A Miniature Gardening Department At Hoen's Garden Center
The area of the store devoted to miniature gardening is quite large. It extends beyond the end of the striped drape and the tables under the drape are only the central row of benches. There are aisles on either side with tables devoted to the consumer trend the full length of the department.
Mini Plants At Hoen's
Hoen's brings together everything its customers need to create miniature gardening in the store-within-a-store, including small plants that have the appropriate scale for fairy gardens.
Terrarium Containers
The central row of benching is mostly devoted to containers appropriate for miniature gardening. Glass containers are so popular now, it gets its own display table.
Colored Stone In Small Quantities
Hoen's staff repackaged decorative rocks to make the quantity more appropriate for a single miniature garden. This encourages customers to mix and match the stones and creates a decent margin for Hoen's.
Repackaged Growing Media
In a similar strategy, Hoen's repackaged growing media to match what will be needed for a single mini garden. This has a psychological effect on customers, making the project they pull together seem more affordable and attainable. In the end, Hoen's sells a great deal more.
Fairy Garden Display
Although this display of a completed miniature garden is significant, proportionally it is only a small part of the store within a store. It is also strategically placed near where miniature houses and props are sold.
Toledo-Ohio-based Hoen’s Garden Center devotes a significant portion of its store to a consumer trend, miniature gardening.
Most garden centers taking advantage of a hot trend will create eye-catching displays with tie-in products nearby. Hoen’s takes the concept to a much higher level by creating a department-sized space all centered upon miniature gardening.
Everything a customer needs to create a miniature garden can be found here, from containers to figurines, from plants to growing media. Think of it as a Build-A-Bear store concept for fairy gardening. Hoen’s reports its sales of all the items rose significantly.
The concept can work for any consumer trend, like vegetable or container gardening.
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Carol Miller is editor of Today's Garden Center. You can eMail her at clmiller@meistermedia.com. See all author stories here.