Current Practices Utilized By Independent
Garden Centers To Extend The Profitable
CHAPTER I
Introduction
The bond between horticulture and humans is longstanding and all-
encompassing. We encounter plants daily, at home, at work and at leisure.
Our encounters include flowers in a garden, trees in the park, and fruits and
vegetables on our tables. We eat the products of horticulture. We enjoy the
beauty and benefits it provides and we live in an environment made better
by professional horticulture.
Horticulture is a vast global industry that involves everything from
nursery-plant growth to grounds maintenance, to retail production and sales.
The green has a tremendous economic impact on the United States.
According to Hall, Hodges and Haydu (2004), the green industry economic
impacts in 2002 for the United States were estimated at $147.8 billion in
output, 1,964,339 jobs, $95.1 billion in value added products, $64.3 billion
in labor income, and $6.9 billion in indirect business taxes. For the
wholesale/retail sectors, total output impacts were $55.5 billion,
employment impacts were 910,104 jobs, and value added impacts were
$35.5 billion (Hall, et al., 2004). In the United States lawn and garden stores
were second to landscaping services in employment at 347,916 jobs and
$14.8 billion value added products (Hall, et al., 2004).
Retail horticulture is a seasonal business in parts of the United States.
The retail sector of the green industry experiences highs and lows in sales
volume that is linked to the season and weather conditions. The growing
season for annuals and vegetable plants in West Virginia is approximately
from mid May to mid October according to the National Weather Service
Forecast Office (2005). The majority of gardening done by the typical
consumer is usually completed during this time because vegetables and
annuals will have completed their growing cycles. Other states in the
Northeastern part of the country experience similar growing seasons. West
Virginia and its five surrounding states (Maryland, Pennsylvania, Virginia,
Kentucky, Ohio) are in United States Department of Agriculture hardiness
zones five, six and seven (Aker, et. al, 2005). These zones indicate the
average annual minimum temperatures in these areas. The average annual
minimum temperatures are as follows: zone five: -20° to -10° F; zone six: -
10° to 0° F; zone seven: 0° to 10° F (Aker, et. al, 2005).
As the frenzy of planting season fades and temperatures rise, it is
challenging to lure customers back to the garden center (Gilmer, 2006). It is
common in many areas of the country for retailers to see vigorous spring
sales, then have business drop off until it’s time to sell fall mums, pansies
and ornamental kales and cabbages (Cohen, 2003). When late spring is
bright and blooming, the urge to plant afflicts those who love the outdoors,
but the heat and fatigue factor of late July and August is undeniable (Gilmer,
2006). After the first month or two of summer when the weather is hot and
dry, people don’t spend as much time in the garden and plant sales tend to
drop off. Cohen (2003) also noted,
Homeowners seem to have grasped the slogan, ‘Fall is for
Planting,’ as well as realize that autumn is the time to plant
bulbs for spring. But somewhere between mid-June and late
August plant sales can decrease noticeably. During this down
time garden centers have to be creative in getting customers to
come back for more. (p. 22)
Another reason for this seasonality is that the hot and dry periods
in July and August are not the best time to plant trees and shrubs.
Gilmer (2006) agrees that “Planting during high temperatures does not
result in happy, healthy transplants” (p. 19). The Better Homes and
Gardens New Garden Book recommends staying away from the hot
summer months when planting trees:
The best time for planting trees varies widely by location. In
areas like California, you can plant trees anytime during the
cool and rainy winter season. Coastal areas of California,
Oregon, and Washington are bathed in moisture and trees can
be planted in any season except summer. In the far North,
where brutal winter conditions prevail, planting is best done in
early spring as soon as the soil can be worked. In the Southeast
and along the Eastern Seaboard, plant in early fall. In the
Northeast, September and October are prime months for
planting. In the mid-Atlantic states, October and November are
best. In the Southwest, planting may be done well into
December and almost anytime during winter along the Gulf
Coast. In the southern Plains, plant either in early spring or
autumn. Autumn and early winter are the best times to plant trees
in Texas and the desert Southwest. (Aker, et. al, 2005. p.85)
Also, many retail customers are not “hard-core” gardeners and do not
garden during these hot and dry periods. For these reasons as well as others,
many retailers nationwide tend to lose their edge during this six- to eight-
week period of the summer (Cohen, 2003). Losing edge in a retail business
can be devastating. Losing edge means losing customers to competitors
during any down time and may mean losing them for good. It is important
for garden centers to keep the business interesting during these critical
seasons so customers are attracted to return to the store repeatedly.
Garden center retailers can do one of two things to solve this
seasonality problem. The first is to cry, “Woe is me” and roll out a different
sale every week (Cohen, 2003). The second is to sit down with the key
players on staff and ask for thoughts on how to increase sales (Cohen, 2003).
Garden centers must find ways to adapt their enterprises to extend the
profitable season in order to have a higher profit margin. Gilmer (2006)
states that “Every garden center’s dream is to keep the spring traffic moving
more evenly throughout the year so costs and cash flow do not suffer
seasonal disparity” (p. 18).
Some garden centers may choose alternatives to extending the season.
They may decide to shut down for an extended period of time in order to
save on labor costs, utilities, etc. If garden centers do not find a way to
profit by staying open in the winter or the “off-season,” where will
customers go for products they can’t find at “big box” stores such as Wal-
Mart or Lowe’s? For example, many of the “big box” stores do not stock
lawn and garden chemicals, house plant food or planting media year round.
Not only do most independent garden centers stock these products year
round, they are an excellent place for customers to shop for other gardening
needs and gain important knowledge on plants and gardening as well.
Problem Statement
What measures do independent retail garden centers take to extend
their profitable season beyond the spring and early summer months? What
are the current practices prescribed by owners/operators of these enterprises
to increase their profits? These garden centers must market themselves to
consumers as year round suppliers of garden and outdoor living needs in
order to succeed. In order for independently owned garden centers to stay in
business, they must make their store the “go to” place for plants, gardening
accessories and products associated with outdoor living.
Purpose of the Study
The purpose of this study was to identify the measures that
independently owned retail garden centers subscribe to extend their
profitable season beyond the spring and early summer. By identifying
profitable practices used by garden centers in the United States, the retail
horticulture industry will benefit from increased profits and more
employment opportunities. The entire green industry will also benefit from
the increase in retail sales. The demand for plants, planting mediums and
other garden accessories will have to increase to keep up with the retail
sector. The manufacturing and production of plants, mediums and
accessories will create more jobs and more money in the economy.
Objectives of the Study
The objectives for the study are reflected in the following research
questions:
1. What measures are currently being practiced by garden centers to
extend the profitable season beyond the spring and early summer?
2. What companion products do garden centers sell to extend the
profitable season?
3. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in raising profit margins?
4. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in returning customers to the garden
center?
5. Which techniques are retailers most likely to incorporate in their
current operation?
6. Is shutting down the garden center for an extended period of time a
realistic option?
Limitations of the Study
This study was limited to independent retail garden centers that were
registered members of the Ohio Floriculture Association as of November
2006. Only members residing in West Virginia, Ohio, Maryland,
Pennsylvania, Virginia and Kentucky were included in the study.
Definitions
Garden Centers-Establishments primarily engaged in selling
containerized trees, shrubs, other plants, seeds, bulbs, mulches, soil
conditioners, fertilizers, pesticides, garden tools and other garden supplies to
the general public and where no trees, shrubs or plants are grown on the
premises (City, 2006).
Green Industry-comprised of a variety of businesses involved in
production, distribution and services associated with ornamental plants,
landscape and garden supplies and equipment (Hall et al., 2004).
Horticulture-the science and art of growing fruits, vegetables, flowers
and ornamental plants (Mish, 1997).
CHAPTER II
Review of Literature
Customers are the most important part of any retail business. In order
for a business to be successful by any means, customers must frequent the
location. Stores that have lasted through the decades have set a merchandise
niche for themselves and overtime have changed customer shopping habits
(Weisher, 2006). Garden centers today must shape customer shopping
habits to keep shoppers returning to the store throughout the year.
“The single most consistent factor in the entire retail equation is
the customer. Everything may change. Cycles may come and
go. Prices and geography have less to do with customer habit
than an innate and intuitive sense of what they like. Projecting
an image that clearly spells out who you are and what you
represent is the singular issue to customers. You must en-
compass signage, lighting, color and display to create a lasting
impression the first time customers see you. Their perception of
your position in their lives—from necessity to frivolity—is
guided by their instant visual evaluation.” (Weisher, 2006, p. 12)
Consumer trends affect the success of a retail horticulture business.
Retail garden centers sell luxury. The items purchased at garden centers are
not life’s essentials. They are life’s extras (Sharpton, 2005). Retailers must
know who they are selling to and what it is that the customer wants in order
to make the highest profits.
Retailers can do a variety of things to increase sales of plants throughout the
year.
There are many factors involved in merchandising plants (Williams, 1975).
The first is to grow and or sale quality plants which are packaged in neat
containers and attractively displayed. Quality is one of the best sales
techniques. Customers will return repeatedly for quality merchandise and a
successful business is supported by repeat customers.
The interior and exterior of the store should be appealing to customers
as well. The aisles should be wide and the store should have a convenient,
symmetrical layout (Behe et al., 1994). The merchandise should be properly
displayed and clearly priced. The floor should also be kept neat and clean to
promote a positive atmosphere (Behe, Pfahl, & Hofmann, 1994). It is very
important that the customer has a positive image of the store.
One way for the grower to help extend the selling season is to plan
sowing and transplanting dates so that plants will be available for sales to
early customers and to late customers as well as for midseason sales
(Williams, 1975). Another way to increase sales is by selling companion
items such as fertilizer, tools, pesticides and other gardening needs.
Customers tend to buy everything they need where they get their plants
because they like one-stop shopping.
Some retail garden centers experience limited success extending
annual sales into the summer and expanding sales in the fall; however this
does not have to be the case (Hamernik, 1997). Experts on the matter have
made suggestions to improve the success rate of extending the season.
Suggestions include: landscaping with plants around the
establishment to promote your product, providing large display plants to
show mature specimens and ideas for combinations, providing plants for
public garden displays and shows, providing seminars on a local basis and
pursuing a broad customer base. (Hamernik, 1997)
A problem that is prevalent in all retail operations is customer
education. Horticulture is perhaps the most important industry where
businesses should educate the consumer. Choosing the right plant and
caring for it once it is installed can be much like choosing and caring for the
right pet. One thing that garden centers can do to educate the consumer is to
hold seminars informing the public on important topics.
The garden center should start by educating employees. It may seem
bothersome to garden center employees to answer basic customer questions.
“But the more information novice gardeners and landscapers have, the more
likely they are to be successful with their plants—and success generates
enthusiasm about planting, which, in turn, generates future purchases.”
(Fornari, 2005 p. 24) Employees in the garden center must be able to assist
customers properly when asked for advice. It is important to hire employees
with gardening or landscaping experience when possible. It is also a good
idea to send employees to trade show seminars to expand their knowledge
(Fornari, 2005).
A perfect time to hold seminars for customers can be the summer,
winter or any slow time. Interesting and helpful seminars will help bring
customers to your location. Cohen (2004) notes that “An educated customer
buys throughout the entire season.” (p.23) Educating customers on how to
do something in the garden can be very rewarding to them as well as your
bottom line.
Some popular seminars that Cohen (2004) suggests include: how
to renovate an old garden or one you’re not happy with;
designing a new garden; learning to divide perennials; how to
plant summer bulbs; pruning for beginners; pruning roses;
renovating or improving your lawn;
designing water gardens or improving existing ones; how to
repot or divide aquatics; using summer flowers to make
beautiful arrangements; planting containers for fall; how to dry
herbs for flavorful cooking; cooking with herbs, vegetables and
edible flowers; how to garden without pain; maintaining the
garden in summer and fall; identifying pests and lighting
design. (p. 23)
Cohen’s (2004) favorite seminar topic is beginners gardening. As the
seminar name suggests, these customers are going to need you to start at
square one, covering topics such as kinds of tools, soil preparation and all
amendments. These topics could be split into two or three seminars, giving
retailers the opportunity to really demonstrate and sell products. Coupons
for beginners can offer an extra incentive to buy start up items (Cohen,
2004).
Educating consumers on even the simplest topics benefit your garden
center. Meghan Boyer (2007) explains the importance of not assuming your
consumer will know how to apply mulch once it arrives at their homes.
Garden centers should consider printing an instructional pamphlet for
customers who purchase mulch. “Instructions can include application tips,
problems to watch for and upkeep instructions. Make sure you warn against
using too much or too little mulch” (Boyer, 2007, p. 59). Well-versed
customers can lead to increased and even repeat mulch sales for the garden
center.
No matter how interesting seminars may be, for a lecture series to be
most successful, it must be well-publicized. Routine posting of events in the
store, printed handouts available at the cash registers and a calendar of
events in your newsletter augment advertising as well (Fornari, 2005).
Consider making education part of an employee’s job description. Having
someone on staff responsible for writing newsletters, copying handouts,
filling fact sheet dispensers and scheduling speakers will ensure education
plans are coordinated and well executed (Fornari, 2005).
Although bringing customers to the garden center to educate them
seems to be the most brilliant approach, giving customers something to take
home can also be a great idea. Handouts available in the garden center on
most frequent topics of question can be a great asset to the customer and the
garden center (Fornari, 2005). If employees don’t have time to spend with
every customer, they can refer them to a handout on the topic.
Newsletters can also be helpful to the customer. Frequently asked
questions and seasonal dilemmas can be addressed in a company newsletter
(Fornari, 2005). This publication can also contain ads and promotions of
special events at the garden center. Fornari (2005) also suggests setting up
an information station to display handouts, newsletters and in-store reference
books.
Another great way to extend the gardening season is to focus on plants
that show their beauty in seasons other than spring and summer. Offering
plant materials throughout the year will ensure your customers know they
can garden all year long instead of just in the spring. Gilmer (2006) believes
that autumn is the most counterintuitive gardening season. Customers are in
back-to-school mode or settling into hibernation for the winter, however
some species of plants fare much better when fall planted. Maples and
burning bush virtually sell themselves in this season. Asters, ornamental
grasses and cultivars from the genus Hydrangea are great late blooming
flowers. “With the entire winter and wet spring to adapt to native soil and
spread outside the nursery-container-sized rootball, the plant becomes
established and drought resistant sooner in its lifespan.” (Gilmer, 2006, p.
