DIY WEEK AWARDS 2023 WINNERS 2018
Retailer Support and Marketing Initiative Award While shopping habits may have changed in recent years, it’s never been more important to capitalise on every store visit to maximise your sales. With this goal in mind a large garden centre chain challenged Evergreen Garden Care to transform their commodity driven ‘straight’ fertiliser category, drive sales and implement a solution that would be rolled out across their entire estate. Our start point was renaming the category from ‘Straights’ to ‘Levington Soil Supplements’. Utilising our Levington heritage brand and taking cues from the food supplements sector we made the category more appealing and accessible to shoppers and gardeners of all abilities. We then used a combination of category management principles and educational POS to demystify the fixture and the products, clearly explaining what they are used for and highlighting the benefits provided by each product variant. The Levington Soil Supplements fixture and off shelf POS delivered against our objectives in three ways: Firstly, we clearly signposted the category to attract new shoppers to the fixture. We used high level category signage, in the form of hanging signs and fixture headers to make the category easier for shoppers to find. Secondly, we wanted to make the fixture simpler to shop and achieved this
Evergreen Garden Care
Finally, we wanted to engage with shoppers, encouraging
them to
interact with the display and ultimately help direct them to purchase the best product to meet their needs. To do this we utilised product highlighters to influence their buying decisions. The product highlighters emphasized the key benefit of each product, the ideal plants to use the product with and then went on to provide further education on ‘how to’ complete a common garden task and the other equipment you would need to complete that task. We also included a QR code that linked to a more in depth ‘how to’ video hosted on our consumer website
www.lovethegarden.com. When choosing EGC as the winner, the judges said: “This offers a fantastic retailer brief, addressed to perfection by the supplier, using insights and navigational point of sale to nudge shoppers into making a purchasing decision.”
through a combination of category management and POS. We completed a full range review enabling us to create a new look planogram that maximised space for best sellers, under the ‘All Round Nutrition’ sub category whilst ensuring there was still representation for the more niche SKUs within the ‘Precision Solutions’ sub category. This category segmentation was clearly displayed on headers and shelf strips and reflected within the range.
Garden Care Product of the Year Coco & Coir Houseplant Compost
A new 9L peat-free houseplant compost in a compressed coir block format. Highly competitive retail pricing versus competitive products. The first 100 percent coir-based houseplant compost with a six month
controlled release feed to keep houseplants healthy and fed for a whole season. All coir used in the product is Soil Association organic approved. Southern Trident offset all of the carbon created by shipping the coir from India.
The product has significant environmental benefits to other similar
products, it is environmentally sound, it is responsibly sourced (
responsiblesourcing.org.uk) and peat-free. It can be easily and cleanly stored in its unexpanded state in the cupboard by the consumer, no need for a shed to store. It is the only houseplant compost with a season long feed. As other manufacturers go peat-free all including wood-based
ingredients in their composts consumers are becoming very dissatisfied by the compost bringing Sciarid Fly (Fungus Gnat) into their homes (those annoying little black flies). Trials show that coir is far less susceptible to this issue vastly reducing this dissatisfaction. No peat was dug and no trees were chopped down to make this compost, coir is a waste by-product from the coconut bringing value and employment to deprived areas of India. This product has been designed to consider the full supply chain. As a
compressed block shipped in recycled and recyclable cardboard cases it moves through retailer warehouses and distribution systems with ease, less risk of damage and no split bags.
S6 DIY WEEK JUNE 2023
When is arrives at store whether standing up or lying down it merchandises easily and with clear messaging for consumers unlike bags which when laid down show no visual recognition of what the product is. Easy to carry home for the consumer, lightweight and clean. Easy to
store and then to use, just remove sleeve, open bag, add water wait two to three minutes, use, fold over the bag and reseal ready for use when needed. For online retailers the product ships easily and weighing less than 1kg is cost effective to ship. The judges said: “This is a clever product that not only offers
environmental benefits, but is also easy for consumers to handle, store and use.”
FINALISTS: Evergreen Garden Care – Leavington Peat Free John Innes Range Handy – Webb 19cm 20V Cordless Tiller Palace Chemicals – Langlow Wood Preserver – Highly Commended Southern Trident – Coco & Coir Houseplant Compost - Winner! J Newsome Tools – 9-in-1 Multi Function Knife – Highly Commended
www.diyweek.net
FINALISTS: DK Tools – Highly Commended Evergreen Garden Care – Winner! Home Hardware Southwest – Highly Commended Palace Chemicals STV International
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