The Outdoor Retail Revolution

The Garden Retail industry is changing rapidly. In this article, John Stanley looks at the changes taking place in outdoor plant area retailing. Is it a revolution or is it evolution? I’ll let you be the judge of that but there is certainly a major change going on in independent retail organizations who are in tune with today’s consumers. I think it is fair to say there are two types of independent garden centres in the world today. The first group still thinks it’s 1980. Their outdoor areas still reflect this image; plants lined up in rows awaiting discerning gardeners. The trouble is those gardeners are not coming in, in the numbers they used to and the new consumers find these outlets boring. These retailers are using the weather, the economy and other reasons to explain their sales slump rather then addressing the real causes of retail down-turn. The second group is developing outdoor areas that excite Generation X and the Jones Generation. They realize this is now a fashion and decorating market and they hare developing outdoor retail areas that are in keeping with the desires of today’s leisure retail shopper. They are creating a memorable experience that will be talked about like those Chai teas and Latte coffees. So what’s changed? The change is being driven by the new consumer who expects something different from today’s independent retailer. If they want a more traditional retail experience they will go to a ‘box’ store to purchase plants as a commodity, but in an independent retailer, they want an experience. Research conducted in the UK by the Horticultural Trades Association found 44% of visitors to independent garden centres were looking for inspiration. This means that the winning plant area retailers know they have to take the consumer on a different journey through the plant retail sales area. The first impressions are important to any retailer and this is especially true when it comes to the outdoor plant sales area. The plant retail manger needs to get the message across that they are providing fresh inspiration and lead the local fashion market. This is why I’m an advocate of the first power display being promoted as:

The Latest Spring Colours Summer Colours for 2008 Autumn Fashion Statements Winter Colours to Warm the Heart It works in other retail sectors and works just as well in this retail sector. Having made a fashion statement, the consumer should be then directed to outdoor patio living. Gone are the days when plants were displayed on their own. In the consumers mind the patio consists of garden containers, plants, garden furniture, and water features. All those items are now integrated into this one department. The successful department is sub-categorized into the different demographic market. From the living patio, consumers are led into garden rooms. Gone are the days of a grid layout for plants; the modern retailer is creating ‘IKEA-style rooms. In today’s retail world there is no difference in merchandising between indoor rooms as in furniture stores and outdoor rooms. Again, these rooms need to reflect the climate, local gardening styles and the demographic profile of the community. However, leading plant retailers don’t always play it safe. If you are going to inspire the customer you have to occasionally be leading edge! The garden rooms change, based on geographic location, and have demographics of the local marketplace, but reflect the outdoor lifestyle desires of the target consumer. On leaving the plant area the consumers should be exposed to these last minute purchases plus the garden essentials needed for success. The plant area manager’s position is a challenging role in the garden centre. It is undoubtedly one that is exciting and can help make a large difference.

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