19)
To help brighten up a dreary winter, try stocking some plants that
work well for interior holiday décor and living gifts. Though the ground
may not be workable, the container market thrives during the winter months.
“Topiaries large and small are in high demand now, particularly conical
shapes and the spiral cut junipers that make hauteliving Christmas trees”
(Gilmer, 2006, p. 19). Gilmer also notes one benefit of coniferous
evergreens is their cold tolerance, which makes for outstanding entry accents
and potted terrace displays throughout the winter and can become permanent
focal points in the outdoor garden come spring. Some great varieties are
blue spruce, golden arborvitaes and exotic threadleaf junipers (Gilmer,
2006).
Bonsai specimens are an aesthetic choice and make great gift items as
well. Winter stock will consist mainly of coniferous evergreens which are
affordable and readily available (Gilmer, 2006). Offering a “make-a-quasi-
bonsai” class takes the mystery out of the uniquely pruned plants and sells a
lot of small-container evergreens, rocks, decorative gravel and pricey pots
during the slow season. Succulents are also a great plant to work into the
greenhouse during the winter season (Gilmer, 2006). Orchids can also help
diversify the product line in the garden center (Brooks, 2006). Orchids are a
popular trend among house plants and come in a variety of colors suitable
for every homeowner.
Garden centers can start off the spring season much earlier by adding
some naturally early blooming shrubs and trees. New improved varieties of
old-fashioned early flowering shrubs are readily available. Some popular
early spring bloomers are forsythia, lilac, willows and hellebores (Gilmer,
2006).
Spring bulbs can be a powerful force for turning casual seasonal
visitors into long-term customers. The reason is simple: Bulbs are easy to
plant and grow successfully (Caras & Ferguson, 2004). Even non-gardening
customers can enjoy gardening success by planting a small bed of bulbs.
After enjoying their colorful and inspiring display of tulips and daffodils,
chances are they’ll be back; ready to stock up on summer annuals,
perennials, pots, potting soil and other gardening supplies (Caras &
Ferguson, 2004). Making fall bulbs work for your store means creating
appealing and accessible displays and above all, having knowledgeable retail
personnel on hand to answer questions. New customers will have many
questions on the basics of planting and caring for bulbs.
Seasons and holidays offer garden centers the perfect opportunity to
draw customers to the location. Getting the customer to the garden center
once is the easy part, but getting the customer to return is the most important
and most difficult part.
Fall and Halloween are prime decorating times for homeowners. It is
easy for garden centers to cash in on pumpkins, fall mums, gourds and all
other fall decorating items. Often times these are combined with event
weekends featuring harvest themes, hayrides and refreshments. These
displays can really draw a crowd and are very nice profit makers at a time
when green sales are slowing down (Caras & Ferguson, 2004). Savvy
retailers know that many of these casual fall visitors aren’t really gardeners
—not their long term customers. Retailers also know that potential return
customers or wannabe gardeners are also in the crowd (Caras & Ferguson,
2004). The key is to spark an interest in gardening with these customers by
inviting them to such events.
“More and more, we find retailers tying their marketing strategy to
Halloween,” says Tom Holliday, president of the Retail Advertising and
Marketing Association. (Shoemaker, p. 15, 2003) Halloween is one of the
most lucrative holidays nationwide, bringing in approximately $6.9 billion in
retail sales. The National Retail Federation (NRF) says consumers will
spend roughly $44 per household on candy, costumes and decorations
(pumpkins and candles), with 18-34 year olds spending around $67
(Shoemaker, 2003). Other ideas for turning out customers are hosting a
haunted greenhouse and offering specials to customers in costume.
The color of a holiday marketing strategy or line of products can make
a world of difference. Almost everyone in America when asked about the
colors of fall would say oranges, reds, golds, browns, deep greens and black.
People say pastel pink, lavender, lemony yellow, bright green, fluffy white
and sky blue when asked about spring (Speichert, 2005). These color trends
explain the difficulty retailers sometimes have selling asters and pansies and
some colors of mums in the fall.
People grow accustomed to certain colors for certain times of the year.
Retailers must lead by example to change the way customers think. Try
planting a bed of asters and pots of pansies as part of your fall displays
(Speichert, 2005). “It’s just like going into any clothing store, I always buy
what’s on the mannequins, “ explains Matt Horn, co-owner of Matterhorn
Nursery Inc., Spring Valley, NY. “People buy what we have in our display
gardens…The more display gardens we put in, the more display gardens we
sell” (Landicho, 2003 p. 20). It may take a few years for customers to
accept and adapt to these color changes but it will pay off for you.
Christmas is a huge holiday for most garden centers. The typical live
and artificial trees, ornaments, wreaths, swags and other decorations are easy
to sell. But one business is stepping outside the box this Christmas. From
October until February Dan Combs and his staff install and decorate more
than 300 trees in homes and businesses in the Charleston, West Virginia area
(Childress, 2006). What was once a holiday family tradition has now
become a profit making adventure. Combs’ company has tree decorating
down to a science. It only takes about an hour to completely install and
decorate a 10-foot tree (Childress, 2006). Dynamic Displays works with the
customer to create a design and installation timeline that fits their business
and their needs. Combs’ also provides storage facilities for clients during
the off-season (Childress, 2006).
Garden centers often sell poinsettias to go along with Christmas trees
and other holiday decorations and gifts. A new idea in the Christmas
decorations market seems to have taken a lesson or two from the florist.
Painted poinsettias have been a success for the Matterhorn Nursery in Spring
Valley, New York and K&W Greenery in Janesville, Wisconsin (Calkins,
2006). According to head grower, Noah Schwartz, as many as 30 percent of
the poinsettias sold in 2005 at the Matterhorn were painted. “The most
popular colors were ice blue, tricolors, glittered red, snow and gold sheen”
(p. 34). It is tough to predict how long this trend may last but some retailers
are making it work.
If all else fails and customers are still not making routine visits to your
store, try establishing a loyalty program. A loyalty program gives customers
a real reason to return to the store. Kick off the loyalty program with a
special event and offer a discount that reward customers who sign up
(Shoemaker, 2003). Some people are “carrot chasers” and will do anything
to get a discount or special deal.
A loyalty program needs to be easy to understand and participate in.
Signs and brochures explaining the program displayed throughout the store
can also encourage customers (Shoemaker, 2003). Customers must be able
to comprehend the program before they will sign up and use it. At Corso’s
Flower & Garden Center, the loyalty program works like this; 10 points for
every dollar spent whether it’s on regular or salepriced items. Every time a
customer reaches 1,000 points, the get a $5 credit (Shoemaker, 2003). These
rewards could have dates of validity if a store wanted customers to return at
certain times of the year.
Attracting customers to a new or older garden center usually involves
stepping outside the box and getting creative. In order for garden centers to
compete with other major retailers, they must be in tune with consumer
trends and be willing to take chances. The garden center that is most
profitable will have some set backs and ideas that don’t always work.
However, the most profitable garden center will keep generating new ideas
and hard work and perseverance will pay off!
CHAPTER III
Methodology
Purpose of the Study
The purpose of this study was to identify the measures that
independently owned retail garden centers subscribe to extend their
profitable season beyond the spring and early summer. By identifying
profitable practices used by garden centers in the United States, the retail
horticulture industry will benefit from increased profits and more
employment opportunities. The entire green industry will also benefit from
the increase in retail sales. The demand for plants, planting mediums and
other garden accessories will have to increase to keep up with the retail
sector. The manufacturing and production of plants, mediums and
accessories will create more jobs and more money in the economy.
Objectives of the Study
The objectives for the study are reflected in the following research
questions:
1. What measures are currently being practiced by garden centers to
extend the profitable season beyond the spring and early summer?
2. What companion products do garden centers sell to extend the
profitable season?
3. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in raising profit margins?
4. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in returning customers to the garden
center?
5. Which techniques are retailers most likely to incorporate in their
current operation?
6. Is shutting down the garden center for an extended period of time a
realistic option?
Research Design
A descriptive research design was chosen for this study. According to
Ary, Jacobs, Razavieh and Sorensen (2006), “descriptive research allows for
the researcher to summarize the characteristics of different groups or to
measure their attitudes and opinions toward some issue” (p. 31). Descriptive
research allows for a wider scope of information to be collected from a
larger population, deals with real situation and allows for more specific
problems to be identified. The disadvantages of using descriptive research
are as follows: descriptive research has more superficial answers that are
collected, descriptive research demands a lot of time and money, lacks
external validity and may it may be difficult to obtain valid data
(measurement error is a problem). A questionnaire was used to collect
information on practices subscribed by independent retail garden centers to
extend the profitable season.
Population
The target population for this study was all independent retail garden
centers in the north-east region of the United States. The accessible
population for this study was all independent retail garden centers that were
members of the Ohio Floriculture Association (OFA) as of November 2006.
OFA is a member-focused national organization of greenhouse growers,
garden center operators, retail and wholesale florists, interior plantscapers,
green industry suppliers, students and educators. (OFA, 2006) OFA has
members in all fifty states and is a reliable source for information. Contact
information for members of OFA was readily available through contacts at
the association.
Based on the Krejcie and Morgan (1970) table for determining sample
size for research activities a sample population of 248 participants was
randomly selected using the Statistical Package for the Social Sciences
(SPSS). The random sample was reviewed to determine if all six states
involved in the study were represented. Sampling error was avoided by
using random selection.
Frame errors were avoided by obtaining an official list of the
independent retail garden centers that were members from the Ohio
Floriculture Association as of November 2006. Only one list was used for
the population. Evaluation of the member list was conducted to be sure
there were no duplicates that would result in a selection error. Measurement
error was avoided by insuring that the instrument was reliable and
valid.
Instrumentation
A modified Delphi technique was used to generate the questionnaires
for this study. The first questionnaire consisted of two questions designed to
gather information about the practices used by independent retail garden
centers to extend the profitable season. The questions were: (a) What are the
three best strategies, directly related to horticulture, that you use to extend
the profitable season of your garden center? And (b) What are the three best
strategies, NOT related to horticulture, that you use to extend the profitable
season of your garden center?
The statements from the first questionnaire were collected, compiled,
and sorted. The statements were used to construct the questionnaire used in
the second part of the study. The second questionnaire was used to measure
the opinions of garden center managers related to the effectiveness of the
suggested practices identified in phase one of the research. The participants
were asked to rate each practice using the following scale:
(4) Successful, (3) Moderately Successful, (2) Slightly Successful, or (1)
Unsuccessful. The second questionnaire also collected demographic
information including years of employment, annual sales, square footage of
the garden center, hours of operation and to which industry magazines
retailers subscribe.
Reliability. Reliability defines the trustworthiness of an instrument.
Internal consistency is concerned with the idea that single items in the
instrument converge to measure what the entire instrument purports to
measure. The split-half method was used to determine the internal reliability
of the instrument. The unequal-length SpearmanBrown coefficient was .51.
According to Robinson (1991) a criterion rating of .30 or better is considered
to have exemplary reliability.
Validity. Validity is an evaluative judgment of the extent to which an
instrument measures what it purports to measure. The validity of the
research was insured by the following steps. The instrument was revised in
detail by a panel of experts. The panel of experts consisted of two
agricultural and extension education professors and one horticulture
professor. The experts evaluated the instrument on its content validity to see
that it measured relevant content. The experts also evaluated the face
validity of the instrument. The experts determined the adequacy to which
the content was presented and at how the instrument was constructed.
Data Collection Procedures
The tailored design methods of data collection by Dillman (2000)
were followed in this research study. The first step in the data collection
process was to send a pre-card informing the subjects they would receive the
questionnaire. The second step was to make the initial mailing of the packet
including a cover letter, the instrument, and stamped self addressed
envelope. Each envelope was coded for follow-up purposes only.
Participants were asked to identify three strategies or practices used to
extend the profitable season of their retail garden center. A follow-up
postcard was sent to nonrespondents after the initial return deadline. One
week after the postcard, a second complete mailing was sent to non-
respondents. A follow-up postcard was sent after the second deadline to
non-respondents encouraging them to respond to the survey. The panel of
experts synthesized and combined the responses into 145 statements which
comprised the second questionnaire along with statements from the literature
review. The participants were asked to rank each statement on effectiveness
of extending the profitable season. The rating scale for each statement was
as follows: (4) Successful, (3) Moderately Successful, (2) Slightly
Successful, (1) Unsuccessful. The tailored design methods of data
collection by Dillman (2000) were followed in the second phase of the
research study. The first step in the data collection process was to send a
pre-card informing the subjects they would receive the questionnaire. The
second step was to make the initial mailing of the packet including a cover
letter, the instrument, and stamped self addressed envelope. Each envelope
was coded for follow-up purposes only. Participants were asked to identify
three strategies or practices used to extend the profitable season of their
retail garden center. A follow-up postcard was sent to nonrespondents after
the initial return deadline. One week after the postcard, a second complete
mailing was sent to non-respondents. A follow-up postcard was sent after
the second deadline to non-respondents encouraging them to respond to the
survey. Non-response error was assessed by comparing early and late
respondents because research has shown “non-respondents are often similar
to late respondents” (Ary, 2006, p. 439). Respondents were categorized
between early and late groups to compare their responses for any significant
relationships. Using this comparison allows the researcher to reasonably
assume that the respondents represent an unbiased sample of all who
received the questionnaire. (Ary et al., 2006)
Analysis of Data
Each member of the population was assigned a numerical code prior
to the initial mailing. This code enabled the researcher to document each
survey received and identify non-respondents. The code was destroyed
before the data was analyzed to protect the anonymity of the survey
participant.
The collected data were analyzed using the Statistical Package for the
Social Sciences (SPSS). An Excel spreadsheet was used for data entry.
Each variable in the instrument was assigned a numerical value. Descriptive
analyses including frequencies, percentages and means were used to
evaluate numerical data to allow for conversion into narrative form.
Use of Findings
The findings of this study will be utilized to determine the current
practices being subscribed by independently owned garden centers to extend
the profitable season. The results will reflect the opinions of garden center
managers on the effectiveness of these practices. The findings will be
provided to participating garden centers and other appropriate groups. The
results will also contribute to the body of knowledge on the continuing
challenges facing the retail sector of the horticulture industry.
CHAPTER IV
Findings
Purpose of the Study
The purpose of this study was to identify the measures that
independently owned retail garden centers subscribe to extend their
profitable season beyond the spring and early summer. By identifying
profitable practices used by garden centers in the United States, the retail
horticulture industry will benefit from increased profits and more
employment opportunities. The entire green industry will also benefit from
the increase in retail sales. The demand for plants, planting mediums and
other garden accessories will have to increase to keep up with the retail
sector. The manufacturing and production of plants, mediums and
accessories will create more jobs and more money in the economy.
