The response to our call for nominations for the second annual Merchandiser of the Year competition was overwhelming! Entries were coming in right down to the wire, and each nominee brought a unique perspective on merchandising to the table.
But in the end, it came down to the following three finalists, whose entries outshone the rest for their creativity and effectiveness. Read on for a glimpse into these businesses’ methods, and prepare to pick your winner in November!
Autumn Joy:
Hillermann Nursery and Florist
In Washington, Mo., 50 miles west of St. Louis, Hillermann Nursery & Florist has carved out a niche for itself as the destination for beautiful plant material. It moved from its original location — where it had been since 1951 — about eight years ago, but it’s still family owned and operated. In addition to the garden center, florist business and the largest nursery space in the county, Hillermann also offers full-service landscaping, irrigation and equipment sales.
But the staff is constantly working to create eye-catching displays that will draw in its customers, according to Hillermann employee Diane Overschmidt. And after the prime garden center shopping season is over, fantastic merchandising is even more imperative to attract drive-by shoppers and keep loyal customers coming back for more.
“Fall is an awesome time for nursery displays,” Overschmidt says. “And nothing screams fall more than pumpkins and mums. Add a splash of ornamental grasses, corn stalks, an arbor, some decorative pottery and a little imagination, and you will have an eye-catching display!”
During the month of October, the garden center celebrates an event they call “Pumpkin Pandemonium.” In addition to fall flair throughout the nursery, Hillermann also offers activities such as pumpkin painting, pansy planting and stepping-stone creation, which are popular with kids and senior groups alike, Overschmidt says.
Customers love the fall displays, and the activities and beautiful autumn plant material have made Hillermann a year-round destination in the community.
Plant Perfection:
DeWayne’s Home & Garden Showplace
DeWayne’s Home & Garden Showplace, Selma, N.C., is locally known for its extensive gift shop, stocked to the rafters with brands such as Vera Bradley, Crocs, Pandora jewelry and Webkins. An upstairs “attic” area also boasts a year-round Christmas shop with ornaments, figurines and other holiday accessories.
But outside the palatial gift shop is an equally impressive nursery area, beautifully merchandised with vignettes and high-quality plant material. “Customers want to see their options and how to use the various combinations of plant material together,” says marketing coordinator Marcia Woodall. “We are finding that our merchandising techniques are improving with time. Our display designers enjoy what they do, and it shows in their work.”
The nursery merchandiser often uses an attention-getting item, such as an unusual antique or a piece of statuary available for sale in the garden center, as the focal point of the outdoor displays, with plant material or pottery in coordinating colors set around it. This keeps customers looking for something new every time they come in and also provides opportunities for selling across all departments. Beautiful flowers and a great setting with plenty of space lend themselves well to great merchandising, but Woodall says it’s the dedication of DeWayne’s staff that really takes the store’s displays to the next level.
“Our merchandising team is truly a talented and versatile bunch who put their heart and soul into transforming our seasons.”
The Little Cottage:
Beaver Bark Gift & Garden Center
Located in Richland, Wash., Beaver Bark Gift & Garden Center moved to a new location in 2006. The center’s main gift area was an unstructured, open space that left very little room for creating vignettes easily or merchandising along walls.
Never one to accept physical limitations, owner Renae Bobbett enlisted the help of a local carpenter to build a small cottage in the center of the main sales floor. Once it was constructed, the Beaver Bark staff had a blank canvas at its disposal. The outer walls of the cottage were painted in neutral colors, so the sky’s the limit when it comes to picking products and color schemes for each changing display.
“Customers young and old alike are enchanted and unable to resist checking out its contents, in and out,” says Myko Bocek, Beaver Bark’s merchandiser. “Many times when new customers enter our store, gasps of incredulous surprise are often heard.”
The scene on the front porch of the cottage changes every month or two, often in conjunction with an upcoming holiday or the current season. Inside the cottage, small chandeliers — available for sale — dangle from the ceiling, which has been left mostly open to allow natural light in. Shelves along the walls hold high-end soaps, lotions and bath décor items.
Bocek loves the merchandising opportunities the garden center’s cottage has afforded: It allows them to cross-merchandise a diverse array of products, including plants, statuary, furniture and gifts.
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