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Events will increase your takings…ask Scotsdale
Learn from the best - so the saying goes – and taking your biggest ever weekend of sales BEFORE the good weather kicked in is a sure sign that Cambridge-based Scotsdale Garden Centre is doing a lot of things right.
You’ve got to give customers the excuse to spend, Scotsdale marketeer John Ashley told GrowRetail. “Customers love events.” And a packed events calendar has delivered a landmark double with record takings.
A Buy One, Get One Free weekend promotion of pots, plants and compost at the end of April brought best-ever weekend till receipts of £200,000, followed closely with their best single day takings this May Bank Holiday Monday of £120k.
If retail is detail, then Scotsdale has it in droves throughout. Take a look at some of their display ideas below and on page 2.
Customers love events – agree or not?
Brilliant plants, beautifully presented – both ready-potted and A to Z - all with benefits highlighted, and link sales like compost, baskets, feed or props close by.
“We achieved our biggest ever weekend sales of £200,000 with a Buy One, Get One Free weekend at the end of April promoting plants, Apta pots, and Miracle-Gro compost.” (see Poster left)
Like many centres, the start of the year, and Easter in particular, was very difficult for Scotsdale. But a series of special weekends and events is now increasing footfall, profile and size of basket.
Note the Greatest Awards entry forms partially filled out for customers.
Herbs in every shape and size stretch away, but Scotsdale never miss an opportunity for a natural link sale – here it’s a big, bright Wolf display stand with NEW herb scissors just waiting to be snapped up. Compost beneath the immaculate displays is a given.
That events schedule drives footfall – with new furniture being showcased on May 17/18, children’s gardening days planned, along with Summer Jazz evenings and a week-long focus on furniture on June 27.
