Garden centre customers need lawn reassurance says DLF

With last December officially the warmest month on record, and the wettest in more than a 100 years, the success of the lawn care category in 2016 will be affected as consumers return to their gardens with a degree of uncertainty, DLF/Johnsons Lawn Seed has suggested.

Consumer manager Guy Jenkins said: "We need to reassure garden centre customers that they can carry on investing in lawn care as normal.  There is bound to be more than a small amount of trepidation - especially in the north, in flood affected areas, and where there has been snow on the ground. 

"Other scare stories regarding cold weather yet to come may also have an effect, causing many customers to think much more carefully about when or even if they can start sowing.

He added: "During periods of consumer uncertainty like this, it's essential that problem solving products are pushed to the front of the shelf. 

Describing the company's Johnsons Lawn Seed's Any Time and the reformulated General Purpose, Tuffgrass, Quick Lawn and Quick Fix as "hero products to the consumer’s rescue", he advised retailers:

"There are many basic do's and don'ts considering the merchandising of your lawn care range. Do make it easy for customers to tell the difference between similar products, for example, by highlighting a product using visual recommendation, double facing products, and price promotions. Don't assume customers know how to care for their lawn, but don't condescend either – shop floor staff on hand with reliable product knowledge is ideal, and when they aren’t around, POS showing relevant advice can also be invaluable."

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