Targeted Plant Selection Creates Better Sell-Through

Advances in technology and better understanding of the dynamics of consumer sales at the retail level are changing the way growers decide what plants to grow.

“I think we are learning that a lot of what we as growers thought were good plants for us may not necessarily be the best for our specific situations,” says Tim Brindley, president of Stacy’s Greenhouses in York, S.C “We used to looked at that differently. My favorite plant was always Dianthus ‘Firewitch.’ It had flowers. It was short. It was easy to grow. It didn’t get diseases. And I could put a lot on the carts. I liked it because it was easy and efficient for me. That’s not the way we look at plant selection anymore.”

Today, he focuses on what plants will be successful for consumers and for Stacy’s customers.

“We look at what is best for the consumer — what will give them value? What will be something that is more multi-use than single use? That’s the first criteria we look at,” Brindley says.

The next focus, he says, is identifying what each individual store needs in its location. “The way we use technology and replenishment models, we’re able to drill down to the specific store and specific trends in that store and target the right product into those stores. We can even break it down and see differences between stores in the same town,” he says.

Previously, Brindley says, the shipping process focused on staging orders to be the most efficient for the grower. “You lined up 600 carts for 200 stores, three carts each,” he says.

Now all the orders are specific.

“It’s more difficult for us, and it costs us a little bit of money. There’s more labor involved. But we also have better sell through, and we are getting the right product to the retailers. It’s what they truly need in that one store for their customers, which should equate to return visits and more business for us. That’s what were seeing now, and it’s made us better,” he says.

“You Have To Be Better, Faster.”

Being able to refine Stacy’s offerings to help retailers and consumers has been a critical differentiator for the business, Brindley says.

“The big growth in our industry occurred when the boxes were opening many new stores. As they grew, we all grew,” he says.
But that growth has ground to a halt and led to the company’s change in philosophy.

“Nobody’s opening new stores anymore. How do you grow in that environment? You have to be better, faster. You have to have the right product in the right stores at the right time. You have to earn the business by doing somethingbetter than the people who have that business now,” he says.

“The growers that are left are all fighting over those same stores. We have to be the best every day, and we have to do something better every day. We are getting ready to install a new operating system because we know we need to get to the next level. We have to find our advantages and make them work for us.

“It’s hard work, but it makes us a better business.”

Topics:

Leave a Reply

More From Business Management...

January 10, 2017

5 Can’t-Miss Events and Activities at TPIE

The Florida Nursery, Growers and Landscape Association’s Tropical Plant Industry Exposition (TPIE) is fast approaching. As you plan your trip, here are five can’t-miss highlights from this year’s show.

Read More

January 10, 2017

Sidney B. Meadows Scholarship Endowment Fund Accepting Applications for 2017

The deadline for applications is May 26, and 12 scholarships of $1,500 each will be awarded at the SEGreen Conference in August.

Read More
sakata-tour-de-fresh-salad-bar-donation

January 8, 2017

Sakata’s Participation in Tour de Fresh Race Results in New Elementary School Salad Bar

On the heels of riding in the Tour de Fresh Race in July, Allen Satterlee of Sakata Seed America celebrated by presenting a new salad bar to Galt Elementary School in California.

Read More
Latest Stories

January 10, 2017

5 Can’t-Miss Events and Activities at TPIE

The Florida Nursery, Growers and Landscape Association’s Tropical Plant Industry Exposition (TPIE) is fast approaching. As you plan your trip, here are five can’t-miss highlights from this year’s show.

Read More
sakata-tour-de-fresh-salad-bar-donation

January 8, 2017

Sakata’s Participation in Tour de Fresh Race Results in…

On the heels of riding in the Tour de Fresh Race in July, Allen Satterlee of Sakata Seed America celebrated by presenting a new salad bar to Galt Elementary School in California.

Read More
griffin-aurora-colorado-branch

January 6, 2017

Griffin Opening New Hard-Goods-Focused Distribution Cen…

The planned February opening of the 18,500 square-foot facility is part of the company’s continued expansion into the Western U.S.

