Finding the groove

Photos courtesy of Dothan Nurseries

Three years ago, John David “JD” Boone decided to intertwine his passion for music with his garden center, and thus the Wallflower Record Room was born. Now, when customers pay a visit to Southern Alabama’s Dothan Nurseries, they’ll find something quite unexpected amongst the rows of houseplants and pottery. Check out how he’s creating good times through experiences, all in the pursuit of customer connection.

1. Boone curates the record collection at Dothan Nurseries, and customers have the option to purchase them. “I try not to get too obscure. Beatles, Zeppelin, Rolling Stones, AC/DC and definitely lots of ‘80's hair bands,” he says.

2. “Find something you are passionate about and make it part of your business,” Boone says. “It doesn't have to be a moneymaker. The records I sell don't make a ton of money. But they do create a connection with customers where my business doesn't just seem like a nameless, faceless, boring place.”

“I don't think any garden center has to add a record room to be relevant and cool. Being cool shouldn't be the goal anyway, but I do think you don't need to be scared to put part of yourself into your business,” Boone says.

3. By staging social media-ready vignettes around the garden center, customers can sit back, relax and soak in the greenery around them while sharing the experience across Instagram.

4. Dothan Nurseries is a big draw for families — especially the mini nursery playhouse designed just for kids. “Kids love it here. I have so many parents that show up to do playdates with their kids and other parents,” Boone says. He adds that customers usually pick up a few plants while in the store.

5. While the IGC can’t compete with big-box stores on price, there’s something more it can offer — an experience. In-house attractions like the record room, the butterfly house, the mini nursery and even a free hot beverage bar all provide an added value to their products, Boone says.