Talking Shop

During the 2011 OFA Short Course, Jennifer Hatalski, manager of Varsity Garden Center in Swoyersville, Pa., won the annual merchandising contest by crafting a colorful and practical display that had show-goers doing double-takes. This month, she shares some thoughts on how retailers can make color work effectively at their stores—mainly by showing customers how to make color work effectively at their homes.
 

Garden Center: Do you have a basic philosophy about color that you use at the garden center? If so, please elaborate.

Jennifer Hatalski: Groups of color can give a very large "wow!" factor. I don't always put merchandise by color, but there is definitely always room to use color blocking. The power of color can sell anything, even inventory that is not moving quickly out of your store.
 

GC: How much attention do you pay to color trends as you prepare for a new year?

JH: I pay attention to color trends but don't base my entire year around the color. I will make sure to have pots and specialty items that I can feature, but you have to be well-prepared for everything.
 

GC: How do you incorporate the use of color into your displays? We know you're a great merchandiser, because we've seen your work first-hand, but I'm wondering if you have a formula for using color, or if it's a "feel" thing.

JH: There is a simple formula for using color in displays and that is: use it throughout. You should have one color story and carry it with fluidity so it leads the consumers' eyes to each end of the display.
 

GC: Do you have a color strategy with regard to signage? If so, please elaborate on what you do.

JH: We sell thousands of hanging baskets, and we have three different price points. We use color-coded hang tags on each basket. It takes a bit of time, but we recycle those tags and reuse them. The only other strategy we use with signage is making sure it is attractive, easy to read and everywhere! 
 

GC: What's your favorite color, and does that factor into anything you do at the store?

JH: Red. I wouldn't say it's my favorite color personally, but there is something about a row of big red combination baskets that can catch anyone's eye from a mile away. I like to have a section of combination baskets that are mixed and then a large section with rows grouped of the same color. People notice the "wow!" factor and want to copy that look.
 

GC: Have you visited retail venues not in the hort market and been "wowed" with their use of color?

JH: There is a jewelry store called Charming Charlie. They sell jewelry, accessories and some clothing. You walk into the store and can be so overwhelmed by all the colors you see, as all the merchandise is grouped by color. It makes the shopping experience so much easier if you know exactly what you want, and even in that case you still walk around and end up buying things you didn't need.
 

GC: Again, thinking outside the hort box, are there companies or products that have drawn you to them because of their use of color? Please share what those are and why you think they work well.

JH: I'll give you an example of a store that uses lack of color well. White House Black Market is a women's clothing store that only sells black and white clothing. This works so well because their product is so focused. It's such a simple, narrowed market that the black and white works very well.