Display and merchandising concept offers alpines boost

Lovania Nurseries has set up a new concept in retail plant display and merchandising that increased alpine sales by 200 per cent at one outlet.

The Lancashire-based grower is rolling out the display idea at The Garden Centre Group in Syon Park, London, and Notcutts Garden Pride in West Sussex.

Business development and marketing head Rick McKeever said: "This is a new display that has not been done before. It's there to create a shopping experience for the customer that they've not had before and will bring in a lot of inspiration and creativity for our products." In the five weeks a display has been at Garden Pride, sales were up by 200 per cent, he added.

The display at Syon Park features five elements designed to inspire gardeners to use alpines in a more creative way. They are an updated traditional rockery, quirky table with planted bowls, mono-planted floor, alpine shed roof and children's alpine garden.

McKeever said: "The garden centres have had a great reaction. They're a talking point and offer something for everyone that's not your traditional rockery."

Link sales of troughs, compost and gravel could improve if displayed next to the feature, he added, and simply displaying rows of plants on benches is "long gone" with a more creative concept now needed to inspire customers.

McKeever said garden centres can contact him at Lovania to organise a display.

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