What can a fashion retailer from the clothing retail sector do in the gardening industry? I have been asked that question a number of times since Urban Outfitters announced it was coming into the stand alone garden centre industry.
In August I finally got the opportunity to get to Philadelphia and check out their first venture into the horticultural retail sector.
Someone had to move the goalposts, and Terrain at Styers’ has definitely done that. Before the company purchased the business, Styer’s was a traditional American garden centre which was looking the same way as many 1980’s traditional centres around the world. Terrain have not spent a lot of capital on the infrastructure, which did not surprise me, as they had not gone down this route in their clothing stores. What they have done is put modern lifestyle retail principles in the store and ….WOW…it is a breath of fresh air in horticultural retailing.
In Tune with their Consumer
Opposite Terrain there is a new Home Depot Garden Centre which had just opened when I visited the store, I visited there first. It was, as you’d expect, clean, modern and clearly targeting its consumer, but it lacked inspiration. I then drove across the street to Terrain at Styer’s. As soon as you drive into the parking lot you know you’re in for a different experience.
If the future of gardening is about nostalgia and back to nature with a modern twist, then this store has the magic touch.
I’m sure when the store was purchased the owners and shareholders did not realize they would be opening at such a difficult time in retailing in the U.S.A. But, for me, that could be the lucky stroke. They have a new concept and getting it right now bodes well for the future. In difficult times too many retailers are too afraid to dare to be different at the very time when they should. This means companies such as Terrain will have the edge over other stand alone garden centres.
Don’t Expect Glitz
If you’re going to Terrain at Styer’s expecting to see glitz, you’re going to be very disappointed. This journey is not about capital investment on retail fixtures. It is about taking existing buildings and making them work in a more effective way from a retail perspective.
When it comes to shop fixtures you will discover wooden crates, old benches, planks of wood and pallets converted into benches and it works exceptionally well. Departmental signs are screen printed on hessian and product signs on blackboards.
The result is you walk into the store and you instantly feel the stress of everyday shopping fall away, you slowly browse and discover what ideas are on offer.
Merchandising is done with their key target consumer in mind and it works, if anything on my visit I felt I was too old and the wrong sex. This company knows how to inspire 35 year old women, but that comes from their retail background of understanding consumers from their research of their other three brands. Coffee is part of the mix. I arrived for a meeting at the store with John Kinsella, the Project Manager early. I introduced myself and the team member’s response was “Go and have a coffee, our coffee is wonderful…..” and it was.
The coffee shop is located to the rear of the centre and if anything, in my view, it will need to seat my more people. But, the food offer is excellent. This business understands how important serving high quality local food is. If the consumer is to linger longer and viral marketing is to spread rapidly in the community, then the refreshment quality is essential.
We had problems finding a seat on a Monday lunchtime period, not many businesses have experienced that problem.
My Top Ten Ideas from Terrain at Styer’s
- The Departmental Signage. This is so innovative yet cost effective. The key is to replenish year so that it keeps looking fresh.
- The Car Park dividers. This starts the nostalgic look in the car park and sets the scene.
- The Teams Favourite Plant Car. So simple, but so effective. An easy idea anyone could use.
- The Merchandise tables. We all have old tables, but Terrain knows how to make them sparkle.
- The themed displays. Understanding the consumer and merchandising accordingly.
- Books displayed with products. Books are displayed throughout the indoor shop area, at key locations. This works far better than having a book department.
- Edible Containers. Mixing ornamental plants with edible plants, this is definitely the future.
- Using traditional buildings. Use traditional buildings effectively, they make excellent “theatres” for the plays.
- The Outdoor Stages. Many retailers are afraid to do outdoor stages. I have never understood why. They are essential, the consumer needs ideas.
- The Restaurant, food offer and coffee….probably the most important.
It is public knowledge that Terrain will develop into more stores and the brand will become more widely known.
If you are travelling to the eastern seaboard of the States, then this is the garden centre to put on your must see list. For the traveller, it is only a twenty minute drive from Philadelphia airport, but make sure you make time for a coffee.
John Stanley is an internationally recognised conference speaker and retail consultan. He has authored several successful marketing and retail books including the best seller Just About Everything a Retail Manager Needs to Know. John’s retail experience covers hands-on retailing in supermarkets, hardware stores, garden centres, farmers markets and drug stores. For more information on John Stanley and how he can help your business prosper and grow, visit his website www.johnstanley.cc
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