Produce and Plants? Is this the Future?
Peas next to Petunias, this is what we can expect in the future garden centre. Well, they may not be located on the same shelf, but they could be located in the same building.
In recent years, one of the fastest growing retail sectors has been the farmers market. This growth has been stimulated by the consumers desire to buy healthy produce from as near the source as possible, rather than from the supermarket. Supermarkets have and are losing market share to retailers who are using fresh produce to provide a retail experience.
One of the earliest innovators of this trend was Stew Leonard, who opened his world famous store in Daneville, Connecticut over twenty years ago.
This style of produce retailing has proliferated and similar stores can now be found around Canada, Australia, New Zealand, South Africa, Europe and the USA. But, what does this have to do with garden centres?
Dealing with Perishables I believe two important criteria are affecting the evolution of garden centres and farmers markets. The retailers in both these retail sectors have discovered they are attracting the same consumer who is looking for experience retailing. The farmers market retailer can attract them in high volume once a week. The garden retailer can normally attract them three to four times a year, but get them to linger longer. The result of combining the two businesses is a powerful retail opportunity to grow a business.
Secondly, both retail sectors core product is a perishable product. In general retailing, many retailers are scared of perishable products. If they get their retail offer wrong, the product dies rather than just gets dirty. A retailer who can successfully manage living plants can also successfully manage produce such as fruit and vegetables, the other winning formula.
Many readers will be aware of Pete Luckett. Pete and myself have spoke at numerous horticultural conferences and we are co-presenters of the retail training video 'Winning at Retail'. Pete's Frootique in Halifax, Canada is the best example I can provide to show you the opportunities.
About the author: John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries. John Stanley Associates produce an e-newsletter specific to retailing, this includes innovative ideas and advice to help you grow your profits. If you would like to receive a regular copy please visit www.johnstanley.cc or email us on newsletter@johnstanley.cc.