LANDSCAPING
T
he outside landscaping display area at Kent Blaxill’s Colchester branch features around 60 products laid on the ground, with even more available once
the products display boards from suppliers such as Marshalls and Tobermore are taken into account.
Having an up-to-date display creates opportunities to upsell to higher value products, once customers get the idea of differences they are looking at, Pannell says. “Our display highlights the latest products available including natural stone, porcelain and limestone paving. Working with our key supplier partners - Global Stone, Marshalls and Tobermore - we have displayed the best of core range sandstone and porcelain paving, available from stock and added value products which are available to order.”
The landscape display at the Colchester branch is a focal point for landscaping enquiries, with a dedicated sales team to guide customers through the choices available.
Pannell says that the features and benefits of different types of paving can be explained in a way that can’t be done with a catalogue or when buying online. “We present them with a display map which highlights the price per pack and per sq m, along with brochures to take away. “
The bulk of the 400sq m display area is products from Global Stone – headquartered just 15 minutes’ drive away – and Marshalls, and cover a range of popular finishes from Porcelain, Sandstone, Limestone and Slate to Clay Pavers and Decorative aggregates. Customers can visualise what things will look like in their gardens, as they can see it in situ on the display. It’s so important that customers can see the products laid out, Pannell says.
“Some paving products need to be shown in-situ to really be seen at their best. We’re so lucky that we have the space available and can augment the paving with lots of soft planting and loose aggregates. We try to make it as much like someone’s garden as we can,
March 2023 A supplement to builders merchants journal
so that customers really get a sense of the product and design possibilities.” It’s not a purely retail operation, nor solely for the trade, he explains, with a huge number of landscapers, contractors and homeowners amongst the customer base. “Trade customers send their end users to Kent Blaxill. We then take them on a journey to aid and assist them in choosing the products which will transform their gardens. This works for both parties as Kent Blaxill normally will get the sale and the trades person will get their time back from the selection process.”
The company uses open days to promote the landscaping area and work in tandem with suppliers usually in April or May. Last year’s days included working with Global Stone, Marshalls, Tobermore and Azpects. Pannell adds: “These are great days to meet customers – both the trade and retail element – around the displays to discuss up and coming projects, and if the weather is kind they always create a positive vibe which resonates for some time after.” n
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