Strong garden products market predicted

ESPITE the cut back in expenditures for new home landscaping, it appears that lawn and gardening products will experience a strong market in the coming months.

W. L. Shewry, mgr., merchandising, Ortho consumer products division, San Francisco, Ca., reports "unit sales of their garden and lawn chemicals in 1980 were ahead of 1979 by over l2s/o with vegetable and flower garden product sales well above this average."

"The forecasts for l98l indicate continue good growth," he emphasizes. "There is evidence to support the belief that as the general economy slows people tend to spend more time at home and on gardening. "

Ways to have right merchan. dise at right time . . meet needs of customers establish reputation as a garden center.

Scott,

headquartered in Marysville, Oh., report similar experiences. "Our sales in the spring of 1979 were up substantially. Last year, in the face of the recession, they made another tidy gain during the same period. And we are prepared for another increase this year."

A million more Americans had vegetable gardens in 1980 than in 1979, according to Gardens for All, the national association for gardening. A survey done for them by the Gallup organization revealed a profile of the typical vegetable gardener. Characteristics include 50 years of age or older, high-school educated, married, living in a rural area, with an income under $20,000. In addition to being involved in gardening activities such as growing flowers, houseplants, berries, fruits, and lawn care, these gardeners also pursue energy saving, conservation, and do-it-yourself activities. The similarity to a home center customer is striking.

As a retailer you must use good merchandising techniques to secure your share of this important market. Shewry sums it up as "The right products at the right time in the right place with the right promotion." This boils down to stocking the right merchandise for your locale. Order wisely and promptly so that you have what the customer needs when he wants it. Give the home gardener a choice of the right products for his problem or size of garden.

If you can establish the reputation of having what a gardener needs, you will be in position to meet their needs with tie-in sales in big ticket items. Gardeners appear to be loyal customers when they find a source they like.

The green goods section of your lawn and garden shop is extremely important. Most gardeners seem to shy away from self-service. They like to ask questions and chat while they are shopping. Many successful nursery departments report maintaining a high ratio of salespeople on weekends when traffic is highest. Employees also are needed to keep plants watered, trim, and tidy. Maintenance is important to eliminate the clutter of leaves and dead blossoms.

Employee training is vital according to several nursery managers. Product knowledge is essential if a green goods operation is to be successful in meeting customer needs. The person who can't tell a rose from a radish has no place in this section.

Each employee should be well briefed on the care and needs of the nursery stock as well as the various pest control agents, plant foods and fertilizers, and hardgoods such as (Please turn to paee B2)