Objectives of the Study
The objectives for the study are reflected in the following research
questions:
1. What measures are currently being practiced by garden centers to
extend the profitable season beyond the spring and early summer?
2. What companion products do garden centers sell to extend the
profitable season?
3. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in raising profit margins?
4. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in returning customers to the garden
center?
5. Which techniques are retailers most likely to incorporate in their
current operation?
6. Is shutting down the garden center for an extended period of time a
realistic option?
Findings
Phase I Questionnaire. The sample population (N=248) was
independent retail garden centers that were members of the Ohio
Floriculture Association as of November 2006 who resided in West Virginia,
Ohio, Maryland, Pennsylvania, Virginia and Kentucky. A total of 34
completed surveys were returned for a 13.7% response rate.
The following statements were collected as a result of the first
questionnaire and divided into three categories: Related to Horticulture, Not
Related to Horticulture and Other.
Related to Horticulture:
•Container gardens for all seasons
•Larger sizes for annuals and perennials
•Garden services
•Showcase what is "showy" each week
•Build and decorate a straw house
•Fresh cut Christmas tree sales
•Hand-made fresh wreaths, swags, centerpieces
•Live pumpkin sales
•Fresh cut flower sales for Valentine's Day
•Have plants in stock when blooming in nature
•Focus on perennials not found at other stores
•Plants that can be used for weddings or outdoor gatherings
•Fall mixed containers using cool weather plants
•Blooming plant displays
•Extensive landscaped gardens
•Dormant pruning maintenance
•Multiple smaller crops to ensure longer fresh supply
•Less or no roses
•Diversification-florist, greenhouse, garden center, nursery
•Growing your own products, allows for diverse product mix
•Landscape design and installation
•Cool weather annuals
•Herb topiaries
•Windowsill herb pots in stock in the fall
•Encourage fall planting of trees and shrubs using items in color at that
time of year
•Custom greens decorating for Christmas
•Sell perennials that bloom in August or September
•Begin selling plants earlier in the season by stocking earlier in covered
shopping areas
•Classes on preparing flower gardens for winter
•Classes on flowers that can be dried for indoor arrangements or wreaths
• Classes on drying and storing herbs for use in teas, infusions or for
cooking.
•Force tulips, daffodils and other spring flowers for early sales
•Sell seed potatoes, garden seeds, garden fertilizers and soil amendments
•Fall festival: pony rides, food, entertainment
•Perennial party: sales contest with 2 teams at garden center (black eyed
susans vs.
coreopsis crushers
•Fall container program-pot your own-free soil
•Spring container program-pot your own-we'll grow it until Mother's
Day-you pick it up
•Fall bulb seminar
•Canning supplies
Not Related to Horticulture:
•Expansion of hard goods
•Holiday sales
•Diversification of product lines that augment horticultural lifestyles
•Artificial Christmas Tree sales
•Ornaments, wreaths, outdoor displays, lights
•Snow blower sales
•Decorations for Easter
•Decorations for Thanksgiving
•Decorations for Halloween
•Decorations for Christmas
•Workshops/educational classes
•Participation in community events
•Autumn Fest with crafters, demonstrations by artisans
•Scare crow contest
•Petting zoo
•Corn maize
•Customer appreciation sale and celebration
•Snow removal
•Seasonally dated coupons
•Percent off sale events
•Neat and clean grounds
•Greet customers as soon as possible
•Quality merchandise
•Knowledgeable, stable staff
•Community outreach
•School tours
•Pre-season mailing
•Company website
•Speaking at garden clubs
•Water gardening products
•Email new product updates to customers
•Wildlife/bird feeding supplies
•Gifts
•Pet food and supplies
•Sell gift certificates at 20% off in slowest months
•Spend $50 get a free gift
•Offer extra stamps on loyalty cards in slowest months
•Custom Christmas decorating for customers
•Reduction of staff to match sales in the garden center
•Reduction of inventory levels during non-peak periods
•Raise prices on all plants
•Hire people who like people and not just selling plants
•Create a year round marketing program instead of seasonal
•Information on preparing outdoor furniture for winter conditions
•Classes on maintaining deck wood or furniture over winter
•How to maintain and preserve birdhouses and feeders
•Christmas decorating services: interior and exterior
•Offer local made crafts from area crafters
•Pot up bare root stock during winter months for spring sales
•Newsletters
•Website
•Farmers market and offer free space to vendors
•Arts and crafts show
•Christmas village: horse and buggy rides with Santa, hot chocolate
•Parking lot sale of giftware
•Free photos with Easter bunny and Santa clause
•Open house
Other:
•Owning apartment buildings near garden center
•Only open from Easter until end of June
•Good location
•Having a covered sales area for comfortable shopping
•Renovating houses for resale
•Only open in the spring and early summer months
A panel of experts was used to compile the statements as well as
statements from the literature review into ten categories of practices which
participants could rate on the following scale: (4) Successful, (3) Moderately
Successful, (2) Slightly Successful, (1) Unsuccessful.
Phase II Questionnaire. The sample population (N=248) for phase
two was independent retail garden centers that are members of the Ohio
Floriculture Association as of November 2006 residing in West Virginia,
Ohio, Maryland, Pennsylvania, Virginia and Kentucky. A total of 32
completed surveys were returned, for a 12.9% response rate. Ary, Jacobs,
Razavieh & Sorensen (2006) guiding principle to generalize the respondents
to the entire population is to determine the degree to which respondents
differ from non-respondents by comparing early and late respondents.
Thirty-two surveys were returned completed, 16 were early respondents and
16 were late respondents. Chi-square tests were done on the variables level
of education, gender, age and years of operation to compare similarities of
early and late respondents. The chisquare value of level of education was
1.38 (df = 3) and was not significant (α < .05). The chi-square value of
gender was 1.77 (df = 1) and was not significant (α < .05). The chi-square
value of age was 2.35 (df = 3) and was not significant (α < .05). The
chisquare value of years of operation was .168 (df = 4) and was not
significant (α < .05). Research has shown “nonrespondents are often similar
to late respondents” (Ary et al., 2006, p. 439). No significant difference was
found between early and late respondents. Therefore, the findings could be
generalized to the entire population of independent retail garden centers who
were members of the Ohio Floriculture Association as of November 2006 in
West Virginia, Ohio, Maryland, Pennsylvania, Virginia and Kentucky.
Because of the low response rate, the researcher elected to limit
generalizations to the garden centers who responded to the survey.
Demographic Characteristics of Respondents
Demographic data indicate that 19 of the respondents (59.4%) were
male, while 13 (40.6%) were female. The highest level of education of 14
respondents (43.8%) was high school diploma while the highest level of 14
respondents (43.8%) was a bachelors degree. Three respondents (9.3%)
held an associates degree while one of the respondents (3.1%) had a two
year post secondary degree. Six of the respondents (18.8%) were between
the ages of 30-39 years. Nine respondents (28.1%) were between the ages
of 40-49 years and 11 respondents (34.3%) were 50-59 years old. The
remaining six respondents (18.8%) were 60-69 years old. Of the
respondents two (6.3%) were certified horticulturists and 30 (93.7%) were
not (see Table 1).
Table 1
Demographic Characteristics of Respondents
N %
Gender
Male
Female
Level of Education
High School Diploma
Bachelors Degree
Associates Degree
Two Year Post Secondary Degree
Age
30-39 years
40-49 years
50-59 years
19
13
14
14
3
1
6
9
11
59.4%
40.6%
43.8%
43.8%
9.3%
3.1%
18.8%
28.1%
34.3%
60-69 years
Certified Horticulturist
Yes
No
6
2
30
18.8%
6.3%
93.7%
The number of years of operation for all garden centers were
identified by the respondents. Three of the respondents (9.4%) had been in
operation less than five years. Five of the respondents (15.5%) had been
open for 6-10 years while two garden centers (6.3%) had been in operation
for 11-15 years. Two (6.3%) garden centers had been in operation for 16-20
years and 20 of the respondents (62.5%) had been operating for 20 or more
years (see Table 2).
Table 2
Years of Operation
N %
Less than 5 years 3 9.4
6-10 years 5 15.5
11-15 years 2 6.3
16-20 years 2 6.3
20 or more years 20 62.5
Respondents were asked to identify the dates of operation of their
business. Eighteen garden centers (56.3%) were open year round. Two
garden centers (6.3%) were open during the spring and summer and closed
in the fall and winter. Twelve respondents (37.4%) listed other dates of
operation (see Table 3).
Table 3
Dates of Operation
N %
Open year round 18 56.3
Open spring and summer; closed fall and winter 2 6.3
Others (listed below)
Spring, Summer, Fall
March-Thanksgiving
Closed January & February only
Spring to Christmas
Closed Jan-April
Spring, Summer, Nov-Dec
March-November
April, May, June & Nov-Dec
12
3
2
2
1
1
1
1
1
37.4
25.1
16.7
16.7
8.3
8.3
8.3
8.3
8.3
Respondents were asked whether or not garden centers as a whole
should close during the winter and only be open for the spring and summer
months. Nineteen garden centers (65.5%) said no to closing for the winter.
Ten respondents (34.5%) said yes garden centers should be closed during
the winter (see Table 4).
Table 4
Seasonal Operation
Yes No
N % N %
Spring-summer Operation 10 34.5 19 65.5
The square footage of the garden centers responding to the
questionnaire was identified. Responding garden centers had an average
indoor square footage of 15,790.32 with a standard deviation of 21,157.78
square feet. The average outdoor square footage of the respondents was
42,509.50 with a standard deviation of 51,178.92 square feet. The minimum
indoor square footage for the respondents was 800 square feet and the
maximum was 80,000 square feet. The minimum outdoor square footage
was zero and the maximum was 200,000 square feet (see Table 5).
Table 5
Square Footage of Garden Center
Square Footage - Indoor
Minimum Maximum M SD
800 80,000 15,790.32 21,157.78
Square Footage -
Outdoor
0 200,000 42,509.50 51,178.92
Hours of Operation
Twenty of the respondents (64.5%) opened at 9:00 AM Monday through
Friday. Three respondents (9.7%) opened their stores at 8:00 AM, three
stores (9.7%) opened at 8:30 AM and another three (9.7%) opened at 10:00
AM Monday through Friday. Two garden centers (6.4%) responding to the
questionnaire opened at 7:00 AM Monday through Friday.
Nineteen garden centers (61.3%) opened their doors at 9:00 AM on
Saturdays and five garden centers (16.1%) opened at 8:00 AM. Three
garden centers (9.7%) open at 8:30 AM on Saturdays. Two of the
respondents (6.5%) opened at 7:00 AM on Saturdays and two (6.4%) opened
at 10:00 AM.
Eight garden centers (33.3%) opened at noon on Sundays while seven
garden centers (29.1%) opened at 10:00 AM. Five of the responding garden
centers (20.8%) opened their doors at 9:00 AM on Sundays and two garden
centers (8.3%) open at 11:00 AM. The remaining two garden centers (8.3%)
opened at 1:00 PM (see Table 6).
Table 6
Opening Hour
Open Monday-Friday Open-Saturday Open-Sunday
N % N % N %
7:00 AM 2 6.4 2 6.4 0 0.0
8:00 AM 3 9.7 5 16.1 0 0.0
8:30 AM 3 9.7 3 9.7 0 0.0
9:00 AM 20 64.5 19 61.3 5 20.8
10:00 AM 3 9.7 2 6.5 7 29.1
11:00 AM 0 0.0 0 0.0 2 8.3
12:00 PM 0 0.0 0 0.0 8 33.3
1:00 PM 0 0.0 0 0.0 2 8.3
Of the garden centers responding to the questionnaire two (6.4%)
closed at 5:00 PM Monday through Friday. Fifteen of the respondents
(48.4%) closed at 6:00 PM. Eight of the garden centers (25.8%) closed at
7:00 PM and the remaining six (19.4%) closed at 8:00 PM.
Of the garden centers responding to the questionnaire four (12.8%)
closed their stores at 4:00 PM on Saturdays. Thirteen garden centers
(41.9%) closed at 5:00 PM and 10 garden centers (32.3%) closed at 6:00
PM. Two garden centers (6.5%) closed at 7:00
PM and another two (6.5%) closed at 8:00 PM.
One respondent (4.1%) closed at 3:00 PM on Sundays. Four garden
centers (16.7%) closed at 4:00 PM and 13 garden centers (54.2%) closed at
5:00 PM. The other six respondents (25.0%) closed their garden centers at
6:00 PM (see Table 7).
Table 7
Closing Hour
Close Monday-
Friday
Close-Saturday Close-
Sunday
N % N % N %
3:00 PM 0 0.0 0 0.0 1 4.1
4:00 PM 0 0.0 4 12.8 4 16.7
5:00 PM 2 6.4 13 41.9 13 54.2
6:00 PM 15 48.4 10 32.3 6 25.0
7:00 PM 8 25.8 2 6.5 0 0.0
8:00 PM 6 19.4 2 6.5 0 0.0
Based upon the opening and closing hours reported by garden centers,
the total amount of hours open was calculated. Ten garden centers (32.3%)
were open for nine hours and six garden centers (19.4%) were open for 10
hours a day. Five garden centers (16.1%) were open for eight hours a day
Monday through Friday. Four garden centers (12.9%) were open for 11
hours while three garden centers (9.7%) were open for 12 hours a day. Two
garden centers (6.4%) were open for 10.5 hours while one garden center
(3.2%) was open for a total of 11.5 hours a day.
Ten garden centers (32.3%) were open for nine hours on Saturdays
while nine garden centers (29.0%) were open for 8 hours. Five garden
centers (16.1%) were open for 10 hours while three garden centers (9.7%)
were open for a total of seven hours on Saturdays. Two garden centers
(6.4%) were open for 8.5 hours. One garden center (3.2%) was open for 11
hours and one garden center (3.2%) was open for 11.5 hours on Saturday.
On Sundays, five garden centers (20.8%) were open for five hours
and another five garden centers (20.8%) were open for six hours. Four
garden centers (16.6%) were open for eight hours. Three garden centers
(12.5%) were open for seven hours while three garden centers (12.5%) were
open for nine hours on Sundays. Two garden centers (8.3%) were open for
three hours and two garden centers (8.3%) were open for four hours (see
Table 8).
