Turn a pottery profit with a 'potting sister'

In a “want” industry, it’s your job to create a consumer “need.”

When customers walk into your store, you want them to exclaim, “I need that!” The million-dollar question is how do we do that? The answer, creative merchandising.

When it comes to pottery and containers, the key to sales is in store presentation. Karen Brown, designer and half of the Potting Sisters duo based in Kingston, Wash., has developed a plan to help independent retailers take a merchandising stance against the generic box stores.

“When merchandising pots the idea is to tell a story,” Brown said. “Romance the customer with the idea of containers and decorative pottery in their home.”

She outlined a few ways retailers can create a must-have container display.

Know your merchandise

Be aware of the merchandise for each new season. Mentally create designs and groupings before the pots hit the floor.

“The most appealing presentation is consistent,” Brown said, “Like styles, such as terracotta, contemporary, or similar color groups, will create an easy to shop display.”

Brown also suggests mixing and matching styles that complement each other in display gardens, because you don’t always have to have a set of three matching pots on your patio.

Tell a story

“When you group pots in a display garden, tell a story,” Brown said. “Take your customer to the Mediterranean, tell them a love story or let them enjoy the quiet beauty of a rustic garden.”

The story your displays tell will encourage the customer to recreate that look in their own home. Planting containers with colorful plants and foliage will spark the gardening fire and get people thinking about what they can use in their pots this season.

“A good selling point for container planters is that they are year round gardens and are easy to plant and maintain for winter to summer color.”

Give your customer a nudge in the planting direction so that when they make their pot purchases, they are already planning their plants and foliage. From a colorful perennial container, to early spring bulbs, or a tasty herb garden, don’t let the customer forget how much fun they can have with their containers.

Creatively place displays

Upon entering your store, customers should see some of your best pots. Beautiful glazed, terra cotta or unusual shaped pots should be featured in the foremost part of your store. Grouping your pots close to the entrance reminds people of your merchandise, no matter what may have brought them through the door.

Then let your customer visualize pots displayed in other areas of their home. “So many people think that pots are strictly for entryway but they can add a lot of dimension and interest to your home gardens,” Brown said. “For example accenting perennial beds, or beautifying patios; you have more planting flexibility.”

Include a lawn chair, tables and maybe an arbor or metal screen for privacy and rustic ambiance. Urn pots that work well alone as decor can be used throughout the store and nursery.

“Make your customer aware of their options by stacking a few different sized pots together in a display, most likely they will buy more than one for that effect,” Brown said.

Detailed signage

Pots are heavy and often uncomfortable to move. Be sure to remind your customers that you would be happy to assist them with clear signs. If you offer delivery or other services include a small, eye-catching sign that communicates your message, encouraging purchasing and alleviating concerns.

“Signage helps a customer make their decision,” Brown said. “Use your signage to differentiate your pots from the box stores.”

It’s OK to brag about your weather resistant, handmade quality pots. “Continue telling that story in your signage,” Brown said. “If the pots are handmade in Mexico or imported from Thailand, tell your customer. It adds to the allure of the pot and makes the price tag well worth it.”

The story is the difference between handmade and mass produced merchandise; that is the reason your customers shop at an independent, give them the full experience.

Pots have so much potential in the home: for use for year round gardening, water containers, and so much more. Employ all these throughout your store to highlight great ideas for consumers to translate in their homes. Keep customers aware and educated about your products and watch that turn into sales.

For more: Karen Brown, Potting Sisters, (360) 297-4799; www.pottingsisters.com.

- Amanda Murdock

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Amanda Murdock is a freelance writer and garden center marketing director at Peninsula Gardens in Gig Harbor, Wash. She can be reached at aleighmurdock@gmail.com.

May 2008