April 2023 - 15

MERCHANDISING
A spring gift display at
Fairview Garden Center.
A botanical backdrop catches the eye
at Fairview Garden Center in Raleigh,
North Carolina.
people think of gardening. I try not to buy or merchandise or
do anything unless it has some sort of garden theme. It has
to be garden-related - a pot that can be used in a garden,
something that can be for a garden party, something that
can be used for propagation, something that ties into a
plant. It has to be more of a tie-in, so, for the plants that we
sell and grow. "
Effective Merchandising
Rollins says effective merchandising is " about creating
something where people get inspiration and want to pick up
a product because of where it is and how it's displayed. It's
not just about making it beautiful - the whole idea is to sell
it, right?
" And we focus a lot on color blocking. So if somebody's
looking for a pot for a plant to go in - which we sell a lot of
smaller pottery inside the store - usually you're thinking
about the theme of your home and your color scheme; you're
thinking, 'Well, I have a lot of pink' or 'I have a lot of blue.' So
we color block a lot to help streamline the search process for
customers inside the store with our merchandising. I think
that helps sell things a lot faster. Some people can find it
more easily. "
Color blocking continues outside the store as well, where
she pairs different shades of pottery to the plants.
" Having big blue pots in a sea of blue flowers or an orange
pot in a sea of blue flowers creates an opposite end of the
color wheel type thing, so people can see how things really
make each other pop and tie in. "
Creating a Garden Oasis
Garden centers can display certain types of plants
together, such as shade-tolerant varieties, and arrange them
in a vignette so customers can see what they'd look like
planted together - and want to buy them.
" When we're creating a display for green goods, we're
thinking more about selling garden inspiration and showing
things that pair well together. So if you have a shade
garden, you can choose this shrub, but you can also add in
these perennials for color, " Rollins says. " With our outdoor
displays, it's about showing a customer how they can truly
create a garden oasis in one little small corner of their yard. "

April 2023

Table of Contents for the Digital Edition of April 2023

April 2023 - 1
April 2023 - 2
April 2023 - 3
April 2023 - 4
April 2023 - 5
April 2023 - 6
April 2023 - 7
April 2023 - 8
April 2023 - 9
April 2023 - 10
April 2023 - 11
April 2023 - 12
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April 2023 - 15
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