Table 8
Hours Open Daily
Monday-Friday Saturdays Sundays
Hours N % N % N %
3.0 0 0.0 0 0.0 2 8.3
4.0 0 0.0 0 0.0 2 8.3
5.0 0 0.0 0 0.0 5 20.8
6.0 0 0.0 0 0.0 5 20.8
7.0 0 0.0 3 9.7 3 12.5
8.0 5 16.1 9 29.0 4 16.6
8.5 0 0.0 2 6.4 0 0.0
9.0 10 32.3 10 32.3 3 12.5
10.0 6 19.4 5 16.1 0 0.0
10.5 2 6.4 0 0.0 0 0.0
11.0 4 12.9 1 3.2 0 0.0
11.5 1 3.2 1 3.2 0 0.0
12.0 3 9.7 0 0 0 0.0
Practices Garden Centers Are Currently Using
Respondents were asked to express whether or not they were currently
using practices listed in the questionnaire at their garden centers. The
practices were divided into ten categories. Participants were also given the
chance to write in other practices not listed in the questionnaire.
Holiday Merchandise or Services. Twenty-two garden centers
(71.0%) were selling live pumpkins. Halloween decorations were being sold
in 21 garden centers. Twenty-one garden centers (65.6%) offered custom
made decorations (e. g. wreaths, swags). Nineteen garden centers (61.3%)
were selling Christmas decorations. Garden centers selling container trees
totaled 19 (59.4%). Christmas gift plants (e. g. poinsettias) were sold in
53.1% of garden centers (n=17).
Sixteen respondents (50.0%) said they were currently selling Easter
decorations. Balled and burlap trees were being offered to customers by 15
garden centers (48.4%). Easter gift plants (e. g. Easter lilies) were sold in 15
garden centers (46.9%). Fifteen respondents (46.9%) said they were
currently selling Thanksgiving decorations. Freshcut Christmas trees were
being sold in 14 of the responding garden centers (43.8%). Ten garden
centers (31.3%) sold painted poinsettias to customers. Eight garden centers
(25.0%) sold artificial Christmas trees. Fresh cut Flowers for Valentine’s
Day were offered by five garden centers (15.6%). Interior Christmas
decorating services were offered by five garden centers (15.6%). Exterior
Christmas decorating services were offered by three garden centers (9.4%)
(see Table 9).
Table 9
Practices Garden Centers Are Currently Using—Holiday Merchandise or
Services
Yes No
N % N %
Live pumpkins 22 71.0 9 29.0
Halloween decorations 21 65.6 11 34.4
Custom made decorations (e. g. wreaths,
swags) 21 65.6 11 34.4
Christmas decorations 19 61.3 12 38.7
Container trees 19 59.4 13 40.6
Christmas gift plants (e. g. poinsettias) 17 53.1 15 46.9
Easter decorations 16 50.0 16 50.0
Balled and burlap trees 15 48.4 16 51.6
Easter gift plants (e. g. Easter lilies) 15 46.9 17 53.1
Thanksgiving decorations 15 46.9 17 53.1
Fresh-cut Christmas trees 14 43.8 18 56.3
Painted poinsettias 10 31.3 22 68.8
Artificial Christmas trees 8 25.0 24 75.0
Fresh cut flowers for Valentine's Day 5 15.6 27 84.4
Interior Christmas decorating services 5 15.6 27 84.4
Exterior Christmas decorating services 3 9.4 29 90.6
Children’s Activities. Eleven garden centers (34.4%) allow children
to plant their own plants to take home. Pony rides were offered by four
garden centers (12.5%). Photos with Santa were offered by four garden
centers (12.5%). Four garden centers (12.5%) had petting zoos for
customers. Two garden centers (6.3%) offered photos with the Easter
Bunny to customers. Two garden centers (6.3%) offered a corn maze for
customers. A haunted greenhouse was presented by two garden centers
(6.3%). Two garden centers (6.3%) built and decorated a straw house.
None of the garden centers (100.0%) sold Easter pets (e. g. chicks, ducks,
bunnies) (see Table 10).
Table 10
Practices Garden Centers Are Currently Using—Children’s Activities
Yes No
N % N %
Plant their own plants to take home 11 34.4 21 65.6
Pony rides 4 12.5 28 87.5
Photos with Santa 4 12.5 28 87.5
Petting zoo 4 12.5 28 87.5
Photos with Easter Bunny 2 6.3 30 93.8
Corn maze 2 6.3 30 93.8
Haunted greenhouse 2 6.3 30 93.8
Build and decorate a straw house 2 6.3 30 93.8
Sell Easter pets (e. g. chicks, ducks, bunnies) 0 0.0 32 100.0
Advertisement. The newspaper was used by 25 garden centers
(78.1%) as advertisement. Twenty respondents (62.5%) utilized a company
website. Nineteen garden centers (59.4%) used the radio as a method of
advertisement. Fourteen garden centers (45.2%) sent periodic newsletters to
customers. Fourteen of the garden centers (45.2%) used television as a
method of advertisement. Ten garden centers (34.5%) recommended using a
year round marketing program instead of a seasonal program. Six garden
centers (19.4%) used emailing customers new product updates as a way to
advertise (see Table 11).
Table 11
Practices Garden Centers Are Currently Using--Advertisement
Yes No
N % N %
Newspaper 25 78.1 7 21.9
Utilizing a company website 20 62.5 12 37.5
Radio 19 59.4 13 40.6
Sending periodic newsletters to customers 14 45.2 17 54.8
Television 14 45.2 17 54.8
Using a year round marketing program instead
of seasonal
10 34.5 19 65.5
Emailing customers new product updates 6 19.4 25 80.6
Educational Seminars. Respondents were asked if their garden
centers provided the following educational seminars for their customers.
Fourteen garden centers (45.2%) gave seminars on gardening basics to
customers. Twelve garden centers (40.0%) educated customers on planting.
Eleven garden centers (36.7%) educated customers on plants that attract
birds and plants that attract butterflies. Pruning was a topic offered by 10
garden centers (33.3%). Ten garden centers (32.3%) educated customers on
cooking with herbs. Dividing perennials was a seminar topic at nine garden
centers (31.0%). Eight garden centers (25.8%) held seminars on preparing
gardens for winter. Seven garden centers (23.3%) educated customers on
plants that repel pests (e. g. deer, rabbits, etc.). The dos and don’ts of mulch
was a seminar topic at six garden centers (19.4%).
Customers were offered seminars on flower arranging at five garden centers
(16.7%). Seminars on drying and storing herbs were held in five of the
responding garden centers (16.7%). Four garden centers (13.3%) educated
customers on identifying diseases. Herbal health remedies was a topic for
seminars at four garden centers (13.3%). Three garden centers (10.3%) held
seminars on drying flowers. Identifying insect pests was a seminar topic at
three garden centers (10.0%). Gardening with out pain was taught at one
garden center (3.4%). Maintaining deck wood, maintaining outdoor
furniture, preserving birdhouses and feeders and using landscape lighting to
accent gardens at night were not used as seminar topics in any responding
garden centers (100.0%) (see Table 12).
Table 12
Practices Garden Centers Are Currently Using—Educational Seminars
Yes No
N % N %
Gardening basics 14 45.2 17 54.8
Planting 12 40.0 18 60.0
Plants that attract birds 11 36.7 19 63.3
Plants that attract butterflies 11 36.7 19 63.3
Pruning 10 33.3 20 66.7
Cooking with herbs 10 32.3 21 67.7
Dividing perennials 9 31.0 20 69.0
Preparing gardens for winter 8 25.8 23 74.2
Plants that repel pests (e. g. deer, rabbits, etc) 7 23.3 23 76.7
Dos and don'ts of mulch 6 19.4 25 80.6
Flower arranging 5 16.7 25 83.3
Drying and storing herbs 5 16.7 25 83.3
Identifying diseases 4 13.3 26 86.7
Herbal health remedies 4 13.3 26 86.7
Drying flowers 3 10.3 26 89.7
Identifying insect pests 3 10.0 27 90.0
Gardening without pain 1 3.4 28 96.6
Using landscape lighting to accent gardens at
night 0 0.0 31 100.0
Preserving birdhouses and feeders 0 0.0 30 100.0
Maintaining outdoor furniture 0 0.0 31 100.0
Maintaining deck wood 0 0.0 31 100.0
Services for the Community. Twenty-four garden centers (75.0%)
donated plants to public areas. Twenty-one garden centers (65.6%) donated
supplies (e. g. mulch) to public areas. Five garden centers (16.7%) offered a
local craft show to customers. Three garden centers (10.0%) offered farmers
market with free spaces for vendors to the community. Farmers market with
paid space for vendors was offered by one garden center (3.3%) (see Table
13).
Table 13
Practices Garden Centers Are Currently Using—Services for the Community
Yes No
N % N %
Donation of plants to public areas 24 75.0 8 25.0
Donation of supplies to public areas (e. g.
mulch) 21 65.6 11 34.4
Local craft show 5 16.7 25 83.3
Farmers market with free space for vendors 3 10.0 27 90.0
Farmers market with paid space for vendors 1 3.3 29 96.7
Services for Customers. Twenty-three garden centers (71.9%) custom
designed containers (e. g. hanging baskets, patio planters) for. Twenty-one
garden centers (65.6%) offered landscape design services to customers.
Landscape installation was offered as a service at 20 garden centers (62.5%).
Sixteen garden centers (50.0%) allowed customers to design containers that
the greenhouse would grow until a pickup date. Fourteen garden centers
(43.8%) offered pruning shrubs as a service to customers. Nine garden
centers (29.0%) offered water garden design for customers. Eight garden
centers (25.0%) offered rental plants for weddings. Pruning trees was
offered as a customer service at seven garden centers (21.9%). Five garden
centers (16.1%) installed water gardens for customers. Floral design for
weddings (e. g. corsages) was offered as a service by five garden centers
(15.6%). Two garden centers (6.3%) offered lawn equipment repair as a
service to customers. One garden center (3.1%) offered rental plants for
offices (see Table 14).
Table 14
Practices Garden Centers Are Currently Using—Services for Customers
Yes No
N % N %
Custom container design (e. g. hanging baskets,
patio planters)
23 71.9 9 28.1
Landscape design 21 65.6 11 34.4
Landscape installation 20 62.5 12 37.5
Customer designed containers —greenhouse
grows until pickup date
16 50.0 16 50.0
Pruning shrubs 14 43.8 18 56.3
Water garden design 9 29.0 22 71.0
Rental plants for weddings 8 25.0 24 75.0
Pruning trees 7 21.9 25 78.1
Water garden installation 5 16.1 26 83.9
Floral design for weddings (e. g. corsages) 5 15.6 27 84.4
Lawn equipment repair 2 6.3 30 93.7
Rental plants for offices 1 3.1 31 96.9
Lines of Plant Material. Summer blooming perennials were sold in
29 garden centers (90.6%). Twenty-eight garden centers (87.5%) offered
perennials to customers. Summer annuals (e. g. wave petunias) were offered
by 27 garden centers (84.4%). Cool weather annuals (e. g. pansies) were
offered to customers in 25 garden centers (78.1%). Fall blooming
ornamental grasses were offered by 25 garden centers (78.1%). Twentytwo
garden centers (68.8%) offered larger sizes of annuals to customers.
Twenty-four garden centers (75.0%) offered larger sizes of perennials to
customers. Outdoor container gardens were sold at 24 garden centers
(75.0%). Nineteen garden centers (59.4%) sold windowsill herb pots to
customers. House plants (e. g. African violets, ivy, etc) were sold in 18
garden centers (56.3%). Seventeen garden centers (53.1%) offered a line of
plant propagation supplies (e. g. seed potatoes, onion sets and garden seeds)
to customers. Sixteen garden centers (50.0%) stocked fall bulbs (e. g.
tulips). Tropical bulbs (e. g. caladium) were a line of merchandise in 14
garden centers (43.8%). Spring bulbs (e. g. dahlias) were sold in 13 garden
centers (41.9%). Orchids were sold in 11 garden centers (35.5%). Herb
topiaries were stocked by 11 garden centers (34.4%). Eight garden centers
(25.0%) provided container evergreens for indoors as a selection for
customers. Four garden centers (13.3%) sold fresh cut flowers year round
(see Table 15).
Table 15
Practices Garden Centers Are Currently Using—Lines of Plant Material
Yes No
N % N %
Summer blooming perennials 29 90.6 3 9.4
Perennials 28 87.5 4 12.5
Summer annuals (e. g. wave petunias) 27 84.4 5 15.6
Cool weather annuals (e. g. pansies) 25 78.1 7 21.9
Fall blooming ornamental grasses 25 78.1 7 21.9
Larger sizes of annuals 22 68.8 10 31.3
Larger sizes of perennials 24 75.0 8 25.0
Outdoor container gardens 24 75.0 8 25.0
Windowsill herb pots 19 59.4 13 40.6
House plants (e. g. African violets, ivy, etc) 18 56.3 14 43.8
Plant propagation supplies (e. g. seed potatoes,
onion sets and garden seeds)
17 53.1 15 46.9
Fall bulbs (e. g. tulips) 16 50.0 16 50.0
Tropical bulbs (e. g. caladium) 14 43.8 18 56.2
Spring bulbs (e. g. dahlias) 13 41.9 18 58.1
Orchids 11 35.5 20 64.5
Herb topiaries 11 34.4 21 65.6
Container evergreens for indoors 8 25.0 24 75.0
Fresh cut flowers year round 4 13.3 26 86.7
Lines of Merchandise. Twenty-four garden centers (75.0%) sold hard goods
(e. g.
pottery, statues, etc). Seventeen garden centers (56.7%) offered
hummingbird supplies to customers. Wind chimes were sold in 16 of the
garden centers (50.0%). Outdoor furniture and accessories were sold by 14
garden centers (45.2%) that responded to the questionnaire. Garden flags
were sold in 14 garden centers (43.8%). Twelve garden centers (38.7%)
sold candles and accessories. Wildlife and/or bird feeding supplies were
sold in 10 garden centers (32.3%). Garden themed clothing was sold in five
garden centers (16.1%). Two garden centers (6.9%) sold pet food and
supplies to customers. Lawn equipment (e. g. mowers, weed trimmers) was
sold by two garden centers (6.7%). Two garden centers (6.7%) sold local
honey to customers. One garden center who responded (3.4%) sold local
wine. One garden center (3.3%) sold other wine. Other honey was sold by
one garden centers (3.3%). Local jams and jellies were sold by one garden
center (3.3%). One garden center (3.3%) sold other jams and jellies. One
garden center (3.1%) offered canning supplies to customers (see Table 16).
