Landscape and Irrigation is read by decision makers throughout the landscape and irrigation markets — including contractors, landscape architects, professional grounds managers, and irrigation and water mgmt companies and reaches the entire spetrum.
Issue link: https://read.dmtmag.com/i/412065
www.greenmediaonline.com Business Planning Guide November 2014 13 Superior merchandising can also help educate a shopper in a busy showroom if a salesperson is otherwise occupied. Multimedia elements on packaging or displays can also help boost the presence of products. Add audio, video or other interactive elements to POP to engage customers while they look and get a feel for products. At Briggs & Stratton, we're testing a wide range of technologies in our merchandising to make sure it's informative and helpful to consumers. Have tHe riGHt mix Your square footage may limit how many products you can keep in stock at one time, but it's important to carry a variety of products so your dealership isn't pigeonholed by a season or particular need. If lawn tractors fill your showroom floor and all trimmers, power washers, generators and push mowers are in the back or sparsely located in the rear of your store, it would be easy to peg your dealership as only good for one thing. This is great if all your customers are only looking for lawn tractors — but chances are they need more than that one product to keep their home and yard in shape. Along with a variety of products, offer a variety of prices. By carrying opening price-point, mid-market and premium products, you give your customers a chance to compare models and decide what works best for them. ConsistenCy is key Whether it's to do some browsing and check out the latest products or pick up a small part for a repair project, there's a reason every customer walks in the door. Make sure their search for solutions is as easy as possible by being consistent throughout the dealership. The best kind of in-store displays, signs and posters — and even the innovative products for sale — will solve a problem for the customer. To achieve consistency, check to see that all signage and displays match up with the messaging from vendors. Let's say the hangtag on a piece of lawn equipment says that it is "the best in its class" and "for serious users with serious needs" and recommends users purchase this item if they have more than the average lawn to cut. In the showroom, this item is physically located next to midrange or budget models, and none of the models it's located next to has this kind of language on its own hangtags. This placement would send a confusing message to the casual browser. Is this a top-of-the-line mower for a yard with a few acres to mow or for a small front-yard lot? Why does it seem to cost so much more than the other mowers that must be similar since they're grouped together? Customers may not have prior knowledge of what they're looking for when they walk into a dealership, and clear and simple information will get them pointed in the right direction. Grouping like models or brands together is one way to achieve consistent messaging between manufacturers and dealers that benefits the consumer. Go Beyond tHe store Even if you have a well-presented dealership, merchandising within a brick-and-mortar store can only go so far. Dealers can further their merchandising efforts once customers have left the store with messages about new products or specials on parts to a website and social media accounts like Facebook and Twitter. With a little effort, you can build a small base of interested consumers, thus extending the reach of your showroom so customers can "visit" from the comfort of their own homes. Grouping like models or brands together is one way to achieve consistent messaging between manufacturers and dealers that benefits the consumer. Lexington Outdoor Power Equipment in Lexington, Ky.