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Minter's Message: January/February 2006
Selling and Promoting Tropicals |
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Written by Brian Minter
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Selling and Promoting Tropicals
One of the opportunities we are not fully optimizing is the spin on tropical plants. They’ve changed, but have we?
Ten Most Popular Houseplants
1. Snake Plant (Sanservieria trifasciata)
Also known as Mother-In-Law’s Tongue, this succulent is one of the hardiest houseplants around. A member of the agavaceae family, it can be identified by its long, spiky, variegated foliage. It is drought tolerant and will tolerate lower light conditions.
2. Pothos (Epipremnum aureum)
Pothos, or Devil’s Ivy, is a hardy, fast-growing trailing plant. Heart-shaped leaves retain moisture well, making the plant tolerant to adverse conditions.
3. Jade (Crassula arborescens)
An easy-to-grow succulent, jades have smooth, fleshy leaves. Some varieties have red edges on the leaves.
4. Rubber Tree (Ficus elastica decora)
A larger option for a houseplant, Rubber Trees have large, dark green, oval leaves with thin copper edging. Although they can grow quite large in the wild, they grow slowly and stay reasonably small when confined to a pot.
5. Spider Plant (Chlorophytum comosum)
Popular among beginners, Spider Plants will tolerate a great deal of neglect. Excellent in hanging baskets, mature plants form baby plantlets from shoots that hang down the side of the pot.
6. Cactus
An excellent choice for beginners, cacti are available in a plethora of varieties. Care is so minimal that they nearly care for themselves.
7. English Ivy (Hedera helix)
A regular in living rooms since Victorian times, English Ivy comes in an assortment of leaf shapes, colours, and variegations. Ivy is easy to grow and will tolerate many light conditions.
8. Dumbcane (Dieffenbachia amoena)
Popular in homes and offices, they are known for their decorative foliage. Some people may get a skin rash from the plant’s sap, which can be toxic if eaten.
9. Orchids (Phalaenopsis)
Orchids can be grown by anyone able to grow African violets. Available in a variety of sizes, colours, shapes, and habits, these popular houseplants are a must have for flower lovers.
10. African Violet (Saintpaulia)
Although this plant isn’t popular among younger customers, African Violets can be found in the homes of baby boomers across Canada. One of the features that makes this plant appealing is its ability to produce flowers several times a year.
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If you need a holiday in the new year, take it in Fort Lauderdale, Florida at the Tropical Plant Industry Exhibition, January 19-21, 2006. The unkind hurricane season has taken its toll, but I’m assured the show will still be fabulous. It is the most amazing display of tropical plants I have ever experienced. Not only are all the latest varieties featured, but you’ll also discover innovative ideas and catch the latest trends. It’s ‘wow’ stuff that no one should miss.
We too often think of tropicals as a tiny sideline when, in fact, they could be the hottest items in our stores. Gone are the days when we could set up a boring display of two inch to ten inch tropicals or blend them in with our other plants as window dressing. It doesn’t work! If you want to get serious about selling tropicals you need to take them to the next level!
Tropicals Need to Be Displayed With Flair and Drama
The ordinary doesn’t cut it. It means creating perfectly black display tables that truly accent the plants. All over Europe they use hexagon tables of various heights that can be blocked together for changing seasons and effects.
You Need to Be Really in the Business Not Just Dabbling
I thought we had a pretty good orchid display until we had visitors from a small urban garden store in Dallas, Texas. I asked him how they did in orchids and he said, “Okay, about $750,000 per year.” He really got my attention! “How do you do that in a small store?” I asked in amazement. His response was, “It started as a mistake. We always had a great display, but we somehow goofed and tripled our ordered. The place was awash in orchids. Suddenly, we became the orchid place and as we innovated our merchandising, it only improved.” These folks not only have a great selection, but their merchandising and value adding is also superb.
It’s All About the Newest of the New
The old ordinary varieties are just that. Do you have the latest varieties? Do you have the new colourful foliage varieties of nephytis in pink, pink and white, and red. These new plants will differentiate you from the rest of the folks selling tropicals and will work well with today’s interior colour schemes.
What Really Creates Interest Are Great Displays
We have good success with bromeliads, carnivorous plants, trailing plants on poles and triangle trellises, fern assortments, and specialty cacti like Living Stones (lithops), Crown of Thorns and anthuriums. We group them together for a fun effect.
Mixed Gardens Are So Popular
No, not the traditional flowering plants with a few tropicals, but tropical gardens that pull out all the stops. This is where the new varieties, blended with old favourites, make quite a splash. Do them in all price ranges.
It’s About Creating New Styles and New Looks
The tall and thin vertical look is very much ‘in.’ Tall, narrow vases, accentuated with tall, narrow plants with some spilling over, is the look of tomorrow. They are very effective in making smaller spaces look fabulous.
Don’t Forget the Containers
The add-on value of a nice container selection is a great sale enhancer. Try to colour coordinate pot displays and put many of your plants in attractive pots. The idea is to present stylish potted tropicals as gift items or for enjoyment at home.
Adding to the Bottom Line
Contorted willows, twisted hazels, and bamboo stakes all create a different and unique look when used with tropicals. The tasteful use of glitter works too, as do small gazing balls. We are specialists in ‘that extra touch’ – so go for it!
Creating ‘The Look’
Short of building a conservatory, create a conservatory look in your store with some props. Also the warm glow of pink lighting or sodium halide, done with taste, certainly will not only help your plants through the winter, but it will also create a look folks will want to emulate in their homes. It’s all about presentation.
Finally, you need to both understand and convey that understanding of how to have success with indoor tropicals. All your staff should be authorities, able to give special tips on care, maintenance and pest control for all the tropicals in your store. Knowledge builds confidence and assurance. Make your store an innovative place with the latest and the best tropical plants and a place where your customers can get the selection and assistance they need to succeed.
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