Table 16
Practices Garden Centers Are Currently Using—Lines of Merchandise
Yes No
N % N %
Hard goods (e. g. pottery, statues, etc) 24 75.0 8 25.0
Hummingbird supplies 17 56.7 13 43.3
Wind chimes 16 50.0 16 50.0
Outdoor furniture and accessories 14 45.2 17 54.8
Garden flags 14 43.8 18 56.3
Candles and accessories 12 38.7 19 61.3
Wildlife/bird feeding supplies 10 32.3 21 67.7
Garden themed clothing 5 16.1 26 83.9
Pet food and supplies 2 6.9 27 93.1
Lawn equipment (e. g. mowers, weed
trimmers) 2 6.7 28 93.3
Local honey 2 6.7 28 93.3
Local wine 1 3.4 28 96.6
Other wine 1 3.3 29 96.7
Other honey 1 3.3 29 96.7
Local jams and jellies 1 3.3 29 96.7
Other jams and jellies 1 3.3 29 96.7
Canning supplies 1 3.1 31 96.9
Adjustments to Business or Location. Thirty garden centers (100.0%)
employed knowledgeable and experience staff as well as customer friendly
staff (100.0%). Twentyeight garden centers (93.3%) kept their aisles and
displays clean. Twenty-two garden centers (75.9%) grew their own plants to
allow for diverse product mix. Twenty-one garden centers (67.7%) had
established a warranty for plant material. Display gardens were a part of 18
garden centers (60.0%). Prices had been raised on all items at 15 garden
centers (48.4%). Thirteen garden centers (43.3%) added a covered shopping
area for year round sales. Eleven garden centers (39.3%) had established a
“greeter” at the entrance of the store. Nine garden centers (29.0%) had hired
a certified horticulturist. Seven garden centers (24.1%) had become bonded.
Two garden centers (6.7%) added a coffee house. One garden center (3.2%)
converted the greenhouse to a banquet hall during non-peak months. Thirty
garden centers (100.0%) did not have a bakery nor did they have an ice
cream shop (see Table 17).
Table 17
Practices Garden Centers Are Currently Using—Adjustments to Business or
Location
Yes No
N % N %
Knowledgeable and experienced staff 30 100.0 0 0.0
Customer friendly staff 30 100.0 0 0.0
Neat and clean aisles and displays 28 93.3 2 6.7
Growing your own plants to allow for diverse 22 75.9 7 24.1
product mix
Establish warranty for plant material 21 67.7 10 32.3
Display gardens 18 60.0 12 40.0
Raise prices on all items 15 48.4 16 51.6
Add a covered shopping area for year round sales 13 43.3 17 56.7
Establish a “greeter” at entrance 11 39.3 17 60.7
Hire a certified horticulturist 9 29.0 22 71.0
Become bonded 7 24.1 22 75.9
Add a coffee house 2 6.7 28 93.3
Convert greenhouse to banquet hall during non-
peak months
1 3.2 30 96.8
Add a bakery 0 0.0 30 100.0
Add an ice cream shop 0 0.0 30 100.0
Customer Appreciation. Twenty-two garden centers (71.0%) held
percent-off sale events for customers. Seasonally dated coupons were used
by 18 garden centers (60.0%) to appreciate customers. Nine garden centers
(30.0%) participated in a spend $50 get free gift event. Eight garden centers
(25.8%) offered holiday specials on corresponding plants and accessories
(i.e. Memorial Day: red, white and blue). Six garden centers (19.4%) sold
gift certificates at 20 percent off during non-peak months. Extra stamps
were offered on loyalty cards in non-peak months by five garden centers
(16.7%). One garden center (3.2%) offered specials to customers in costume
on Halloween (see Table 18).
Table 18
Practices Garden Centers Are Currently Using—Customer Appreciation
Yes No
N % N %
Percent-off sale events 22 71.0 9 29.0
Seasonally dated coupons 18 60.0 12 40.0
Spend $50 get _____ free 9 30.0 21 70.0
Holiday specials on corresponding plants and
accessories i.e. Memorial Day: red, white and blue
8 25.8 23 74.2
Sell gift certificates at 20 percent off during non-
peak months
6 19.4 25 80.6
Offer extra stamps on loyalty cards in non-peak
months 5 16.7 25 83.3
Offer specials to customers in costume on
Halloween
1 3.2 30 96.8
Potential for Success in Getting Customers to Return to the Store
Respondents were asked to rate the practices on their potential for
success in getting customers to return to the store. Respondents were to rate
the practice on the following scale: (4) Successful, (3) Moderately
Successful, (2) Slightly Successful, (1) Unsuccessful. The scale used in the
research identified mean scores ranging from 3.264.0 as successful, 2.51-
3.25 as moderately successful, 1.76-2.50 as slightly successful and
1.0-1.75 as unsuccessful.
Holiday Merchandise or Services. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of Christmas gift plants
(e. g. poinsettias) was 3.15 (SD = 1.09) (see Table 19). Christmas gift plants
were rated unsuccessful by two respondents (10.0%). Four respondents
(20.0%) rated Christmas gift plants slightly successful in returning
customers to the store while three respondents (15.0%) rated Christmas gift
plants moderately successful. Eleven respondents (55.0%) rated Christmas
gift plants successful in returning customers to the store.
The average rating of custom made decorations (e. g. wreaths, swags)
was 3.00 (SD = 1.05) (see Table 19). Custom made decorations were rated
unsuccessful at returning customers to the store by two respondents (9.5%).
Five respondents (23.8%) rated custom made decorations slightly successful
while five respondents (23.8%) rated them moderately successful. Nine
respondents (42.9%) rated custom made decorations successful in returning
customers to the store.
The average rating of live pumpkins was 2.96 (SD = .83) (see Table
19). Live pumpkins were rated unsuccessful by one respondent (4.4%).
Five respondents (21.7%) rated live pumpkins slightly successful while 11
respondents (47.8%) rated live pumpkins moderately successful in returning
customers to the store. Six respondents (26.1%) rated live pumpkins
successful.
The average rating of Easter gift plants (e. g. Easter lilies) was 2.76
(SD = .97) (see Table 19). Easter gift plants were rated unsuccessful by two
respondents (11.8%). Four respondents (23.5%) rated Easter gift plants
slightly successful at returning customers to the store while seven
respondents (41.2%) rated Easter gift plants moderately successful. Four
respondents (23.5%) rated Easter gift plants successful in returning
customers to the store.
The average rating of painted poinsettias was 2.69 (SD = 1.25).
Painted poinsettias were rated unsuccessful by three respondents (23.1%).
Three respondents (23.1%) rated painted poinsettias slightly successful in
returning customers to the store while two respondents (15.4%) rated painted
poinsettias moderately successful. Five respondents (38.4%) rated painted
poinsettias successful in returning customers to the store.
The average rating of Christmas decorations was 2.68 (SD = 1.13)
(see Table 19). Five respondents (22.7%) rated Christmas decorations
unsuccessful in returning customers to the store. Three respondents (13.6%)
rated Christmas decorations slightly successful while eight respondents
(36.4%) rated Christmas decorations moderately successful. Christmas
decorations were rated successful by six respondents (27.3%).
The average rating of container trees was 2.68 (SD = 1.09) (see Table
19). Container trees were rated unsuccessful in returning customers to the
store by three respondents (13.6%). Eight respondents (36.4%) rated
container trees as slightly successful while four respondents (18.2%) rated
container trees moderately successful. Seven respondents (31.8%) rated
container trees successful at returning customers to the store.
The average rating of balled and burlap trees was 2.61 (SD = 1.09)
(see Table 19). Three respondents (16.7%) rated balled and burlap trees
unsuccessful in returning customers to the store. Six respondents (33.3%)
rated balled and burlap trees slightly successful while four respondents
(22.2%) rated balled and burlap trees moderately successful. Balled and
burlap trees were rated successful by five respondents (27.8%).
The average rating of fresh-cut Christmas trees was 2.61 (SD = 1.04)
(see Table 19). Fresh-cut Christmas trees were rated unsuccessful by three
respondents (16.7%). Five respondents (27.8%) rated fresh-cut Christmas
trees slightly successful in returning customers to the store while six
respondents (33.3%) rated fresh-cut Christmas trees moderately successful.
Four respondents (22.2%) rated fresh-cut Christmas trees successful.
The average rating of Halloween decorations was 2.59 (SD = .85) (see
Table 19). One respondent (4.5%) rated Halloween decorations
unsuccessful. Eleven respondents (50.0%) rated Halloween decorations
slightly successful while six respondents (27.3%) moderately successful.
Four respondents (18.2%) rated Halloween decorations successful in
returning customers to the store.
The average rating of fresh cut flowers for Valentine’s Day was 2.57
(SD = 1.27) (see Table 19). Fresh cut flowers for Valentine’s Day were
rated unsuccessful by five respondents (15.6%). Twenty seven respondents
(84.4%) rated fresh cut flower for Valentine’s Day slightly successful in
returning customers to the store.
The average rating of Easter decorations was 2.26 (SD = .81) (see
Table 19). Three respondents (15.7%) rated Easter decorations as
unsuccessful in returning customers to the store. Nine respondents (47.4%)
rated Easter decorations slightly successful while six respondents (31.6%)
rated Easter decorations moderately successful. One respondent (5.3%)
rated Easter decorations successful.
The average rating of interior Christmas decorating services was 2.22
(SD = 1.30) (see Table 19). Interior Christmas decorating services were
rated unsuccessful by four respondents (44.5%). One respondent (11.1%)
rated interior Christmas decorating services as slightly successful while two
respondents (22.2%) rated them moderately successful. Two respondents
(22.2%) rated interior Christmas decorating services successful.
The average rating of Thanksgiving decorations was 2.17 (SD = .62)
(see Table 19). One respondent (5.6%) rated Thanksgiving decorations as
unsuccessful. Fourteen respondents (77.7%) rated Thanksgiving decorations
as slightly successful while two respondents (11.1%) rated them moderately
successful. One respondent (5.6%) rated Thanksgiving decorations
successful.
The average rating of artificial Christmas trees was 2.00 (SD = 1.16)
(see Table 19). Six respondents (46.1%) rated artificial Christmas trees
unsuccessful at returning customers to the store. Three respondents (23.1%)
rated artificial trees slightly successful and two respondents (15.4%) rated
artificial trees moderately successful. Artificial Christmas trees were rated
successful by two respondents (15.4%).
The average rating of exterior Christmas decorating services was 1.88
(SD = 1.13) (see Table 19). Four respondents (50.0%) rated exterior
Christmas decorating services as unsuccessful in returning customers to the
store. Two respondents (25.0%) rated exterior Christmas decorating
services slightly successful while one respondent (12.5%) rated the service
moderately successful. One respondent (12.5%) rated exterior Christmas
decorations successful at returning customers to the store (see Table 19).
Table 19
Potential for Success in Getting Customers to Return to the Store—Holiday
Merchandise or Services
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Christmas gift
plants (e. g.
poinsettias) 3.15 1.09 32 10.0 4 20.0 3 15.0 11 55.0
Custom made
decorations (e. g.
wreaths, swags) 3.00 1.05 2 9.5 5 23.8 5 23.8 9 42.9
Live pumpkins 2.96 .83 1 4.4 5 21.7 11 47.8 6 26.1
Easter gift plants
(e. g. Easter lilies) 2.76 .97 2 11.8 4 23.5 7 41.2 4 23.5
Painted poinsettias 2.69 1.25 3 23.1 3 23.1 2 15.4 5 38.4
Christmas
decorations 2.68 1.13 5 22.7 3 13.6 8 36.4 6 27.3
Container trees 2.68 1.09 3 13.6 8 36.4 4 18.2 7 31.8
Balled and burlap trees
2.61 1.09 3 16.7 6 33.3 4 22.2 5 27.8
Fresh cut Christmas
trees 2.61
1.04 3 16.7 5 27.8 6 33.3 4 22.2
Halloween decorations
2.59 .85 1 4.5 11 50.0 6 27.3 4 18.2
Fresh cut flowers
for Valentine’s Day 2.57 1.27 5 15.6 27 84.4 0 0.0 0 0.0
Easter decorations 2.26 .81 3 15.7 9 47.4 6 31.6 1 5.3
Interior Christmas
decorating services 2.22 1.30 4 44.5 1 11.1 2 22.2 2 22.2
Thanksgiving
decorations 2.17 .62 1 5.6 14 77.7 2 11.1 1 5.6
Artificial Christmas
trees 2.00 1.16 6 46.1 3 23.1 2 15.4 2 15.4
Exterior Christmas
decorating services 1.88 1.13 4 50.0 2 25.0 1 12.5 1 12.5
Children’s Activities. Using a scale of 1-4 with 1 being “unsuccessful” and
4
“successful” the average rating of letting children plant their own plant to
take home was 3.09 (SD = 1.04) (see Table 20). Letting children plant their
own plants to take home was rated unsuccessful by one respondent (9.1%).
Two respondents (18.2%) rated the practice slightly successful while three
respondents (27.3%) rated it moderately successful. Five respondents
(45.4%) rated letting children plant their own plants to take home successful
in returning customers to the store.
The average rating of corn maze was 2.75 (SD = 1.26) (see Table 20).
One respondent (25.0%) rated a corn maze unsuccessful in returning
customers to the store. Two respondents (50.0%) rated a corn maze
moderately successful while one respondent
(25.0%) rated it successful in returning customers to the store.
The average rating of petting zoo was 2.60 (SD = 1.34) (see Table 20).
One respondent (20.0%) rated a petting zoo unsuccessful in returning
customers to the store. Two respondents (40.0%) rated a petting zoo slightly
successful while two respondents (40.0%) rated a petting zoo successful.
The average rating of pony rides was 2.60 (SD = 1.34) (see Table 20).
Pony rides were rated unsuccessful in returning customers to the store by
four respondents (12.5%). Twenty eight respondents (87.5%) rated pony
rides slightly successful in returning customers to the store (see Table 24).
The average rating of haunted greenhouse was 2.33 (SD = 1.53) (see
Table 20). Hosting a haunted greenhouse was rated unsuccessful bye one
respondent (33.3%). One respondent (33.3%) rated hosting a haunted
greenhouse slightly successful in returning customers to the store. One
respondent (33.3%) rated hosting a haunted greenhouse successful.
