April 2023 - 14

MERCHANDISING
MERCHANDISING
STRATEGIES
Two IGCs share their tips and techniques
for merchandising their retail stores.
By Teresa McPherson
A
nyone in retail knows that merchandising isn't
a one-and-done procedure; it's a never-ending
process of refreshing and rearranging to make sure
merchandise is seen. After all, if your customers can't see
it, they can't buy it.
Lawn & Garden Retailer recently chatted with Heather
Rollins at Fairview Garden Center and Kori Zawojski at
Sunnypoint Gardens to get their insights and inspirations
for merchandising in their stores.
Springing Forward
Rollins is marketing director at Fairview Garden Center in
Raleigh, North Carolina. She's also in charge of buying and
merchandising in the store, the pottery department and the
outdoor living department.
She starts merchandising for the spring season in
February, so that everything is ready when good weather
days bring customers in - but can only do so after all said
merchandising has arrived.
" It's kind of a balancing act, " she says. " We have a large
store to fill, and it looks kind of empty, but it's hard to do any
displays until everything's in. So I try to have everything in by
March 1, so it's ready for a spring display - which is early,
but you have to be the first one, right?
" When people are ready to start thinking about Easter, we
better already have it out and ready to go before they even
think about it. "
Rollins says she usually comes up with a merchandising
theme - but it must be garden-related.
" This year, it's bugs and butterflies and things like that
throughout the store for displays - things that really make

April 2023

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