schilling, who oversaw the installation of the koi pond and waterfall at the end of the 2015 shopping season, says the water feature was meant to draw customers to that area of the store. “We do pond installation in our Oakland irrigation department, so that helps tie in [other services],” Schilling says. These retail landmarks are examples of ways to turn a store into a destination that makes the trip worthwhile for customers. — Conner Howard