Show & Tell: All in the presentation

When the owners of McKay’s Hardware in Holly, Mich., (http://mckays.doitbest.com/home.aspx) decided to open a pop-up garden center last spring, they tapped into two of their biggest strengths: an extensive selection of gardening hard goods, and the can-do spirit characteristic of independent retailers.
In keeping with the company’s bootstrap mentality, McKay’s decided to use supplies on hand to set up its green-goods area. With a little tinkering, cinder blocks and snow fence were turned into benches. An arrangement that owner Ken McKay admitted was decidedly “rustic.”

Before: McKay’s Hardware started spring 2010 with a block-and-board setup. Owner Ken McKay knew it would sell plants. But the look, he quipped, was definitely “rustic.”

After: A bench makeover allowed McKay’s to beautifully display more product during the peak season, and easily condense its offerings as demand tapered off.

Just before the spring rush began in earnest, a chance encounter changed McKay’s entire garden center venture. The plants on display caught the eye of Jerry Bennett from a neighboring business—SPC Retail (www.structuralplastics.com), the makers of Benchmaster merchandising systems. The folks at SPC Retail saw a case study in the making, and offered McKay’s a makeover.

“McKay’s was new to live goods,” said Harry Newton, director of sales and marketing with SPC Retail, “and the first thing Jerry did was a full opportunity assessment. He came back with a report with recommendations and opportunities. He showed how important it was to make a professional presentation—to give McKay’s credibility in the live-good business. It had to look legitimate and have curb appeal.”

The store quickly agreed to participate in this merchandising experiment. A few days later a team from SPC Retail convened at the store and replaced the block-and-board setup with a modular system McKay’s could expand and contract based on inventory and customer demand.

“Our original ‘rustic’ system was practical, inexpensive and would’ve sold plants,” said Ken. “But I’m sure the presentation that came across after the makeover was definitely much better. Do I think it helped us sell more plants? Sure!”
McKay’s is gearing up for a repeat performance this spring. The company ultimately bought the Benchmaster products, and will follow a similar merchandising formula for its green-good sales. Ken said they’ll continue to work closely with local growers to offer top-quality plants.

“Last year we had so many customers say ‘We didn’t know you were doing this!’” said Ken. “We’re getting the word out earlier this spring.”