Home Genters join the gardening craze

A S THE spring selling season

Fl begins to bloom, more and more home centers are discovering the advantages of sprouting bigger and better lawn and garden departments.

According to a nationwide survey by the National Gardening Association, each year more home centers are carrying garden products with the number of nursery products sold on the rise.

In turn, Scotty's, Winter Haven, Fl., has begun a chainwide expansion of its nurseries. About 30 stores have thus far been revamped and a number of others lined up for this spring, according to Ron Russell, vice president of marketing services.

Scotty's would like to expand all 163 locations, "but there are property limitations," says Russell. "ln expanding the garden departments, we are taking up part of the yard or in some cases the parking lot. At some stores, site restrictions won't permit that."

Although a variety of new products will be added, such as a larger selection of fertilizers, the focus is on live plants. Some bigger stores may carry indoor, outdoor and silk plants, while smaller units may stock only landscaping plants.

Previously, Scotty's had carried a large growing stock only during holidays. "Live plants are something we've been in and out of in the past," says Russell. "But if you're in the state of Florida, the live plant business makes good business year round. And the supply isn't very hard to get at all."

HouseWorks, San Antonio. Tx.. is also on the move. Says Bob Deal, green goods buyer for the 45-unit chain: "We've expanded our lawn and garden departments, become more aggressive and tried to give the customer a better deal for his dollar. We're trying to get more out in front of the store, giving a presentation our customers can see as they drive by our stores."

In addition, the chain has been holding a series of home gardening clinics, each Saturday in a different area. HouseWorks' Kenner, La., store, one of the first clinic sites, had on hand "lawn and garden chemical experts, growers from some of the area's largest nurseries, a U.S. Department of Agriculture agent, and representatives from power tool companies discussing maintenance of the garden and lawn," says manager Justin Miller.

Story at a Glance

How Scofty's and HouseWorks are mainstreaming the trend to expand nurseries. . what their experiences have been in products, plants, people and the competition... why inventory varies with area.

Demonstration gardens are built in each parking lot, showing how to start a garden, how to set out vegetable plants and how to put in seed. Truckload bargains are offered on top soil, stepping stones, landscape timbers and bedding plants. Houseplants are repotted free for any customers purchasing new pots.

Deal has found response to the clinics to be "outstanding. Providing that level of expertise builds business four fold over. It also lends credibility to your program. You can't just have the product. Nurseries have an advantage over home centers in that their sales help is made up of nursery-type people. The experts (at our clinics) help customers and also provide valuable training to our employees."

But the company must cater the program and the product mix at each store to the area. "We listen real well to what our customers want, and tailor our stock to the customers and climate of each area," Deal says. "The shrubbery we carry in Dallas is different from the shrubbery we carry in New Orleans. We also pay attention to the agricultural extension services, where homeowners often turn. People usually know what they'd like in their yards, but they're not sure where to find it, how to grow it or what exactly is suitable for the area."

To keep tabs on all the stores, Deal has established a network of nursery coordinators. They regularly report on what's growing and going over in their region.

And for home centers recognizing the nursery boom, everything's coming up roses.