Read More
gg-january-2017-cover-arizonaeast-feature

January 5, 2017

Why ArizonaEast Is Expanding Its Succulent Production T…

In Greenhouse Grower's January cover story, learn how Brian and Joe Vitale of ArizonaEast saw a chance to expand and diversify their New Jersey-based succulent operation, and why they jumped at the opportunity.

Read More
Moana plant yard

January 4, 2017

Green Industry Poised for Continued Economic Growth in …

Positive economic indicators point to 2017 being a year of modest growth for the green industry, according to economist Charlie Hall.

Read More

January 3, 2017

Growing Optimism for the Horticulture Industry in 2017

With a new administration and a new Congress, AmericanHort's Craig Regelbrugge says the horticulture industry has reason to be cautiously optimistic that regulatory relief could be on the horizon.

Read More
2016-student-competition-award-winners

January 3, 2017

Southern Nursery Association Research Conference Procee…

On the heels of presenting awards to students in the horticulture industry, the Southern Nursery Association has compiled and published its conference research proceedings.

Read More
Farwest Show Floor

December 31, 2016

Farwest Show 2017 Will Feature New Days and Hours

The 2017 Farwest Show will take place Wednesday, Aug. 23 through Friday, Aug. 25, to allow attendees more time to visit local hot spots.

Read More
kelly-norris

December 29, 2016

Kelly Norris: 4 Ways We’re Leaving Growth Opportunities…

Horticulture is a multi-million dollar industry with lots to offer, yet we’re still overlooking several avenues for growth.

Read More
Top 100 Breakfast Panel for 2016

December 27, 2016

You Said It: The Best Quotes From 2016

Some of the industry’s leading growers and educators had strong things to say this year. Here’s a look at some of the most memorable quotes from 2016.

Read More

December 27, 2016

5 Photo Galleries You Didn’t Dare Miss in 2016

Whether it was industry event and trade show highlights or new developments in technology, these images not only spoke more than a thousand words; they drew thousands of clicks, as well.

Read More

December 27, 2016

Check Out the Top 5 Most-Read News Stories on Greenhous…

From pest outbreaks to overtime rule changes, here are the headlines that grabbed your attention in 2016.

Read More
Grow Summit 2016 group shot

December 20, 2016

Less Talk, More Action At Greenhouse Grower’s GRO…

Investing in technology, developing new marketing solutions, and recruiting young growers were just a few of the issues covered at GROW Summit 2016.

Read More
Workers are required to wear uniforms and use tools restricted to the section of the facility where they work, and street clothes are prohibited

December 16, 2016

House Failure To Address H-2B Exemption Could Affect Sp…

Despite efforts by AmericanHort and others in the industry, the House of Representatives failed to renew the Returning Worker Exemption, a policy that helps ensure that small and seasonal businesses have an adequate workforce for the peak spring season.

Read More
americanhort-hort-scholars

December 15, 2016

HortScholars Program Is Open For 2017 Applications

Presented by AmericanHort, the program is open to students in a horticulture-related degree program, and recipients will have exclusive opportunities for in-depth discussions with industry leaders at Cultivate’17.

Read More
North Creek Nurseries Bright Young Talent

December 13, 2016

Emergent Networking Event On Deck At MANTS 2017

Emergent, the collective group of young horticulture professionals who represent the next generation of growing, will host a reception on Wednesday, Jan. 11, after the MANTS tradeshow floor closes.

Read More
bailey-nurseries-veterans-workforce

December 13, 2016

How Bailey Nurseries Navigates The H-2A Program

Joe Bailey, Human Resources Director at Bailey Nurseries says each operation has to analyze their situation and decide for themselves if the H-2A program is right for them.

Read More
Bees on flowers

December 12, 2016

Pollinator Habitats Get The Spotlight In New, Multi-Mil…

The five-year, $4 million commitment from Xerces Society, General Mills, and USDA will offer technical assistance to growers to plant and protect pollinator habitats.

Read More