Scotts Miracle-Gro research suggests cutting stock-keeping units boosts sales

Scotts Miracle-Gro sales director Jeff Kwiatkowski has said garden centres saw a 10 per cent increase in sales after cutting fertilisers and chemicals stock-keeping units (SKUs) by 20 per cent.

Findings from a Scotts-commissioned shopper research project, carried out by Shopping Behaviour Xplained, suggested that 30 per cent of fertilisers and chemicals shoppers walk away without buying. It found that the average time spent considering whether to buy was 66 seconds for lawn fertiliser and 154 seconds for lawn seed. Scotts filmed 738 shoppers and interviewed 122.

Speaking at a recent Garden Centre Association conference, Kwiatkowski said this was a long time to spend for a low purchasing percentage and suggested cutting ranges by 20 per cent.

As a result of the findings, Scotts Miracle-Gro has undertaken in-store trials focusing on product displays and removing duplication.

GfK figures for garden centre product sales from August 2010 showed fertiliser spend at £18.5m, weed killer spend at £14.1m, lawn seed spend at £4.8m and lawn fertiliser spend at £12.3m. Category conversions from browsers to buyers were 31-41 per cent.

But Thompson & Morgan retail and marketing head Neil Sharpe said cutting SKUs would leave garden centres with reduced choice.

Research findings

- 42 per cent buy a product because it works.

- 13 per cent buy on price.

- 9 per cent said products were too expensive.

- 14 per cent said they did not understand labels.

- 80 per cent of shoppers entering centres are happy.

- 38 per cent of people bought lawn seed. They spent 154 seconds considering purchase.

- 35 per cent bought lawn fertiliser. They spent 66 seconds spent considering buying.

Shopping Behaviour Xplained

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