garden heating and lighting


‘Consumers love stories and a sense of theatre’


Garden heating and lighting are enjoying their time in the sun, as consumers move entertaining friends and family outside


W


ith consumers increasingly taking the indoors into their gardens, heating and lighting products


have enjoyed growing attention – and sales. La Hacienda global merchandise manager Simon Goodwin comments: “We have seen sales of our outdoor heating products improve year on year – partly due to the growing trend to use the garden for leisure and entertaining. Kamados and pizza ovens are proven best sellers for us this season as consumers embrace the drier months by entertaining, eating and enjoying the garden. Overall sales of our wood- fired firepits and chimeneas have been very strong this season also.


“The garden is now viewed as an ‘outdoor room’ or an extension to an existing living space. Outdoor kitchens and alfresco dining is gaining popularity too, as it’s perfect for those that lack space in their kitchens or dining/living rooms – we can move entertaining friends and family outside. Favourable weather conditions, following what was a very cold and wet start to the year, have also helped lift sales in this area.” Smart Garden Products managing director Jonathan Stobart adds: “As the garden has become firmly established as an extension of the home, garden heating and lighting products are becoming increasingly popular.


“For anyone who also lacks space in their kitchen or dining room, the garden is the ideal place to entertain in the summer months so increasingly, these spaces are comfortably furnished, thoughtfully lit and heated. “Interior design has extended to exterior


design, and this can apply to all types of garden which can be spruced up to create an area which makes the most of your outdoor space.” Some of the key trends in the market are driven by changing garden habits. Simon notes: “Right now, lighting and heating are must-have garden features, while outdoor cooking will continue to grow in popularity, with dedicated spaces for entertaining becoming a central focus. Rather than just an empty yard or lawn, the garden is now viewed as an outdoor room or an extension to an existing living space. “Natural weathered looks are becoming


increasingly popular. Our Oxidised Firepits do well in keeping with organic and natural garden trends which we see growing year on year too.” Jonathan continues: “Trends come from many sources, for example big events like the Rio Olympics have influenced big tropical prints and plants, through to home interiors and back into the garden. However, we find that a wide range of designs and styles works


best – it’s all about choice for the consumer, whether it’s a stunning solar stake light, a stylish lantern or practical spotlight.”


‘The future is bright’


While consumer interest is growing, it is still important to inspire customers at point of sale. “Consumers love stories and a sense of theatre, and retailers should aim to inspire by creating solutions to the consumer in a very visual way,” Jonathan suggests. “In-store displays lend themselves to a creative, impactful message which can inspire consumers to replicate what they have seen in their own garden.


“Using props and imagery can really bring a display to life and make it easy to capture for posting on social media, from where many consumers get their inspiration. As so many garden centres are building their online audience, this is a quick and easy way to interact with consumers to show what is happening in store. These stories can then be backed up with blogs or news articles online.” Simon adds: “Sell the problem you solve, not the product. Demonstration in situ is a very effective tool in this regard. I can’t stress enough the importance of attractive POS and displays to highlight features and benefits to the consumer. We understand this, and very soon we will be announcing new effective and efficient merchandising and display services of our own to help our customers increase traffic, increase customer loyalty and ultimately increase sales.” With the right approach, there remains plenty


of opportunity in the future, Jonathan notes. “As consumers become more aware of the variety of products available for their outside spaces, we can see positive growth in these areas,” he says.


Simon adds: “Outdoor entertaining and cooking areas will continue to be a popular choice for those of us with limited space, as we can move entertaining outside. Even despite the unpredictable British weather, the UK is embracing the Mediterranean lifestyle, with sales of garden furniture, barbecues and accessories expected to grow by 3-4% annually.


Consumers are increasingly using their outdoor spaces for entertaining and socialising, and need heating and lighting products to help make the most of their gardens


12 | www.gardencentreupdate.com


“In the past year, sales of firepits and chimeneas increased by 74%, so the future is bright for La Hacienda in this sector.”


GCU July/August 2018


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