The average rating of photos with Santa was 2.20 (SD = .84) (see
Table 20). Photos with Santa were rated unsuccessful by one respondent
(20.0%). Two respondents rated photos with Santa (40.0%) slightly
successful in returning customers to the store while two respondents (40.0%)
rated photos with Santa moderately successful.
The average rating of photos with the Easter Bunny was 2.00 (SD
= .82) (see Table 20). Photos with the Easter Bunny were rated unsuccessful
by one respondent (25.0%). Two respondents (50.0%) rated photos with the
Easter Bunny slightly successful in returning customers to the store while
one respondent (25.0%) rated photos with the Easter Bunny moderately
successful.
The average rating of build and decorate a straw house was 1.50 (SD
= .71) (see Table 20). Building and decorating a straw house was rated
unsuccessful by one respondent (50.0%) while it was rated slightly
successful by one respondent (50.0%).
The average rating of sell Easter pets was 1.00 (SD = .00) (see Table
20). Selling Easter pets (e. g. chicks, ducks, bunnies) was rated unsuccessful
by two respondents (100.0%).
Table 20
Potential for Success in Getting Customers to Return to the Store—
Children’s Activities
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Plant their own
plants to
take home
3.09
1.04 1 9.1 2 18.2 3 27.3 5 45.4
Corn maze 2.75
1.26 1 25.0 0 0.0 2 50.0 1 25.0
Petting zoo 2.60
1.34 1 20.0 2 40.0 0 0.0 2 40.0
Pony rides 2.60
1.34 4 12.5 28 87.5 0 0.0 0 0.0
Haunted
greenhouse
2.33
1.53 1 33.3 1 33.3 0 0.0 1 33.3
Photos with
Santa 2.20 .84 1 20.0 2 40.0 2 40.0 0 0.0
Photos with
Easter Bunny 2.00 .82 1 25.0 2 50.0 1 25.0 0 0.0
Build and
decorate a
straw house
1.50 .71 1 50.0 1 50.0 0 0.0 0 0.0
Sell Easter pets
(e. g. chicks,
ducks, bunnies)
1.00 .00 2 100.0 0 0.0 0 0.0 0 0.0
Advertisement. Using a scale of 1-4 with 1 being “unsuccessful” and 4
“successful” the average rating of television was 3.06 (SD = .99) (see Table
21).
Television was rated unsuccessful in returning customers to the store by 14
respondents (45.2%). Seventeen respondents (54.8%) rated television as
slightly successful in returning customers to the store.
The average rating of using a year round marketing program instead
of seasonal was 3.00 (SD = 1.00) (see Table 21). Using a year round
marketing program instead of a seasonal program was rated unsuccessful by
one respondent (9.0%). Two respondents (18.2%) rated the practice slightly
successful in returning customers to the store while four respondents
(36.4%) rated the practice moderately successful. Four respondents (36.4%)
rated using a year round marketing program successful.
The average rating of sending periodic newsletters to customers was
2.93 (SD = .73) (see Table 21). Sending periodic newsletters to customers
was rated slightly successful by four respondents (28.6%). Seven
respondents (50.0%) rated the practice moderately successful and three
respondents (21.4%) rated the practice successful.
The average rating of utilizing a company website was 2.82 (SD
= .66) (see Table 21). Seven respondents (31.8%) rated utilizing a company
website to return customers to the store slightly successful. Twelve
respondents (54.5%) rated the practice moderately successful. Three
respondents (13.7%) rated utilizing a company website successful in
returning customers to the store.
The average rating of newspaper was 2.80 (SD = .91) (see Table 21).
Three respondents (12.0%) rated the newspaper unsuccessful in returning
customers to the store. Four respondents (16.0%) rated the newspaper
slightly successful while 13 respondents (52.0%) rated the newspaper
moderately successful. Five respondents (20.0%) rated the newspaper
successful in returning customers to the store.
The average rating of radio was 2.80 (SD = .77) (see Table 21). One
respondent (5.0%) rated the radio unsuccessful in returning customers to the
store. Five respondents (25.0%) rated the radio slightly successful while 11
respondents (55.0%) rated the practice moderately successful. Three
respondents (15.0%) rated the radio successful in returning customers to the
store.
The average rating of emailing customers new product updates was
2.63 (SD = .92) (see Table 21). Emailing customers new product updates
was rated unsuccessful by one respondent (12.5%). Two respondents
(25.0%) rated email slightly successful in returning customers to the store.
Four respondents (50.0%) rated emailing customers moderately successful
and one respondent (12.5%) rated the practice successful (see Table 21).
Table 21
Potential for Success in Getting Customers to Return to the Store—
Advertisement
Unsuccessful Slightly
Moderately
Successful
Successful
Successful
M
SD
N % N % N % N %
Television 3.06
.99
14 45.2 17 54.8 0 0.0 0 0.0
Using a year round
marketing program instead
of seasonal 3.00 1.00 1 9.0 2 18.2 4 36.4 4 36.4
Sending periodic
newsletters
to customers 2.93
.73 0 0.0 4 28.6 7 50.0 3 21.4
Utilizing a company
website 2.82 .66 0 0.0 7 31.8 12 54.5 3 13.7
Newspaper 2.80.91 3 12.0 4 16.0 13 52.0 5 20.0
Radio 2.80.77 1 5.0 5 25.0 11 55.0 3 15.0
Emailing customers new
product updates 2.63
.92 1 12.5 2 25.0 4 50.0 1 12.5
Educational Seminars. The following seminars were rated on their
effectiveness in returning customers to the store. Using a scale of 1-4 with 1
being “unsuccessful” and 4 “successful” the average rating of flower
arranging was 3.00 (SD = .58) (see Table 22). Flower arranging was rated
slightly successful by one respondent (14.3%). Five respondents (71.4%)
rated the seminar moderately successful. One respondent (14.3%) rated the
seminar successful at returning customers to the store.
The average rating of dividing perennials was 2.78 (SD = .83) (see
Table 22). Dividing perennials was rated unsuccessful by one respondent
(11.1%) in returning customers to the store. One respondent (11.1%) rated
the seminar slightly successful while six respondents (66.7%) rated the
seminar moderately successful. Dividing perennials was rated successful by
one respondent (11.1%).
The average rating of cooking with herbs was 2.60 (SD = .84) (see
Table 22). Cooking with herbs was rated unsuccessful by one respondent
(10.0%). Three respondents (30.0%) rated the seminar slightly successful
while five respondents (50.0%) rated the seminar moderately successful.
One respondent (10.0%) rated cooking with herbs successful.
The average rating of herbal health remedies was 2.60 (SD = 1.15)
(see Table 22). The herbal health remedies seminar was rated unsuccessful
by one respondent (20.0%). One respondent (20.0%) rated the seminar
slightly successful while two respondents (40.0%) rated the seminar
moderately successful. One respondent (20.0%) rated the herbal health
remedies seminar successful in returning customers to the store.
The average rating of plants that attract butterflies was 2.55 (SD =
1.04) (see Table 22). Three respondents (27.3%) rated seminars on plants
that attract butterflies unsuccessful in returning customers to the store.
Seven respondents (63.6%) rated the seminar moderately successful while
one respondent (9.1%) rated the seminar successful.
The average rating of pruning was 2.55 (SD = .82) (see Table 22).
Pruning seminars were rated unsuccessful by one respondent (9.1%). Four
respondents (36.3%) rated the seminar slightly successful while five
respondents (45.5%) rated it moderately successful. One respondent (9.1%)
rated the seminar successful at returning customers to the store.
The average rating of gardening basics was 2.54 (SD = .88) (see Table
22). Two respondents (15.4%) rated a seminar on gardening basics as
unsuccessful in returning customers to the store. Three respondents (23.1%)
rated the seminar slightly successful while seven respondents (53.8%) rated
the seminar moderately successful. One respondent (7.7%) rated the
seminar successful in returning customers to the store.
The average rating of planting was 2.54 (SD = .78) (see Table 22).
Planting seminars were rated unsuccessful at returning customers to the store
by 12 respondents (40.0%). Eighteen garden centers (60.0%) rated the
seminar slightly successful.
The average rating of drying and storing herbs was 2.50 (SD = 1.05)
(see Table 22). Drying and storing herbs was rated unsuccessful by one
respondent (16.7%). Two respondents (33.3%) rated the seminar slightly
successful while two respondents (33.3%) rated the seminar moderately
successful. One respondent (16.7%) rated drying and storing herbs
successful in returning customers to the store.
The average rating of preparing gardens for winter was 2.50 (SD =
1.20) (see Table 22). Preparing gardens for winter was rated unsuccessful
by two respondents (25.0%). The seminar was rated slightly successful bye
two respondents (25.0%) while two respondents (25.0%) rated it moderately
successful. Two respondents also rated the seminar successful.
The average rating of plants that attract birds was 2.45 (SD = 1.04)
(see Table 22). Seminars on plants that attract birds were rated unsuccessful
by three respondents (27.3%). One respondent (9.1%) rated the seminar
slightly successful while six respondents (54.5%) rated it moderately
successful. One respondent (9.1%) rated the seminar successful in returning
customers to the store.
The average rating of plants that repel pests (e. g. deer, rabbits, etc)
was 2.43 (SD = 1.27) (see Table 22). Seminars on plants that repel pests
was rated unsuccessful bye two respondents (28.6%). Two respondents
(28.6%) rated the seminar slightly successful while one respondent (14.2%)
rated the seminar moderately successful. Two respondents (28.6%) rated the
seminar successful at returning customers to the store.
The average rating of identifying insect pests was 1.80 (SD = .84) (see
Table 22). Two respondents (40.0%) rated a seminar on identifying insect
pests unsuccessful in returning customers to the store. Two respondents
(40.0%) rated the seminar slightly successful and one respondent (20.0%)
rated the seminar moderately successful.
The average rating of the dos and don’ts of mulch was 2.38 (SD =
1.06) (see Table 22). The dos and don’ts of mulch seminar was rated
unsuccessful by two respondents (25.0%). Two respondents (25.0%) rated
the seminar slightly successful while three respondents (37.5%) rated it
moderately successful. One respondent (12.5%) rated the dos and don’ts of
mulch seminar successful in returning customers to the store. The average
rating of identifying diseases was 2.00 (SD = .89) (see Table 22).
Two respondents (33.3%) rated the identifying diseases seminar
unsuccessful in returning customers to the store. Two respondents (33.3%)
rated the seminar slightly successful while two respondents (33.3%) rated
the seminar moderately successful. The average rating of gardening without
pain was 2.00 (SD = .82) (see Table 22). The seminar on gardening without
pain was rated unsuccessful bye one respondent (25.0%). Two respondents
(50.0%) rated the seminar slightly successful. One respondent (25.0%) rated
the seminar moderately successful.
The average rating of drying flowers was 1.83 (SD = .75) (see Table
22). Drying flowers was rated unsuccessful by two respondents (33.3%).
Three respondents (50.0%) rated the seminar slightly successful while one
respondent (16.7%) rated it moderately successful.
The average rating of maintaining deck wood, maintaining outdoor
furniture, preserving birdhouses and feeders and using landscape lighting to
accent gardens at night was 1.67 (SD = 1.16). Two respondents (66.7%)
rated a seminar on maintaining deck wood unsuccessful in returning
customers to the store. One respondent (33.3%) rated the seminar
moderately successful. Two respondents (66.7%) rated maintaining outdoor
furniture seminars unsuccessful in returning customers to the store. One
respondent (33.3%) rated the seminar moderately successful. Preserving
birdhouses and feeders as a seminar was rated unsuccessful by two
respondents (66.7%). One respondent (33.3%) rated the seminar moderately
successful in returning customers to the store. Using landscape lighting to
accent gardens at night was rated unsuccessful by two respondents (66.7%).
One respondent (33.3%) rated a landscape lighting seminar as moderately
successful in returning customers to the store (see Table 22).
Table 22
Potential for Success in Getting Customers to Return to the Store—
Educational Seminars
Unsuccessful Slightly
Moderately
Successful Successful
Successful
M SD N % N % N % N %
Flower arranging 3.00 .58 0 0.0 1 14.3 5 71.4 1 14.3
Dividing perennials 2.78 .83 1 11.1 1 11.1 6 66.7 1 11.1
Cooking with herbs 2.60 .84 1 10.0 3 30.0 5 50.0 1 10.0
Herbal health remedies 2.60 1.15 1 20.0 1 20.0 2 40.0 1 20.0
Plants that attract
butterflies 2.55 1.04 3 27.3 0 0.0 7 63.6 1 9.1
Pruning 2.55 .82 1 9.1 4 36.3 5 45.5 1 9.1
Gardening basics 2.54 .88 2 15.4 3 23.1 7 53.8 1 7.7
Planting 2.54 .78 12 40.0 18 60.0 0 0.0 0 0.0
Drying and storing herbs2.50 1.05 1 16.7 2 33.3 2 33.3 1 16.7
Preparing gardens for
winter 2.50 1.20 2 25.0 2 25.0 2 25.0 2 25.0
Plants that attract birds 2.45 1.04 3 27.3 1 9.1 6 54.5 1 9.1
Plants that repel pests (e.
g.
deer, rabbits, etc) 2.43 1.27 2 28.6 2 28.6 1 14.2 2 28.6
Identifying insect pests 1.80 .84 2 40.0 2 40.0 1 20.0 0 0.0
Dos and don'ts of mulch 2.38 1.06 2 25.0 2 25.0 3 37.5 1 12.5
Identifying diseases 2.00 .89 2 33.3 2 33.3 2 33.3 0 0.0
Gardening without pain 2.00 .82 1 25.0 2 50.0 1 25.0 0 0.0
Drying flowers 1.83 .75 2 33.3 3 50.0 1 16.7 0 0.0
Maintaining deck wood 1.67 1.16 2 66.7 0 0.0 1 33.3 0 0.0
Maintaining outdoor furniture 1.67
1.16 2 66.7 0 0.0 1 33.3 0 0.0
Preserving birdhouses and
feeders 1.67 1.16
2 66.7 0 0.0 1 33.3 0 0.0
Using landscape lighting to
accent gardens at night 1.67 1.162 66.7 0 0.0 1 33.3 0 0.0
Services for the Community. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of donating plants to
public areas was 2.33 (SD = .73) (see Table 23). Donating plants to public
areas was rated unsuccessful by two respondents (9.5%) in returning
customers to the store. Eleven respondents (52.4%) rated donating plants
slightly successful while seven respondents (33.2%) rated donating plants
moderately successful. One respondent (4.8%) rated the service successful.
