POS & MERCHANDISING


INSPIRING CUSTOMERS TO INVEST IN THEIR OUTDOOR SPACE


Attracting customers into store and once inside, encouraging them to spend can be challenging depending on its situation. We asked Bents Garden & Home Centre to reveal some of its tactics.


with our seasonal themes but, unlike high street stores, they are set back from the main road so aren’t the most effective at attracting passing traffic,” said Bents marketing manager Anna Ellam. “It is our car park that is our shop window – the first thing that passers-by see – so we work hard to make sure it has a ‘wow’ factor. Our new roundabout featuring a stunning olive tree, signage and floral displays within the car park are all vital elements in attracting visitors to the store. “In addition, we use a combination


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of promotional strategies to attract customers. Our ‘Be Inspired’ privilege club, for example, is highly effective, as it allows us to communicate with our customers and target them with information based on their profile, informing them of events or products that will


ur window displays are very important and our team of visual merchandisers dress them to tie in


be of specific interest to them. “Further tactics include roadside signage, instore event promotion – to encourage return custom – and our Beautiful Gardens magazine. We are very active on social media, which allows for communication with our customers.


Specific messages “We ensure all our POS has a clear design, highlighting the cost and benefits of the products. Where possible, we will promote specific messages, such as new, local and exclusive products. We also have be inspired POS with specific member offers as well as designs, which include lifestyle images, helping to set the scene, helping customers to visualise the product in their own home. “The introduction of lifestyle images on our POS is proving very successful. It’s important to get the right image but we are looking to expand this concept throughout other areas of the store. “We take pride in our in store merchandising and POS and will


Bents ensures its POS material is visual and educational for those gardeners looking for a bit of extra help when choosing the right plants for their outdoor space


continue to ensure the quality is of the highest standard. However, we are aware of the growth in online purchasing, so are already introducing tactics to combine both. We often have additional products, such as outdoor furniture, exclusively available on our website, all of which we promote in store using POS.


In High-ticket items are supported by more detailed information, highlighting the key benefits 16 DIY WEEK 11 AUGUST 2017


addition, we have introduced QR codes onto some of our furniture


sets which allows customers to scan the code and purchase products online. “We have introduced new signage which provides an educational/informative message, such as our Plants for Purpose. Here we use our signage to help inform customers who may not usually shop for plants, helping them to choose the right plants for the right place in their garden.”


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