RETAIL IDEAS stems. Elho pots and planters provide stylish homes for these beautiful creations. Willow Wand trees in Pure Elho planters have already captured the public’s imagination at Harrogate, Ascot and Gardener’s World Live. Simon Read from The Willow Wand said: “The Wand has had an amazing response but consumers often want the whole package. Elho Pure pots planted up with our Wands look stunning and attract a lot of attention – generating sales for both of us. Elho provide great support to our young business and pulled all the stops out in the lead up to Ascot to make the event a success.” With houseplants still growing in popularity, many garden centres are increasing the size of their indoor section. It’s an effective strategy to appeal to a wider and younger audience. Growers Double H have had success purchasing the 7cm Elho b.for Round to create gift sets that are retailing at Marks & Spencer. It’s a tactic that garden centres and nurseries can also use to market their plants.
Building partnerships for success Suppliers, retailers and growers all share the same objectives when it comes to reaching shoppers. With daily headlines showing that many in the garden trade are experiencing tough times, it makes sense to work together to deliver a fantastic customer experience. David Nicholson, Elho Sales Manager UK and Ireland, says: “We work with different partners to inspire consumers. It’s about finding the right combination of plant and pot, and providing the best information and experience for shoppers. Getting it right means more sales – of plants and pots – so it’s a win-win for everyone involved.”
David Nicholson adds: “When launching an Ambassador store, we involve our store designers based in Holland to deliver a bespoke concept that’s based on the individual garden centre’s customer demographics and the ranges stocked. “We believe – and sales prove – that customers want to be inspired. We attract them with beautiful displays, inspire them with lifestyle imagery and then we make purchasing of products really easy with planted up pots. Working with our Ambassador store garden centres we create a great customer experience from start to finish.”
Building brands in store Suppliers and garden retailers are working together to create branded areas within stores that showcase products and inspire customers. Giving shoppers the opportunity to engage with brands in a specific and unique environment. In May 2017, Van Hage opened an Elho branded store concept within its main Great Amwell garden centre. “We’ve seen a definite shift in interest and customer demand for more lifestyle driven items, bright complementary colours and new bold inspiration,” comments Ben Stevenson, Category Manager – Gardening at Van Hage. “We’ve been able to deliver this for our customers through the Elho Ambassador store. With support, advice and enthusiasm from Elho that has been second to none.”
Growing Partnerships From a chance meeting at the Garden Press Event in February 2018, Elho and The Willow Wand Ltd have built a strong partnership that sees grower and supplier appearing together at high profile shows throughout the summer. The recently launched and award-winning Willow Wand® is marketed as ‘living art’, hand-woven from live willow
16 July 2018
To become an Elho retailer or for more information: Contact David Nicholson. T: 07910 212155. E: firstname.lastname@example.org W: www.elho.com F: www.facebook.com/elho
Working with the RHS Successful partnerships can also extend to trade associations and charities such as Garden Re-Leaf Day and Greenfingers Charity. United by a common aim to get people gardening and introducing more green into their lives, the Royal Horticultural Society (RHS) and Elho work closely together. Elho products are available from the RHS online store and on sale at RHS Garden Wisley. David Nicholson says: “It’s a productive partnership for both sides. The RHS are strong on visual merchandising and the Elho display at Wisley grabs the attention of the thousands of people who visit the garden every year. The Elho team joined the RHS at Chelsea, selling our products on their behalf. It was profitable for us both and raised the Elho profile to a much wider audience.” Tim Hollis, Head of RHS Buying, agrees: “Elho gains access to our members, gardens and shows. The RHS and our members benefit from Elho’s innovation and colourful, well designed products. It’s a mutually beneficial arrangement.” With so many benefits to partnership working it’s certainly worth considering how, and who, your business could get together with!