The average rating of donating supplies (e. g. mulch) was 2.30 (SD
= .80) (see Table 23). Twenty-one respondents (65.6%) rated donating
supplies (e. g. mulch) to public areas unsuccessful in returning customers to
the store. Eleven respondents (34.4%) rated donating supplies as slightly
successful.
The average rating of local craft show was 2.14 (SD = 1.35) (see
Table 23). Local craft shows were rated unsuccessful by three respondents
(42.8%) in returning customers to the store. Two respondents (28.6%) rated
the service slightly successful while two respondents (28.6%) rated local
craft shows successful.
The average rating of farmers market with free space for vendors was
1.71 (SD = 1.25) (see Table 23). Farmers markets with free space for
vendors were rated unsuccessful bye five respondents (71.4%). Farmers
markets with free space for vendors were rated moderately successful by one
respondent (14.3%) and successful bye one respondent (14.3%). Farmers
markets with paid space for vendors were rated unsuccessful by five
respondents (100.0%) (M = 1.00, SD = .00) (see Table 23).
Table 23
Potential for Success in Getting Customers to Return to the Store—Services
for the
Community
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Donation of
plants to
public areas
2.33 .73 2 9.5 11 52.4 7 33.2 1 4.8
Donation of
supplies to
public areas
(e. g. mulch)
2.30 .80 21 65.6 11 34.4 0 0.0 0 0.0
Local craft 2.14 1.35 3 42.8 2 28.6 0 0.0 2 28.6
show
Farmers
market with
free space for
vendors
1.71 1.25 5 71.4 0 0.0 1 14.3 1 14.3
Farmers
market with
paid space
for vendors
1.00 .00 5 100.0 0 0.0 0 0.0 0 0.0
Services for Customers. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of customer designed
containers (greenhouse grows until pickup date) was 3.47 (SD = .62) (see
Table 24). Customer designed containers grown by the greenhouse until
picked up by the customer was rated slightly successful by one respondent
(5.9%). Seven respondents (41.2%) rated the service moderately successful
while nine respondents (52.9%) rated the service successful in returning
customers to the store. The average rating of custom container design was
3.39 (SD = .72) (see Table 24). Custom container design (e. g. hanging
baskets, patio planters) was rated slightly successful by three respondents
(13.0%). Eight respondents (34.8%) rated custom container design
moderately successful while twelve respondents (52.2%) rated custom
container design successful in returning customers to the store.
The average rating of landscape installation was 3.25 (SD = .97) (see
Table 24). Landscape installation was rated unsuccessful bye two
respondents (10.0%). One respondent (5.0%) rated the service slightly
successful while seven respondents (35.0%) rated landscape installation
moderately successful. Ten respondents (50.0%) rated landscape
installation successful in returning customers to the store.
The average rating of landscape design was 3.19 (SD = .93) (see Table
24). Landscape design services were rated unsuccessful by one respondent
(4.8%) in returning customers to the store. Four respondents (19.0%) rated
landscape design services slightly successful while six respondents (28.6%)
rated the service moderately successful. Ten respondents (47.6%) rated
landscape design services as successful in returning customers to the store.
The average rating of pruning shrubs was 3.14 (SD = 1.10) (see Table
24). Pruning shrubs was rated unsuccessful by two respondents (14.3%).
One respondent (7.1%) rated pruning shrubs slightly successful while four
respondents (28.6%) rated the service moderately successful. Seven
respondents (50.0%) rated pruning shrubs successful in returning customers
to the store.
The average rating of pruning trees was 2.90 (SD = 1.37) (see Table
24). Pruning trees was rated unsuccessful by three respondents (30.0%).
Two respondents (20.0%) rated pruning trees moderately successful while
five respondents (50.0%) successful in returning customers to the store.
The average rating of water garden design was 2.46 (SD = 1.13) (see
Table 24). Water garden design was rated unsuccessful bye three
respondents (23.1%). Four respondents (30.7%) rated water garden design
as slightly successful while three respondents (23.1%) rated it moderately
successful. Three respondents (23.1%) rated water garden design successful
in returning customers to the store.
The average rating of water garden installation was 2.33 (SD = 1.23)
(see Table 24). Water garden installation was rated unsuccessful by three
respondents (33.4%). Two respondents (22.2%) rated water garden
installation as slightly successful while two respondents (22.2%) rated water
garden installation moderately successful. Two respondents (22.2%) rated
water garden installation successful in returning customers to the garden
center.
The average rating of rental plants for weddings was 2.18 (SD = 1.08)
(see Table 24). Four respondents (36.4%) rated rental plants for weddings
unsuccessful in returning customers to the store. Two respondents (18.2%)
rated rental plants for weddings slightly successful while four respondents
(36.4%) rated the service moderately successful. One respondent (9.0%)
rated the service successful in returning customers to the store.
The average rating of floral design for weddings (e. g. corsages) was
2.13 (SD = 1.36) (see Table 24). Floral design for weddings (e. g. corsages)
was rated unsuccessful by four respondents (50.0%). One respondent
(12.5%) rated floral design for weddings slightly successful while one
respondent (12.5%) rated the service moderately successful. Two
respondents (25.0%) rated floral design for weddings successful in returning
customers to the store.
The average rating of lawn equipment repair was 1.60 (SD = 1.34)
(see Table 24). Lawn equipment repair was rated unsuccessful in returning
customers to the store by two respondents (6.2%). Thirty respondents
(93.8%) rated lawn equipment repair slightly successful (see Table 28).
The average rating of rental plants for offices was 1.50 (SD = 1.00)
(see Table 24). Rental plants for offices were rated unsuccessful by three
respondents (75.0%). One respondent (25.0%) rated rental plants for offices
moderately successful in returning customers to the store.
Lines of Plant Material. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of larger sizes of
annuals was 3.67 (SD = .48) (see Table 25). Larger sizes of annuals were
rated moderately successful by seven respondents (33.3%) while 14
respondents (66.7%) rated larger sizes of annuals successful in returning
customers to the store.
The average rating of summer annuals was 3.64 (SD = .57) (see Table
25). Summer annuals (e. g. wave petunias) were rated slightly successful by
one respondent (4.0%) in returning customers to the store. Seven
respondents (28.0%) rated summer annuals moderately successful.
Seventeen respondents (68.0%) rated summer annuals successful in
returning customers to the store.
Table 24
Potential for Success in Getting Customers to Return to the Store—Services
for
Customers
Unsuccessful Slightly Moderately
Successful
Successful Successful
M SD N % N % N % N %
Customer designed
containers —greenhouse
grows until
pickup date
3.47 .62 0 0.0 1 5.9 7 41.2 9 52.9
Custom container
design (e. g. hanging
baskets, patio
planters)
3.39 .72 0 0.0 3 13.0 8 34.8 12 52.2
Landscape installation 3.25 .97 2 10.0 1 5.0 7 35.0 10 50.0
Landscape design 3.19 .93 1 4.8 4 19.0 6 28.6 10 47.6
Pruning shrubs 3.14 1.10 2 14.3 1 7.1 4 28.6 7 50.0
Pruning trees 2.90 1.37 3 30.0 0 0.0 2 20.0 5 50.0
Water garden design 2.46 1.13 3 23.1 4 30.7 3 23.1 3 23.1
Water garden installation 2.33 1.23 3 33.4 2 22.2 2 22.2 2 22.2
Rental plants for
weddings 2.18 1.08 4 36.4 2 18.2 4 36.4 1 9.0
Floral design for weddings (e.
g. corsages) 2.13 1.364 50.0 1 12.5 1 12.5 2 25.0
Lawn equipment repair 1.60 1.342 6.2 30 93.8 0 0.0 0 0.0
Rental plants for offices 1.50 1.003 75.0 0 0.0 1 25.0 0 0.0
The average rating of perennials was 3.52 (SD = .58) (see Table 25).
Perennials were rated slightly successful by one respondent (3.7%) in
returning customers to the store. Eleven respondents (40.7%) rated
perennials moderately successful while 15 respondents (55.6%) rated
perennials successful in returning customers to the store.
The average rating of larger sizes of perennials was 3.42 (SD = .65)
(see Table 25). Larger sizes of perennials were rated slightly successful in
returning customers to the store by two respondents (8.3%). Ten
respondents (41.7%) rated larger sizes of perennials moderately successful
while 12 respondents (50.0%) rated larger sizes of perennials successful in
returning customers to the store.
The average rating of summer blooming perennials was 3.41 (SD
= .69) (see Table 25). Summer blooming perennials were rated slightly
successful by three respondents (11.1%). Ten respondents (37.0%) rated
summer blooming perennials moderately successful in returning customers
to the store while 14 respondents (51.9%) rated summer blooming perennials
successful.
The average rating of outdoor container gardens was 3.36 (SD = .72)
(see Table 25). Outdoor container gardens were rated slightly successful by
three respondents (13.6%). Eight respondents (36.4%) rated outdoor
container gardens moderately successful in returning customers to the store
and 11 respondents (50.0%) rated outdoor container gardens successful in
returning customers to the store.
The average rating of cool weather annuals (e. g. pansies) was 3.35
(SD = .71) (see Table 25). Cool weather annuals (e. g. pansies) were rated
slightly successful by three respondents (13.1%). Nine respondents (39.1%)
rated cool weather annuals moderately successful while 11 respondents
(47.8%) rated the plant material successful in returning customers to the
store.
The average rating of fall blooming ornamental grasses was 3.17 (SD
= .70) (see Table 25). Fall blooming ornamental grasses were rated slightly
successful by four respondents (16.7%). Twelve respondents (50.0%) rated
fall blooming ornamental grasses moderately successful while 8 respondents
(33.3%) rated the plant material successful in returning customers to the
store.
The average rating of windowsill herb pots was 3.06 (SD = .80) (see
Table 25). Windowsill herb pots were rated slightly successful by five
respondents (27.8%). Seven respondents (38.9%) rated windowsill herb
pots moderately successful in returning customers to the store while six
respondents (33.3%) rated windowsill herb pots successful.
The average rating of plant propagation supplies (e. g. seed potatoes,
onion sets and garden seeds) was 2.94 (SD = .97) (see Table 25). Plant
propagation supplies (e. g. seed potatoes, onion sets and garden seeds) were
rated unsuccessful in returning customers to the store by 17 respondents
(53.1%). Fifteen respondents (46.9%) rated plant propagation supplies
slightly successful in returning customers to the stor.
The average rating of herb topiaries was 2.82 (SD = .75) (see Table
25). Four respondents (36.4%) rated herb topiaries slightly successful in
returning customers to the store. Five respondents (45.4%) rated herb
topiaries moderately successful while two respondents (18.2%) rated herb
topiaries successful in returning customers to the store.
The average rating of house plants (e. g. African violets, ivy, etc) was
2.78 (SD = 1.06) (see Table 25). House plants (e. g. African violets, ivy,
etc) were rated unsuccessful by three respondents (16.7%). Three
respondents (16.7%) rated house plants slightly successful in returning
customers to the store while seven respondents (38.8%) rated house plants
moderately successful. Five respondents (27.8%) rated house plants
successful.
The average rating of orchids was 2.69 (SD = 1.18) (see Table 25).
Orchids were rated unsuccessful in returning customers to the store by three
respondents (23.1%). Two respondents (15.3%) rated orchids slightly
successful while four respondents (30.8%) rated orchids moderately
successful. Four respondents (30.8%) rated orchids successful in returning
customers to the store.
The average rating of container evergreens for indoors was 2.67 (SD = 1.23)
(see Table 25). Container evergreens for indoors were rated unsuccessful by
two respondents (22.2%). Two respondents (22.2%) rated container
evergreens for indoors slightly successful in returning customers to the store
while two respondents (22.2%) rated them moderately successful. Three
respondents (33.4%) rated container evergreens for indoors successful in
returning customers to the store.
The average rating of fall bulbs (e. g. tulips) was 2.62 (SD = 1.15)
(see Table 25). Fall bulbs (e. g. tulips) were rated unsuccessful by three
respondents (18.8%). Five respondents (31.2%) rated fall bulbs slightly
successful in returning customers to the store while three respondents
(18.8%) rated fall bulbs moderately successful. Five respondents (31.2%)
rated fall bulbs successful in returning customers to the store.
The average rating of fresh cut flowers year round was 2.57 (SD =
1.27) (see Table 25). Two respondents (28.6%) rated fresh cut flowers year
round unsuccessful in returning customers to the store. One respondent
(14.3%) rated fresh cut flowers year round slightly successful while two
respondents (28.6%) rated fresh cut flowers year round moderately
successful. Two respondents (28.6%) rated fresh cut flowers year round
successful in returning customers to the store.
The average rating of tropical bulbs (e. g. caladium) was 2.43 (SD = 1.01)
(see Table 25). Tropical bulbs (e. g. caladium) were rated unsuccessful by
three respondents (21.4%). Four respondents (28.6%) rated tropical bulbs
slightly successful while five respondents (35.7%) rated tropical bulbs
moderately successful in returning customers to the store. Two respondents
(14.3%) rated tropical bulbs successful.
The average rating of spring bulbs (e. g. dahlias) was 2.14 (SD = 1.02)
(see Table 25). Four respondents (28.5%) rated spring bulbs (e. g. dahlias)
unsuccessful in returning customers to the store. Six respondents (42.9%)
rated spring bulbs slightly successful while two respondents (14.3%) rated
spring bulbs moderately successful. Two respondents (14.3%) rated spring
bulbs successful in returning customers to the store.
