garden tools


Quality, communication and increasing basket spend


The garden tools market is benefitting from product innovations and points of difference to optimise sales potential in key selling periods


espite challenges for the category over the past 12 months, the garden tools sector remains a staple for garden centres, and continues to provide significant turnover opportunities. Fiskars trade marketing manager Georgina Taylor comments: “The garden tools sector has had a challenging year during 2018. A major contributing factor has been the ongoing weather conditions, which have had a significant influence on overall gardening activity and consumer purchasing decisions. “The prolonged winter in the early part of the


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year, which included late stage periods of snowfall and cold weather, was followed by an extremely hot and dry period during the summer months. This combination affected the ability of gardeners to spend time outdoors.” She adds: “Despite this, Fiskars experienced good performance levels across a number of categories, including telescopic tree pruners, axes and rakes. The PowerGear™ X Telescopic Tree Pruner, which is designed to help cut back overgrown trees and prune bushes, performed very well. Its six metre reach and simple-to-use design appealed to both experienced and novice gardeners, who were attracted by its precision and power which markedly reduced the physical effort needed to prune.” Inspiring and educating consumers will


continue to be a core consideration for garden centres.


“Having an impressive display fixture really helps to grab the attention of the browsing consumer, and Fiskars place great importance on the delivery of high quality, functional point


of sale displays to complement the superior performance of our tools,” Georgina explains. “To drive sales, retailers should also ensure they have strong seasonal offers and promotions, which are clearly communicated at the point of purchase to help encourage increased basket spend. “In essence, variety is the key to success within


the category and retailers need to be mindful to deliver a portfolio of products across a tiered hierarchy of price points, delivering clear USPs. “In this regard, Fiskars’ focus upon premium composite tools and their clear benefits over traditional wooden handled tools helps to differentiate the overall retail offer.” The future provides opportunities to leverage


new campaigns and product innovations in a challenging retail environment.


“It is clear that the current uncertainty linked to Brexit is having an effect on the consumer mind-set, with many holding off on large ticket purchases,” Georgina comments. “However, gardening remains a highly popular pastime and hobby for many, and will continue to provide strong business-building retail opportunities. Garden centres can capture an even bigger share of the important tools market by playing to their core strengths of product range and service.”


She continues: “Fiskars intends to support the trade during 2019 in a number of ways, including an innovative consumer focussed marketing campaign called ‘0% Stress, 100% Happiness’. Following consumer insight into gardening and its beneficial effect both on physical and mental wellbeing, the campaign


centres on promoting gardening as an escape from busy lives, and a means to help people to relax and find happiness. Thanks to our range of technologically smart tools, which are dedicated to making lives easier, consumers are able to invest their time in the mentally healing activity of gardening.


“Fiskars will also be rewarding satisfied customers throughout the spring period as part of the campaign. Designed to both incentivise garden-loving consumers and drive retail sale uplift, the 100% Happiness campaign will reward shoppers who spend £50 on Fiskars products between 1 March to 30 June, by sending them a £10 voucher if they are still happy with their purchase after 60 days. They can then return to the retailer and spend the voucher on any brand they choose. In the unlikely event the customer is unhappy with their Fiskars purchase after 60 days, they will directly refund 100% of the cost of the product to the consumer.


“By working with its trading partners, Fiskars will ensure the campaign is clearly advertised and promoted to help retailers optimise sales potential during the critical spring period, when many consumers get to work in their gardens once again.”


The brand is also increasing its product range, including additions to its popular Garden Light range, where new items in the collection are constructed with lightweight, FiberComp and anti-corrosion materials to make gardening tasks easier and more enjoyable. New tools in the range include nursery tools, cutting tools, cultivators, leaf rakes, a weed puller, patio broom, forks, spades and a tree pruner.


New additions have also been made to the Fiskars’ Xact™ range, including leaf rakes, soil rakes, cultivators and nursery tools. “It is anticipated that the extension to the Garden Light and Xact™ ranges will provide additional business generating opportunities for Fiskars’ retail trading partners,” Georgina says. “For example, the lightweight tools in the Light collection offer retailers the chance to attract new groups, as Fiskars has taken into consideration the ages, stamina and strength levels of broad range of gardeners to create a comprehensive collection.


The new items in the Fiskars Light collection are constructed with lightweight, FiberComp and anti-corrosion materials to make gardening tasks easier


8 | www.gardencentreupdate.com


“Additionally, by building on the success of the Xact™ range, retailers can focus on an increased offering in the premium sector and significant new turnover opportunities.”


GCU January/February 2019


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