Cultivating customers

Although businesses that cater to gardeners will feel the pinch of a tough economy this spring they’ll also be carrying supplies for homeowners that just want to “cocoon”.

Instead of travelling or buying big ticket items, many residents will be staying home and beautifying their surroundings - supercharging patios, decks and outdoor living rooms.

Competition for the flower dollar is going to be stronger than ever and businesses that best cater to the customer will win.

As a former participant in the nursery business for many years, I appreciated some of this advice for 2009. Fellow gardeners, wouldn’t this be the ideal garden centre?

One that sends out an email alert or actually dials you up to warn you about frost and has roving garden centre employees who stop to leave a tag (with discount coupons) on the doors of exceptional gardeners in the neighbourhood.

A business that provides bowls full of water and doggie treats to welcome your four-legged friends. A place that has a suggestion box in a prominent location and gives a weekly prize for the best suggestion.

A friendly operation that provides assistance in the form of a personal shopper to help you choose appropriate plants (just call up first to book an appointment).

Live entertainment, say a violinist or guitarist, for special occasions and weekend afternoons

Partnering is one buzz word that garden centres would be wise to pay attention to. Turning your business into a “destination” is more possible when forces are combined.

For example Jewell’s Country Market in P.E.I. offers customers a greenhouse, a country market, a garden centre, a bakery, a gift shop and ice cream stand – all in one location. Another example is Masstown Market in Debert which has a deli, restaurant, produce and grocery section, gift shop and visitor information centre.

Last fall I marveled at Brunswick Nurseries diversity near Quispamsis, New Brunswick. Here, youngsters can feed Buster the Horse, Kiwi the Donkey, Porky the Pig, and many other farm animals. There are lectures, coin treasure hunts on nature trails, barbeque events, and five acres of chemical free plants.

Look for, and expect, more perks and pleasant surprises at your local garden centre this spring.