Promotional material boosts sales by up to 300 per cent

By Kris Collins Ball Colegrave claims sales of container bedding plants have jumped by up to 300 per cent at garden centres that are using a promotional system adopting US marketing principles. The seed and young plant supplier has tailored its Simply Beautiful point-of-sale (PoS) promotion to suit the three-tier benching system from young plant supplier KinderGarden Plants, which is used by many UK garden centres. Once the young plant season tapers off in April, retailers swap the Kinder PoS material for the Simply Beautiful material. Ball Colegrave also provides growers with branded pots, which work in line with the promotion. Marketing manager Stuart Lowen said: “We have learned from the US what consumer buttons to press. We needed to know what plants consumers want. Working with a grower and retailer group defined consumer needs.” A pilot run of the system, which will include 100 plants next year, saw retail values increase by up to 20 per cent per plant. Participating retailer Heighley Gate Garden Centre in Northumberland saw good results. Nursery supervisor Christine Forsyth said: “The colours and vibrancy of the backboards made for a really eye-catching display. The pots made the plants look extra-special.” Ball aims to bring value back into the market, not just for retailers but also for their suppliers. It encourages participating retailers to share the benefits of the system with growers by paying a higher pot price per plant, aiming to create a win-win situation for everyone.

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