A Visual Guide To Garden Retail Merchandising
Antje Verstl, a German visual merchandiser who has worked with many high level garden retailers in Europe, has a lot of practical, and inspirational advice on how to transform your plant yard into an exciting place to shop. Take a look at this gallery, and enjoy a visual guide from Verstl.
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Keep it simple!
On entering a store, the customer percieves the melody and harmony of its spatial arrangement. I call this 'Eagle Mode' because at this stage the customer is looking at your store layout from an overall perspective.
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Eagle Mode 1 & 2: Where am I and where shall I go?
First impressions count! On entering each new shop, customers take just seven seconds to decide whether they feel relaxed there. Clear navigation makes it easier for customers to find their way around and makes your shop more inviting.
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Eagle mode 3: What can I buy?
Signage gives customers valuable guidance and orientation. Furthermore, a logical sequence of themes and products is crucial for an exciting, appealing overall store layout.
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Eagle mode 4: Where are the highlights?
Customers love hotspots — like this lovely display of roses — that act as an appetizer close to the main course, where the products displayed can be found for sale.
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Make an impact with graphics
Pictures are better than written words, expecially from a distance
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Hit the emotions with stories and the sense
The other mode I call the "frog mode," since in this stage the consumer inspects goods close-up and decides whether to buy or not to buy. The customers ask themselves: What story is being told? Communicate emotions and benefit, like in this superb example, where a coastal collection is brought to life by the boat.
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Connect with lifestyle story telling
Here's another example of storytelling. An imitation shop window demonstrates this real-life idea: the cosy vegetable garden. The goods to be sold are close by.
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Plants = fashion and color
Plants are fashion and colors. That even applies to conifers
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Easy to take!
The other question in frog mode: Do I feel the impulse to buy? Goods should be easy to take. Try the 'wing test!' The reach radius of two feet corresponds to the best sales zone in all directions. No streching and no bending down!
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Cross selling!
Accessoiries are the icing on the cake! Finished arrangements and plants on the table invite creative customers to adopt ideas, and perhaps interpret this idea in their own way by choosing from the empty pots behind.
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Customer service
Easy to handle! In Britain, shopping trolleys are often pre-loaded — an outstanding example of customer service.
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Mixing different design methods is the a secret of success
The secret of success: use different display techniques and designs. One style to consider is the 'rocket profile.' Individual rocket plants shape the presentation in vertical direction. A feast for the eyes!
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The pyramid profile is good for small spaces
Another design: the pyramid profile. It is especially good for small places. Place a visual highlight in the center!
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Framing of the story: monkey in the Musa forest
Here's a product display in the process of being built. First step? Frame the story. So the monkeys and bananas come first.
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The finished display: it's easily consumed
Finish the presentation with the plants. I prefer the design to be simple and easy, which frequently is the most consumer-friendly solution.
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A well-trained staff ensures strong visual merchandising basics
Most important: A well trained and motivated staff will take weight off your shoulders and competently create their own displays using visual merchandising basics ...
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Pride in ownership
... and they are proud of what they'd created. In this case, yellow sunshine that boosts sales!
View all
Keep it simple!
Eagle Mode 1 & 2: Where am I and where shall I go?
Eagle mode 3: What can I buy?
Eagle mode 4: Where are the highlights?
Make an impact with graphics
Hit the emotions with stories and the sense
Connect with lifestyle story telling
Plants = fashion and color
Easy to take!
Cross selling!
Customer service
Mixing different design methods is the a secret of success
The pyramid profile is good for small spaces
Framing of the story: monkey in the Musa forest
The finished display: it's easily consumed
A well-trained staff ensures strong visual merchandising basics
Pride in ownership
Her book, “Eagle & Frog!,” is now available for purchase by an American market through her website.
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Carol Miller is editor of Today's Garden Center. You can eMail her at [email protected]. See all author stories here.