Metrolina Is Revving Up Retail

By Delilah Onofrey|August 25, 2010

Several marketing programs Metrolina has introduced at retail have been big hits.

One is the “Colors Of” programs, which help simplify assortments within a genus while also shining a special spotlight. These include Colors of Coleus in chartreuse pots, Colors of Caladiums in magenta pots and Colors of Peppers in purple pots. Coral bells (heucheras) and petunias were presented this way, too.

“In coleus, we narrowed our assortment from 38 to seven varieties to meet the rainbow of colors and tripled sales,” Abe Van Wingerden says. “We have collection tags that show all seven colors. You have to be selective. The consumer wants to buy but is confused.”

Another successful program is Ready Refill (above), which offers consumers combination plantings in a basic nursery pot that can be dropped in to instantly refresh a patio planter. The price point is a few dollars less than the combination plantings in more decorative pots. The product has a lightbulb on the tag, indicating a bright idea.
“In the heat of the summer, this thing works!” Van Wingerden says. “Six packs are gone and 4-inch is done. Consumers want plants that bloom all summer and this makes it easier. Once she tries Ready Refill, maybe she’ll plant a container herself next year. These are the baby steps we have to take.”

Lowe’s Vice President of Merchandising Kevin Measel says Metrolina has taken a leadership role on its annual growers council. “They constantly strive to help provide solutions for our customers and to be on the cutting edge of design and trend, as well as new varieties. One program we have been very successful with is our Ready Refill program, which they developed to provide a quick solution for customers who struggle to design planters or who want a quick, simple solution for instant color in their planters.”