April 2021 - 24

MERCHANDISING
Steps to Better
Store Signage
Now's the time to improve your garden
center's signs before the spring rush.
By Kurt Fromherz
W
1
henever I talk about signs
with a garden center
retailer, the first thing I ask
them to do is to take the 360° test:
stand anywhere in your retail space
and take a slow spin, counting the
number of places you see your logo or
branded identity. I joke that, in many
instances, a consumer might think
they are at Monrovia Nursery.
If this sounds like your retail space,
then it might be time for a makeover.
Spring will soon be upon us, so there
is no time like the present to get
started.
Here are a few simple ways to start
the process.
Clear the clutter. Spring is a
perfect time to take on a review
of your store layout. The first order
of business is to remove everything
(as much as is possible) from existing
fixtures or display areas. You can also
take this opportunity to perform a
purge of any products that are doing
nothing more than taking up space.
Create three categories: keep, clean up
and dump. Make sure you keep track of
anything you might toss; you can take
these items as a business loss.
2
Define the sight lines. Now that
you have cleared the deck, try
to experience your garden center
as a customer might. Start from the
parking lot. Is it clear where you should
enter and exit? Where are the carts? Is
the checkout area obvious and fit the
natural flow? Once customers enter
either the store or nursery area, is there
a walkway that helps to move them
through the shopping experience?
If you answer " no " to any of these
questions, then that is a good place
to start. Again, clear the clutter, move
fixtures or displays out of the way. You
can move back what you need and
again, determine if you need to purge.
3
4
24 | LAWN & GARDEN RETAILER | APRIL 2021
Establish a style. A good way
to begin to establish your
brand is to establish a style
sheet of sorts. Identify elements like
your color palette, approved logos,
typeface, images and graphics. You
should establish a template of sorts
not only to ensure your presentation
is consistent throughout the store,
but also with your other marketing
such as website, print, and even social
media. Each element of your store
signage should contain the basics: logo,
graphics, color scheme and photos.
Focus on the message. Show,
don't tell. Each sign is going to
have its unique purpose; some
will be used to identify departments,
while others to help direct shoppers.
Other signs will be to call attention
to specific promotions - whether
seasonal, product specific or
promotional.
Are you decorating your store, or
displaying your product?
A display should have three key
elements: fixtures, sign and product.
If any one of these elements is
All signs should be completely visible and not
obscured by plants or other signs.

April 2021

Table of Contents for the Digital Edition of April 2021

April 2021 - 1
April 2021 - 2
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