Armstrong Garden Centers’ 130th anniversary bash a success

On Feb. 29, Armstrong Garden Centers celebrated its 130^th anniversary by doing what they know best: supplying customers with quality roses. In honor of the event, the California-based IGC opened its doors and invited the public to participate in its free rose giveaway, a free landscape design drawing and other events throughout its stores. Armstrong certainly has a lot to celebrate — in December, the retailer ranked at No. 1 in the Garden Center 2019 annual Top 100 IGCs list.

The event started at 8 a.m., and customers flooded the doorways for a free Pulp Pot Rose. Desiree Heimann, vice president of marketing at Armstrong Garden Centers & Pike Nurseries, said they gave away 14,600 roses. Overall, they handed out a total of 15 different roses based on location, and each store was stocked with four to five varieties. Heimann says they strategically chose this amount so that the customer could choose what they wanted — whether it be a Climbing Rose, a Floribunda Rose or a different colored rose — but also not be overwhelmed with choices.

The rose giveaway honored the founder of Armstrong Garden Centers, John Armstrong. Armstrong, who founded the business in 1889, was a pioneer in the field of hybridizing roses, and today the business continues the Armstrong rose tradition.

Armstrong handed out free roses, along with free cupcakes, for customers to enjoy.

“That’s where we got our foundation,” says Heimann. “So, we wanted to pay homage to that and we wanted to make sure that it would live on for the customer in their garden, and also be something of value. We wanted it to be substantial, we wanted it to be special.”

Along with the rose giveaway, Armstrong offered the chance for one lucky winner per store to win a free landscape design through a drawing, which helped to usher in potential business.

“From a business portion, there's the email acquisition and finding out if a customer is interested in landscape design and building awareness. And for the consumer, a chance to win a free landscape design is a great prize,” Heimann says.

Regular priced items were also 20% off, which helped offer an extra incentive for shoppers to purchase goods. Heimann says this helped boost new customer sales.

“It was interesting because we saw a lot of new customers come in, so [in] our percentage of cash versus loyalty, compared to past events…we saw more cash customers than what we normally do,” she says.

Heimann says that some of Armstrong’s core customers came in to receive a rose, but a shift occurred between 1-2p.m., where this set of customers came in strictly to buy materials for spring planting.

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“There was definitely a progression of who we saw coming in throughout the day. First thing in the morning was more of the people who came in specifically for a rose. And then, definitely, lunch time, late afternoon, we saw the hardcore spring-planting customer,” Heimann says.

Staying in business for 130 years is no small feat, and Heimann credits the culture to Armstrong’s success.

“We’re employee owned, and I think that plays into it,” she says.  “As the employees are owners, everyone is more vested in the company and we see employees taking ownership and staying with Armstrong throughout their career.”

Heimann says it is very common for Armstrong to retain employees for 10, 15, 20 or even upwards of 30 years, due to the fact that they have a stake in the game, which drives longevity of the business.

In total, Armstrong handed out 14,600 roses.

“You know, when there is a recession or times are tough, the team looks around and we're going to do what we need to do to withstand the storm,” Heimann says. Armstrong aims to create lasting relationships with its customers, and they seek to deliver a quality product.

“We're still an independent garden center, so that intimate focus of ‘It's a relationship’ model and our core values provide the best horticultural expertise, the best selection, the best quality,” she says. “So, if you provide good service and you provide knowledge and a good product, people come back.”

Heimann says the IGC will continue to pay homage to its anniversary because it’s important to tell the story of their brand, specifically of an IGC who has a growing division.

“And I think that storytelling, especially in these markets and what consumers want to see — and especially if you get with a millennial customer — they do want to hear the story behind some of these items,” she says. Their goal is to tell the story and help educate and add value to the whole supply chain.

“We're selling a much more relevant item that's taken a lot of time, science and passion, and we want to make sure that we tell that story so that we can help educate consumers and homeowners as well,” she says. “Plus, we sell cool plants! We're helping our community; we're beautifying and selling items that attract bees and pollinators and I think that's a critical message for us to get out.”