In this world, it's OK to make a scene

Everyone has a favorite place to shop—even those who don’t like to shop. Almost invariably, there’s something visually appealing, or maybe even unforgettable, that draws folks to a store and keeps them there long enough make a purchase or two dozen.

Few stores have unlimited resources to invest in marketing and merchandising strategies. But good stores find a way to attract customers, regardless of circumstance. Is there an area or artifact in your store people flock to? An antique truck, old wagon or rustic shed, for example? Have you gone the extra mile to make it a destination in your garden center?

The companies featured in the book “Retail Superstars: Inside the 25 best independent stores in America” all have a visual “big bang” at their epicenter, and play it up to its full advantage. Some examples (visit www.retailsuperstars.com)…

• Jungle Jim’s International Market, Fairfield, Ohio: A full-size rickshaw is situated in the Chinese foods section. Elsewhere, English foods are housed in Sherwood Forest, complete with a talking Robin Hood.
• Gump’s, San Francisco, Calif., Upon entering the store, customers are dazzled by a stunning display of jewels.
• Archie McPhee, Seattle: Customers are encouraged to snap pictures with an 8-foot-tall gladiator statue and Captain Archie cutout.
• ABC Carpet & Home, New York: The store’s eco-hub on the third floor exhibits the company’s sustainable products in a museum-like setting, with signage that includes description of the products and how eco-friendly and sustainable materials are used to construct them.

‘Prop’ Yourself Up
Almost every great merchandiser finds a way to use “props” to create a setting or depict a mood that will spur customers to purchase. In the George Little Management display handbook (www.glmshows.com/press/DisplayHandbook), the author suggests looking no further than a friend or relative’s storage area to find the perfect display “stars.”

Start with people who have an established reputation for bargain hunting and collecting and recruit them as your prop suppliers. Unusual items like wire baskets, old-fashioned fruit scales, funny hats, picture frames and artificial flowers often serve as great props. A quick dash of spray paint on some of the items may give new life to the once weathered products. 
 

Displays 101
Rick Holberg, president of Green Branding and Holberg Design, says there are certain merchandising musts, one of the most important of which is using the display to teach. Younger gardeners usually have little knowledge and need a lot of help at being successful in the garden. Make your displays informative and educational. Include how-to brochures and DIY tips signs.  Here are some other Holberg suggestions:

• Create displays of your own “container plant kits.” Put plants, soil, plant food and a how-to-grow brochure in a pot. Give them everything they need to be successful and package it in something easy to pick-up and carry through the checkout line. Show an example of the outcome.
• Position your displays where they’ll do the most good. What’s in your decompression zone (inside the door to the right)? Have you identified  sightlines so customers can see a new display from a distance and be drawn to it?  What are the hot spots? Find them and use them to your advantage.
• Reduce your SKUs (and raise your bottom line). You’ve heard this one before. How many ways do you need to kill a bug? Or repel a deer? Customers want you to do the reasearch and will expect you to suggest the best solution to their problem. They don’t need six solutions. Just the best one.