Last week we returned from a 10 day, 1,600 miles and 30 hours of diving trip out to the East Coast for the Association of Professional Landscape Designers (APLD) conference in Boston. We decided to drive out and tack a few days on the front and back to visit family, take the kids to New York City and visit Niagara Falls with the flexibility to make additional stops as we wished. We included in our itinerary a stop at Terrain in Westport, Ct. I have visited the Pennsylvania location during the fall when the store was between fall and holiday, but was excited to see their merchandising prowess during the summer’s abundance of plants. We visited on a Tuesday when the store opened, so had the ability to explore and photograph with little disruption.
You get the sense the store is set up more for the “do it for me” clientele than the home gardener, but there are great ideas for any gardening retailer for merchandising techniques. Throughout all areas there completed grab and go containers or examples for shoppers to request the same combo to take home.
CREATE COLLECTIONS. Terrain took advantage of “end-cap” displays similar to grocery stores in the rows of plants. They used it as an area to highlight different planting combinations, not just related to a specific species.
GOING VERTICAL. The play on height was used throughout the outdoor area. Very few products were placed on the ground, with most placed on tiered displays. The height brought plants closer to eye level and allowed more variety to be seen at one time. It also helped create gardening rooms and intimacy to the shopping experience.
CROSS-MERCHANDISE. Another key element was the cross-merchandising of containers with plant material and furniture. There were specific areas dedicated to containers, but in almost all plant areas, empty and planted containers were also merchandised.
VINTAGE & FOUND ITEMS: The display antiques synonymous with Anthropologie stores are also included through out the space. I was hoping for a bit more selection of the one-off items. They are still mainly used as visual props, however the best store for merchandising and selling antique items is Detroit Garden Works.
This is a place that would give anyone a bad case of ‘I want”.
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