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Houseplant merchandising made easy |
Sept. 23, 2009 – Merchandising plants creatively is essential to high-level sales success and adds to retailers’ returns-on-investment. In a busy retail store, it can be difficult to capture shoppers’ attention. Implementing a visible, well thought-out retail display will entice customers the moment they enter the store.
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Display by Silver Vase Inc.
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Plan ahead to create thematic displays based upon color for each holiday and gift-giving occasion. Build displays of plants to make statements about the impact plants have on home décor and customers’ daily quality of life. In brainstorming merchandising display options, consider the many ways in which houseplants are used in the home and as gifts. From there, develop set-ups and displays that showcase the usage qualities and characteristics. In short, relate the value of the plant products to customers by exhibiting them in a fashion that sheds light upon their versatility or applicability to life.
A Few Merchandising Tips from Silver Vase, Inc.:
Accessorize Displays – Items such as decorative containers, home decor and / or various garden accessories are as essential as the plants. To maximize space and inspire customers, create a series of combined merchandising displays that highlight products spanning multiple inventory categories. Instead of single shelves loaded with the same product type, spruce up various nooks with a diverse range of plants, how-to books, gardening tools, decorative containers, furniture, and more. Displays that combine live goods with various home- / garden-use products, offer shoppers insights regarding how they can mingle these products together at their own homes. Or, simply place a few select plants such as colorful orchids in a variety of decorative containers on multiple tiered tables or shelves. This will allow full view of their beauty, which will give customers a better chance to see and understand their quality.
For example, Silver Vase, Inc. suggests displaying a single orchid such as Phalaenopsis Orchid ‘Alabaster’ centered on a small round table positioned in a store’s entrance. The table could be dressed with a high-end table cover accented with a framed family photo and two or three antique books. The concept is to mimic a home’s foyer table, giving passers-by a clear idea about using houseplants to accessorize at home.
Keep Clean and Orderly Displays – Nothing turns consumers away more than messy, overcrowded, and disorganized retail displays. Consumers have a preconceived notion that shoddy displays equal poor quality products. To better the overall appearance of plants and retail displays, make sure all plants are well groomed, deadheaded, watered, and spaced accordingly. Also, straighten and replenish merchandise items regularly, so displays do not appear picked over or empty. A tip to remember; freshen displays often and based upon inventory and seasonal sales goals.
Use Color for Impact – Strategic placement of colors provides a greater impact to the overall theme and is more likely to be noticed by shoppers. Colors will often set the mood for the entire display. Bright cheery colors, such as yellow and orange, provide a sense of warmth or happiness, while reds and pinks often portray feelings of love or romance. Silver Vase, Inc. sales and marketing staff members recommend displaying Phalaenopsis Orchid ‘Fancy Fresco’ with its bright yellow flowers, as part of a birthday-gift-themed display. Or, consider Phalaenopsis Orchid ‘Peachy’ or Guzmania Bromeliad 'Ostara', known for their uplifting orange appearances, to make a well-suited “Get Well” gifting ideas display. A great plant option for the December holiday season is Phalaenopsis Orchid ‘Red Ruby’, given this orchid’s beautiful red blooms, the only red-blooming orchid.
One recommended method to increase color impact and reduce color clashing is to consider the color wheel. Color wheel diagrams easily found online can help florists, floral department managers and garden center employees combine complementary colors and shades in narrow or wide-ranging palettes.
Create Themes and Style – Create retail displays to coincide with current seasons or holidays. Seasonal or holiday displays should be appealing to a wide demographic and cover several different aspects of the season. Seasonal and holiday accessories are paramount to retail displays. Grab shopper’s attention by appealing to their senses with unique lighting, festive colors and seasonal scents. The themes of merchandising displays should be evident upon approach to the area. If customers have to guess the theme or meaning behind a display, chances are they will simply pass by it in a hurry. Displays should be creative enough to stop customers in their tracks, and the plants used in the displays should be top quality.
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