This 'n' Data

The road best traveled
There were all manner of useful nuggets mined at the Garden Centers of America Summer Tour in Florida in late June. Here are three you can redeem immediately:

The garden center manager will see you now—One of the better benefits of this GCA event occurs when the tourists are “en route.” As the busses connect dots on the map, there’s generally banter going on among the riders that focuses on things they’ve seen or done that paid dividends. To that end, tour guide and industry consultant Sid Raisch of Horticultural Advantage told passengers on his bus that he encourages garden center clients to set up regular appointments with regular customers. The result: garden center staff gets to know the shoppers on a personal level, and the consumer gets to see the human side of the company. A bond can form that won’t be easily broken.

To air is human—Almost every garden center owner wrestles with marketing issues. Those who conduct business in smaller areas probably will have better luck with radio advertising than their “big city” brethren and sistren. That was the consensus among touring retailers who’ve asked people to tune in. The reasons are based in common sense: Small town dwellers have fewer media options, including radio stations to which to listen, so they’re more likely to pick a favorite or two. Plus, they generally go at a slightly slower pace and will take the time to tune in to a gardening program they like. Retailers who host their own programs can create a sort of “celebrity status” for the store—and for themselves.

Give us a ring—Several retailers noted that this year, in particular, a growing number of younger customers have made their way into the store. These people aren’t interested in shopping “Mom’s” garden center. In fact, they probably want a garden more than they want to garden, but they grew up shopping, and garden centers that offer something different seem to hold appeal. For example: County Line Garden Center in Harleysville, Pa., introduced a jewelry department that proved vastly popular with this group. “We knew that if we wanted to keep them coming back we had to speak their language,” said Sara Mundie. “The jewelry was a big hit with our younger customers. Plus jewelry has a great price point.”
 
 

Red one!
Rockledge Gardens has emerged as a destination garden center in Rockledge, Fla., for a number of reasons, not the least of which is its knack for “bugging” customers.
 
Indeed, as shoppers walk through the entrance the first thing they’re likely to notice is the Volkswagen Beetle convertible parked a few feet inside the grounds.

“That’s my baby,” said Theresa Riley, who owns and runs the garden center with husband Kevin. “I still take it on errands. The windows don’t work, and the convertible part of it is stuck in permanent ‘open’ position, but it’s been such a part of our garden center that everyone who comes to the store knows it.”

(Here’s where we insert the “hint hint” part for those looking to brand their own stores.)