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Inspiration and orientation: Garden furniture at the POS

© Dinger’s Gartencenter Köln

How can garden furniture be effectively presented on the sales area in the era of the online trade? Industry experts see an increasing need for new shop concepts here and are convinced: Today attention is primarily aroused via content and emotion.

“Customers want solutions instead of problems,” stated Oliver A. Mathys. At last year’s spoga+gafa, the Dutch industry expert presented ideas for the design of sales areas for garden centres and DIY stores at the POS Solution Islands. Buyers and sales consultants were thus provided with new inspiration and concrete examples of implementation. Because there is a lot of competition especially from the online trade. “Today comparisons are made between the worldwide suppliers via social media and the Internet as opposed to the suppliers from round the corner,” said Mathys.

© Dinger’s Gartencenter Köln

Especially in the garden furniture section visiting a specialised dealer offers the customer both an orientation and inspiration. “The bricks-and-mortar trade has realised that it can distinguish itself from its online rivals in this respect,” said Stefanie Risse from Kettler. “The diversity in the garden furniture section is incredibly high and a personal consultation is thus correspondingly helpful,” the Director of Corporate Communications remarked. Catrin Dinger from Dingers Garden Centre in Cologne sees decisive advantages in the personal customer contact: “We try to score plus points in sales pitches by pointing out our advantages, i.e. specialised personnel, on-site service also in the event of complaints.”

© Dinger’s Gartencenter Köln

Against this background, nowadays the sales area is becoming more and more a place of information, animation and also a place of special experiences for the customer. It is no longer just about presenting groups of furniture – the emphasis is placed much more on how they are presented. Customers are to be given a vivid idea of how to furnish their “open-air living-room”. Hence, the POS retail areas often present complete furnishing solutions for the terrace or balcony together with the corresponding atmosphere. “In today’s era, in our opinion it is very important to use an atmosphere to catch the customers,” observed Catrin Dinger. “For us this means that we begin planning the garden furniture exhibition very early and put together a harmonious ensemble from the line-ups.”

© Dinger’s Gartencenter Köln

In addition to the furniture, the matching cushions, shade systems, lamps and table decorations are presented on the sales areas. The overall picture offers the customer an idea or inspiration for designing the terrace. Is the furniture group comfortable, design-oriented, practical or classic?: The deco is chosen to suit the look of the garden furniture. Explanatory POS materials, such as banners, displays or video presentations offer additional orientation. Being able to see, touch and try out the furniture in an emotional presentation – in addition to the personal consultation these are factors which the bricks-and-mortar trade can use to overtrump mail order companies.

© Dinger’s Gartencenter Köln

 

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