Innovator of the Year - Technology

The Green Arrow Nursery development team: (front row) Vanessa Montenegro,
Veronica Castrellon, Cyndi Gordon; (back row) Hector Martinez, Mark
Anthony DeSiderio, Pete Bergquist, Brian Mendoza

Retailers big and small are trying to figure out how best to reach customers in this digital age. Is social media worth the effort? Should you forego a print newsletter and go e-mail only? Does anyone care about online video?

The folks at Green Arrow Nursery in North Hills, Calif., won’t say they have the answers to all these questions. But they’ll tell you experimentation and the willingness to take risks is the only way to find out. This maverick spirit is what earned general manager Pete Bergquist and his creative development team one of Garden Center magazine’s coveted Innovator Awards.

Techno genesis. Bergquist has made a habit of pushing technological frontiers. He drastically scaled back print promotions and launched an e-zine back in 2004—when such a move was still considered cutting edge. Green Arrow’s Interactive Garden Gazette continues to please crowds. It’s got a quirky appeal. The uninitiated might consider it an assault on the senses. Dozens of photo galleries and promos vie for attention. But there’s method behind the madness, according to Bergquist.

“Some people only have time for the first page,” he admits. “But some have time to drill down. So I’ve got the best of both worlds. All I can say is it works for me!”

The e-newsletter is just the tip of the technological iceberg at Green Arrow. Many of the store’s digital initiatives can be credited to Green Arrow’s creative development team—a group of energetic employees who test boundaries and have a lot of fun in the process.

“I kind of look at myself as the head coach on a team, walking the sidelines,” Bergquist said. “Hopefully [my employees] are coming off the field, feeding me information. I’ve got to listen to the players—listen to the information they’re feeding me—and see if we can use it.”

Creating a team. One of the key sources generating this feedback is Brian Mendoza, director of the creative development team. Mendoza joined Green Arrow Nursery after working for the Disney empire in several different roles. During his tenure with “The Mouse” he saw firsthand how technology can be used to create a memorable experience for customers.

Not long after he was hired at the nursery, Mendoza approached Bergquist with the idea of creating a Snow Show at the store. In sunny Southern California, snow is a novelty sure to attract crowds during the holiday season. Mendoza created a dazzling display in which a dusting of realistic faux snow sprinkles upon customers. A computer was set up to control the theatrical-grade snow machine and accompanying music and light show.

This bit of retail theater was so popular, Mendoza was inspired to create something that could wow crowds the rest of the year. Green Arrow already did a fair bit of water gardening business, so Mendoza decided to play off that and create a “mini Bellagio hotel” water show. Once again, a computer program was employed to synchronize a display of shooting water and music. The display is activated at preset intervals throughout the day. No matter what’s going on, customers stop, look and listen. And quite a few take out cell phones and begin snapping pictures to share with friends.

The snow and water shows weren’t undertaken because Green Arrow is flush with cash. These high-tech ventures are financed with a decidedly old fashioned contraption: a popcorn machine. Proceeds gathered from this self-serve machine are used for the upkeep and improvement of the show. In effect, the customers are paying for the entertainment themselves.

Online ventures. News about the snow and water shows spread via word-of-mouth, and the team at Green Arrow decided to capitalize on it by recording the spectacles and placing the videos online. The clips were first posted on a dedicated Web site: ktga.tv. Later on, the videos were uploaded to YouTube, a free service that allowed them to circumvent some Web maintenance fees.

A popular series of gardening seminars was the next Green Arrow venture to hit the broadband screen. Weekend clinics featuring guest speakers from leading horticultural companies were recorded and uploaded so that customers could enjoy them from the comfort of their home. This online video library grew to the point that Green Arrow Nursery created its own dedicated YouTube channel (www.youtube.com/user/GreenArrowNursery).

A more recent venture is the launch of a Facebook fan page. Mendoza carefully scrutinized many online social networks before he set up a profile for the store. He opted for Facebook because the layout is simple and clean and it attracts more adults than teenagers. Mendoza wants to make sure that the store’s online initiatives resonate with a cross-section of customers—not just Gen X or Y consumers.

Other in-store marvels. In addition to developments in the virtual world, Green Arrow is employing technology to improve the brick-and-mortar store. A large flat-screen monitor has been installed near the checkouts, which runs a continuous video feed touting the store’s sales and special events.

The public address system has also been upgraded. New speakers have been installed in the parking lot and throughout the store, allowing the staff to reach customers no matter where they are on the property. Mendoza is using an old computer and free iTunes software to pipe in an eclectic mix of music. The creative team has also crafted its own series of audio promotions, which are interspersed through the music and announce specials and upcoming events.

Technology has also breathed new life into the store’ long-defunct landscape design service. Green Arrow had been the go-to place for design plans, but interest waned over the years as development in nearby areas slowed. Bergquist decided to resurrect the landscape design center and make it more attractive to techno-savvy customers.

A dedicated space in a high-traffic area of the store is now home to a landscape consultation center. Trained staff members use a professional-caliber computer program to help customers create a new look for their yards. Bergquist chose to put the consultation area out in the open, rather than hidden in a back office, hoping it would pique the interest of other customers. It has certainly achieved that goal. Many guests will stop and watch as the design emerges on the screen.

Bridging the techno gap. Does the Green Arrow team feel like they’re reaching the core customer with all these techno-ventures? Mendoza thinks so. “I feel like the appeal is across the board,” Mendoza said. “In an urban area, a lot of people are Internet savvy. If your nursery is in a rural area, people might not use the Internet as much. Because our customers are online, I feel like we’re getting a spectrum of people of all ages.”

Bergquist agrees. But he also understands that some garden-retailers might feel overwhelmed by constantly changing technology and a shifting customer base. He encourages other owners and managers to meet these fears head on.

“Start to spend some time on the computer,” Bergquist said. “Get involved. Maybe even create some of your own signage for the store using Microsoft Publisher.”

And, even more importantly, be willing to tap into you staff’s wealth of knowledge. “They’re going to win the game for you, or they’re going to lose it,” he said.