Give me the green!

Plants are an important element of interior décor. Show how plants fit into the home to spur additional sales. Photos: Fides North America It’s one of the great ironies in our industry: When consumers are craving ‘green’ the most, many garden centers aren’t up to delivering the goods. The holidays are over; spring is hardly in sight. Gardeners would give anything to have something cheery and flowering to lift their spirits. Seems like an ideal time to visit the garden center, right? Not if your favorite retailer is content with just ‘getting by’ until the spring rush.

For some garden centers, sales of indoor plants and foliage don’t justify the effort of creating compelling merchandising and displays. But have you considered that maybe—just maybe—it’s a chicken/egg conundrum? Perhaps consumers don’t buy because we’re not inspiring them to do so?

A new leaf
Post-holiday malaise isn’t unique to the United States, according to Mark Schermer, general manager of Fides North America, a multinational breeding and propagation company. The difference is European garden centers and florists work to fill the void after the Christmas tree has been tossed on the curb.

To kick off the New Year, the industry’s flower council offers promotional tools for retailers, encouraging customers to refresh their households with fresh plants and flowers.

“Plants are definitely a big part of interior décor,” Schermer said. “In the Southern part of the United States, you’re able to spend time outdoors for a good part of the year. But in countries like Holland and the northern part of Europe, you have a true four-season climate. That means basically half a year for indoor living. It makes the public a lot more open to decorating with plants.”

With some prompting, this attitude could be espoused by residents in the Northern and Northeast United States.

“When garden centers here look at the numbers, it’s hard for them to invest in indoor plants,” Schermer said. “However, you can make a difference. Especially in areas where people are indoors longer. Show them: ‘these are the perfect spots to put plants’ or ‘here’s a beautiful combination displayed with candles.’ There is a big opportunity there.”

And, Schermer notes, if you don’t do anything to grab your share of the market, you can be sure that nothing is going to happen.

“We’ve heard people say, ‘I’m not sure that will work for my type of customers,’” he said. “Everyone can think of reasons why it won’t work, or why not to do it. The biggest achievements come from people who believe in something and just do it.

“There is a hidden demand and a big desire on the consumers’ end. It should be the goal and purpose of retail to target that kernel of desire and convert them.”

Bowood Farms in St. Louis has boosted interest in indoor plants with a unique grow-light system. Shed some light
Ellen Barredo with Bowood Farms in St. Louis said the store has stepped up its dedication to indoor plants. In fact, you could say they’re casting new light on this category.

“We’re starting to sell LED lighting for indoor plants, herbs and greens,” Barredo said. “We were tired of turning customers away [who were asking for supplemental lighting].”

The setup Bowood sells is from Sunshine Systems based in Wheeling, Ill.

“We sell herbs most of the year and seed year-round,” Barredo said. “The Glow Panel 45 can even be mounted under the kitchen cabinets. You can save energy and save space with these lights. I also have a small stick light for bonsai, orchids, etc.”

On the homepage of the store’s website, a call-out box boldly proclaims: “Not into outdoor gardening? Grow greens indoors!” Barredo said this marketing push has resonated with her clientele. The growing lights have received nonstop interest from customers dropping in the store.

“Interior plants are my favorite category and one we do well,” Barredo said. “It’s interesting!”

Selling points
Houseplants with a purpose

Florida-based Costa Farms is spreading word about the health benefits of plants through its “O₂ for you” campaign. You can share these important plant attributes with customers through signs and handouts.

Houseplants are natural air-filters of harmful toxins

• If you’re still smoking, have detergents, synthetic fibers or rubber products around your house, you need a peace lily, dracaena, gerbera daisy, ivy, chrysanthemum or Chinese evergreen to absorb the harmful benzene, an organic chemical compound and a known carcinogen, from the air.
• Just painted, had your carpet cleaned or have furniture made of particle board or plywood? Try a philodendron, spider plant, snake plant, bamboo palm or golden pothos to suck up the formaldehyde.
• Have dry cleaning hanging in your closet or just painted a room? Put a peace lily, mum or gerbera daisy in the room to filter the harmful trichloroethylene toxins.