This bearish economy has damaged retail business across the nation, but grill sales continue to hold on. Some garden centers even say their grill sales are up from last year. Perhaps the rising emphasis on the “staycation” and outdoor living could be giving garden center industry members an upper hand in the fight to keep their heads above water.
The Bruce Company, based in Middleton, Wis., has caught on to this trend. They strive to make outdoor living a main selling point when it comes to grills. “We ask our customers what the biggest room in the house is. The answer is their backyard,” says Anne Devitt, visual merchandiser/buyer for the Bruce Company. “More people are staying home, and we weren’t sure how grill sales would go, but we are ahead of last year.”
Getting a Piece of the Action
For many garden centers, selling grills may lack appeal, especially with big box companies flooding the market. However, Dave Meder, general manager of Home & Garden Showplace, a division of True Value Company, says they have been encouraging their members to get into the grill business. “Selling grills is not a big investment, and it is important to test the category,” says Meder. Offering customers everything they need for outdoor living, including grills, is part of a complete garden center.
Getting started with grills does not require a large order. “One to show; one to go,” Meder says: He recommends starting small, with three or four models. Keep two of each model on hand, one on the floor and one in the warehouse. This minimizes the inventory investment and makes it easy for retailers to resupply themselves.
Making the Sale
When you decide to test the grill category, there are a few things sellers should know. Many customers, preparing to make a substantial purchase, are going to ask a lot of questions. They will want to know the pros and cons of gas, charcoal and electric grills. They will want to know what features each grill has, and they will want to know what kind of customer service will be provided after its purchase. Educate the sales staff so they are prepared.
Next, keep in mind that grilling involves a lot more than just the grill. Carrying a spectrum of grilling accessories can provide customers with a “one-stop shop” while enticing them to spend a little extra.
Don’t be afraid to get creative with accessories. Grill covers, fuel and cooking utensils are a must-have, but do a little more to inspire your customer. Offer cookbooks, grilling sauces and rubs. Create a visual display that will show your consumer all the joys a grill can bring. The Bruce Company — in the middle of Green Bay Packers country — creates a tailgate display incorporating different football memorabilia into its grilling exhibit.
Choosing Your Merchandise
When it comes to picking the right grills to sell, there is a lot to consider. Finding the right fit for you and your consumer can be complicated. Each customer will have a unique set of needs/wants, but there are some general categories that seem to be most popular.
Gas grills are the most popular: Charcoal still sells, and a few electric grills move every now and then, but gas is the overwhelming favorite.
Aesthetically, stainless steel is most popular but the introduction of the copper grill is stirring up some interest.
Although grills range in price — top-of-the-line grills can cost well over $2,000 — the mid-range grill around $700 seems to be the best seller.
When it comes to name brands, Weber is the best-known company, but there are dozens of other brands available. Trying to decide which to carry? The key is finding a company that can provide suitable service for both you and your customer.
Creating an outdoor kitchen can allow your customer to cook and entertain guests without being confined to the house. Provide your customers with everything they need to create their outdoor living space, starting with a grill and all the accessories to go with it.
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