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s t or e design


The product Select outstanding products that appeal directly to your customers, the true demographic that exists, and do this well. Seek out products that will inspire them and help them to understand how to use them well. Show products in combination creating themes and ‘looks’ for each season and search out the people in your team who have a true flair for display. Add ‘one off’ products that can’t be found elsewhere, up- cycled, vintage or antique pieces, things made by local craftspeople or artists, produce grown within 20 miles of your centre.


The promotion How you tell people about your business is what will get them in through the front door and is probably the most important aspect of today’s retail market. Work out who your customers are, work out the message that you want to tell them, and decide the best place to do this. Most of all spend time coming up with ideas


that will surprise your customers and create genuine reasons for them to visit which aren’t just based around products. Do the unexpected and keep it fresh. Be individual and don’t follow the rest. Ice rinks may work very well for some but it doesn’t mean they are necessarily right for you. Maybe you could start a lunchtime Salsa class, have ostrich races, start a tool exchange or seed bank, develop a cookery club or recipe swap, offer a crèche for bored husbands, offer a personal shopper service for plants or decorate your centre with beautiful and vibrant colours.


How you tell people


about your business is what will get them in through the front door and is probably


the most important aspect of today's retail market


Add distinctive features like Burford Garden Centre


Paul Pleydell is the founder of Pleydell Smithyman – an established design and


business consultancy working with retailers (and many others) on retail and business


strategy, store design, interiors, architecture and planning, across a range of sectors and


places, but with a great understanding of the garden centre market and its future.


CONTACT Paul Pleydell


Director, Pleydell Smithyman paul@pleydellsmithyman.co.uk www.pleydellsmithyman.co.uk


32 APRIL 2014 / GARDEN CENTRE RETAIL Use signage to make people smile


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