Table 25
Potential for Success in Getting Customers to Return to the Store—Lines of
Plant
Material
Unsuccessful Slightly Moderately
Successful
Successful Successful
M SD N % N % N % N %
Larger sizes of annuals 3.67 .48 0 0.0 0 0.0 7 33.3 14 66.7
Summer annuals (e. g. wave
petunias) 3.64 .57 0 0.0 1 4.0 7 28.0 17 68.0
Perennials 3.52 .58 0 0.0 1 3.7 11 40.7 15 55.6
Larger sizes of perennials 3.42 .65 0 0.0 2 8.3 10 41.7 12 50.0
Summer blooming 3.41 .69 0 0.0 3 11.1 10 37.0 14 51.9
perennials
Outdoor container gardens 3.36 .72 0 0.0 3 13.6 8 36.4 11 50.0
Cool weather annuals (e. g.
pansies) 3.35 .71 0 0.0 3 13.1 9 39.1 11 47.8
Fall blooming ornamental
grasses 3.17 .70 0 0.0 4 16.7 12 50.0 8 33.3
Windowsill herb pots 3.06 .80 0 0.0 5 27.8 7 38.9 6 33.3
Plant propagation supplies
(e. g.
seed potatoes, onion sets and
garden seeds) 2.94 .97 17 53.1 15 46.9 0 0.0 0 0.0
Herb topiaries 2.82 .75 0 0.0 4 36.4 5 45.4 2 18.2
House plants (e. g. African
violets, ivy, etc) 2.78 1.06 3 16.7 3 16.7 7 38.8 5 27.8
Orchids 2.69 1.18 3 23.1 2 15.3 4 30.8 4 30.8
Container evergreens for indoors 2.67
1.23 2 22.2 2 22.2 2 22.2 3 33.4
Fall bulbs (e. g. tulips) 2.62 1.15 3 18.8 5 31.2 3 18.8 5 31.2
Fresh cut flowers year round 2.57 1.27 2 28.6 1 14.3 2 28.6 2 28.6
Tropical bulbs (e. g. caladium) 2.43
1.01 3 21.4 4 28.6 5 35.7 2 14.3
Spring bulbs (e. g. dahlias) 2.14 1.02 4 28.5 6 42.9 2 14.3 2 14.3
Lines of Merchandise. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of hard goods was 3.38
(SD = .74) (see Table 26). Hard goods (e. g. pottery, statues, etc) were rated
slightly successful by three respondents (14.3%). Seven respondents
(33.3%) rated hard goods moderately successful while 11 respondents
(52.4%) rated hard goods successful in returning customers to the store.
The average rating of wind chimes was 3.00 (SD = 1.16) (see Table
26). Wind chimes were rated unsuccessful by two respondents (12.5%).
Four respondents (25.0%) rated wind chimes slightly successful in returning
customers to the store while two respondents (12.5%) rated wind chimes
moderately successful. Eight respondents
(50.0%) rated wind chimes successful in returning customers to the store.
The average rating of hummingbird supplies was 2.71 (SD = 1.05)
(see Table 26). Hummingbird supplies were rated unsuccessful by two
respondents (11.8%). Six respondents (35.3%) rated hummingbird supplies
slightly successful in returning customers to the store while four respondents
(23.5%) rated hummingbird supplies moderately successful. Five
respondents (29.4%) rated hummingbird supplies successful in returning
customers to the store.
The average rating of garden flags was 2.64 (SD = 1.22) (see Table
26). Garden flags were rated unsuccessful by three respondents (21.4%).
Four respondents (28.6%) rated garden flags slightly successful in returning
customers to the store while two respondents (14.3%) rated garden flags
moderately successful. Five respondents (35.7%) rated garden flags
successful.
The average rating of outdoor furniture and accessories was 2.53 (SD
= 1.18) (see Table 26). Outdoor furniture and accessories were rated
unsuccessful by four respondents (26.7%). Three respondents (19.9%) rated
outdoor furniture and accessories slightly successful while four respondents
(26.7%) rated the merchandise moderately successful. Four respondents
(26.7%) rated outdoor furniture and accessories successful in returning
customers to the store.
The average rating of candles and accessories was 2.36 (SD = .93)
(see Table 26). Candles and accessories were rated unsuccessful by two
respondents (14.3%). Seven respondents (50.0%) rated candles and
accessories slightly successful while three respondents (21.4%) rated
candles and accessories moderately successful. Two respondents (14.3%)
rated candles and accessories successful in returning customers to the store.
The average rating of wildlife/bird feeding supplies was 2.25 (SD =
1.34) (see Table 26). Wildlife/bird feeding supplies were rated unsuccessful
in returning customers to the store by seven respondents (43.6%). Three
respondents (18.8%) rated the merchandise slightly successful. One
respondent (6.3%) rated wildlife/bird feeding supplies moderately successful
while five respondents (31.3%) rated the merchandise successful in
returning customers to the store.
The average rating of pet food and supplies was 2.20 (SD = 1.64) (see
Table 26). Pet food and supplies were rated unsuccessful in returning
customers to the store by three respondents (60.0%). Two respondents
(40.0%) rated pet food and supplies successful.
The average rating of lawn equipment (e. g. mowers, weed trimmers)
was 2.00 (SD = 1.41) (see Table 26). Lawn equipment was rated
unsuccessful by three respondents (60.0%). One respondent (20.0%) rated
lawn equipment moderately successful in returning customers to the store
while one respondent (20.0%) rated lawn equipment successful.
The average rating of local honey was 2.00 (SD = 1.41) (see Table
25). Two respondents (50.0%) rated local honey unsuccessful in returning
customers to the store. One respondent (25.0%) rated local honey slightly
successful while one respondent (25.0%) rated it successful.
The average rating of garden themed clothing was 1.80 (SD = 1.30)
(see Table 26). Garden themed clothing was rated unsuccessful by three
respondents (60.0%). One respondent (20.0%) rated garden themed clothing
slightly successful while one respondent (20.0%) rated the merchandise
successful in returning customers to the store.
The average rating of local jams and jellies was 1.33 (SD = .58) (see
Table 26). Local jams and jellies were rated unsuccessful by two
respondents (66.7%) while one respondent (33.3%) rated local jams and
jellies slightly successful.
The average rating of local wine, other wine, canning supplies and
other honey was 1.25 (SD = .50) (see Table 26). Local wine was rated
unsuccessful in returning customers to the store by two respondents (66.7%).
One respondent (33.3%) rated local wine slightly successful. Other wine
was rated unsuccessful by three respondents (75.0%) while one respondent
(25.0%) rated other wine slightly successful. Canning supplies were rated
unsuccessful in returning customers to the store by three respondents
(75.0%). One respondent (25.0%) rated canning supplies slightly successful.
Other honey was rated unsuccessful by three respondents (75.0%) while one
respondent rated it slightly successful (25.0%).
The average rating of other jams and jellies was 1.00 (SD = .00) (see
Table 26). One respondent (3.3%) rated other jams and jellies unsuccessful
in returning customers to the store while 29 respondents (96.7%) rated other
jams and jellies slightly successful (see Table 30).
Adjustments to Business or Location. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of customer friendly
staff was 3.89 (SD = .32) (see Table 27). Three respondents (11.1%) rated
customer friendly staff moderately successful. Twenty four respondents
(88.9%) rated customer friendly staff successful in returning customers to
the store.
The average rating of knowledgeable and experienced staff was 3.85
(SD = .46) (see Table 27). Knowledgeable and experienced staff was rated
slightly successful by one respondent (3.7%). Two respondents (7.4%) rated
knowledgeable and experienced staff moderately successful in returning
customers to the store while 24 respondents (88.9%) rated the adjustment
successful.
The average rating of growing your own plants to allow for diverse
product mix was 3.74 (SD = .45) (see Table 27). Growing your own plants
to allow for diverse product mix was rated moderately successful by five
respondents (26.3%). Fourteen respondents (73.7%) rated growing your
own plants to allow for diverse product mix successful in returning
customers to the store.
Table 26
Potential for Success in Getting Customers to Return to the Store—Lines of
Merchandise
UnsuccessfulSlightly Moderately Successful
Successful Successful
M SD N % N % N % N %
Hard goods (e. g.
pottery, 3.38 .74 0 0.0 3 14.3 7 33.3 11 52.4
statues, etc)
Wind chimes 3.00 1.16 2 12.5 4 25.0 2 12.5 8 50.0
Hummingbird supplies 2.71 1.05 2 11.8 6 35.3 4 23.5 5 29.4
Garden flags 2.64 1.22 3 21.4 4 28.6 2 14.3 5 35.7
Outdoor furniture and
accessories
2.53 1.18 4 26.7 3 19.9 4 26.7 4 26.7
Candles and accessories 2.36 .93 2 14.3 7 50.0 3 21.4 2 14.3
Wildlife/bird feeding supplies 2.25
1.34 7 43.6 3 18.8 1 6.3 5 31.3
Pet food and supplies 2.20 1.64 3 60.0 0 0.0 0 0.0 2 40.0
Lawn equipment (e. g.
mowers, weed
trimmers)
2.00 1.41 3 60.0 0 0.0 1 20.0 1 20.0
Local honey 2.00 1.41 2 50.0 1 25.0 0 0.0 1 25.0
Garden themed clothing 1.80 1.30 3 60.0 1 20.0 0 0.0 1 20.0
Local jams and jellies 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Local wine 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Other wine 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Canning supplies 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Other honey 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Other jams and jellies 1.00 .00 1 3.3 29 96.7 0 0.0 0 0.0
The average rating of neat and clean aisles and displays was 3.60 (SD
= .65) (see Table 27). Neat and clean aisles and displays were rated slightly
successful by two respondents (8.0%). Six respondents (24.0%) rated neat
and clean aisles and displays moderately successful in returning customers
to the store while 17 respondents (68.0%) rated neat and clean aisles and
displays successful.
The average rating of display gardens was 3.50 (SD = .63) (see Table
27). One respondent (6.3%) rated display gardens slightly successful in
returning customers to the store. Six respondents (37.4%) rated display
gardens moderately successful while nine respondents (56.3%) rated display
gardens successful in returning customers to the store.
The average rating of establishing a “greeter” at the entrance was 3.46
(SD = .66) (see Table 27). Establishing a “greeter” at the entrance was rated
slightly successful in returning customers to the store by one respondent
(7.7%). Five respondents (38.5%) rated the adjustment moderately
successful while seven respondents (53.8%) rated establishing a “greeter” at
the entrance successful.
The average rating of raise prices on all items was 3.31 (SD = .95)
(see Table 27). Raising prices on all items was rated unsuccessful by one
respondent (6.3%). Two respondents (12.5%) rated raising prices on all
items slightly successful while four respondents (25.0%) rated it moderately
successful. Nine respondents (56.2%) rated raising prices on all items
successful in returning customers to the store.
The average rating of establish a warranty for plant material was 3.20
(SD = .77) (see Table 27). One respondent (5.0%) rated establishing a
warranty for plant material unsuccessful in returning customers to the store.
One respondent rated the adjustment slightly successful while 11
respondents (55.0%) rated it moderately successful. Seven respondents
(35.0%) rated establishing a warranty for plant material successful.
The average rating of add a covered shopping area for year round
sales was 3.14 (SD = 1.10) (see Table 27). Two respondents (14.3%) rated
adding a covered shopping area for year round sales unsuccessful in
returning customers to the store. One respondent (7.1%) rated it slightly
successful while four respondents (28.6%) rated the adjustment moderately
successful. Seven respondents (50.0%) rated adding a covered shopping
area for year round sales successful.
The average rating of hiring a certified horticulturist was 3.09 (SD =
1.22). Two respondents (18.2%) rated hiring a certified horticulturist
unsuccessful. One respondent (9.1%) rated hiring a certified horticulturist
slightly successful while two respondents (18.2%) rated it moderately
successful. Six respondents (54.5%) rated hiring a certified horticulturist
successful in returning customers to the store.
The average rating of become bonded was 2.75 (SD = 1.28) (see
Table 27). Seven respondents (24.1%) rated becoming bonded unsuccessful
in returning customers to the store. Twenty two respondents (75.9%) rated
becoming bonded slightly successful in returning customers to the store.
The average rating of convert greenhouse to banquet hall during non-
peak months was 1.75 (SD = .96) (see Table 27). Two respondents (50.0%)
rated converting the greenhouse to a banquet hall during non-peak months
unsuccessful. One respondent (25.0%) rated it slightly successful while one
respondent (25.0%) rated it moderately successful.
The average rating of add a bakery was 1.67 (SD = 1.16) (see Table
27). Two respondents (66.7%) rated adding a bakery unsuccessful in
returning customers to the garden center. One respondent (33.3%) rated
adding a bakery moderately successful.
The average rating of add an ice cream shop was 1.67 (SD = 1.16).
Adding an ice cream shop was rated unsuccessful in returning customers to
the store by two respondents (66.7%). One respondent (33.3%) rated adding
an ice cream shop moderately successful in returning customers to the store.
The average rating of add a coffee house was 1.60 (SD = .89) (see
Table 27). Three respondents (60.0%) rated adding a coffee house
unsuccessful in returning customers to the store. One respondent (20.0%)
rated adding a coffee house slightly successful while one respondent
(20.0%) rated it moderately successful.
Table 27
Potential for Success in Getting Customers to Return to the Store—
Adjustments to
Business or Location
UnsuccessfulSlightly Moderately
Successful
Successful
Successful
M SD N % N % N % N %
Customer friendly
staff 3.89 .32 0 0.0 0 0.0 3 11.1 24 88.9
Knowledgeable and
experienced staff 3.85 .46 0 0.0 1 3.7 2 7.4 24 88.9
Growing your own
plants to allow for
diverse product mix
3.74 .45 0 0.0 0 0.0 5 26.3 14 73.7
Neat and clean aisles and
displays 3.60
.65 0 0.0 2 8.0 6 24.0 17 68.0
Display gardens 3.50.63 0 0.0 1 6.3 6 37.4 9 56.3
Establish a “greeter” at
entrance 3.46
.66 0 0.0 1 7.7 5 38.5 7 53.8
Raise prices on all items
3.31
.95 1 6.3 2 12.5 4 25.0 9 56.2
Establish warranty for
plant
material 3.20.77 1 5.0 1 5.0 11 55.0 7 35.0
Add a covered shopping area
for year round sales 3.14 1.10
2 14.3 1 7.1 4 28.6 7 50.0
Hire a certified horticulturist
3.09 1.22 2 18.2 1 9.1 2 18.2 6 54.5
Become bonded 2.75 1.287 24.1 22 75.9 0 0.0 0 0.0
Convert
greenhouse to
banquet hall during
non-peak
months 1.75
.96 2 50.0 1 25.0 1 25.0 0 0.0
Add a bakery 1.67 1.16 2 66.7 0 0.0 1 33.3 0 0.0
Add an ice cream
shop 1.67 1.16 2 66.7 0 0.0 1 33.3 0 0.0
Add a coffee house 1.60 .89 3 60.0 1 20.0 1 20.0 0 0.0
Customer Appreciation. Using a scale of 1-4 with 1 being “unsuccessful”
and 4
“successful” the average rating of percent-off sale events was 3.20 (SD
= .70) (see Table 28). Percent-off sale events were rated slightly successful
in returning customers to the store by three respondents (15.0%). Ten
respondents (50.0%) rated percent-off sale events were rated moderately
successful. Seven respondents (35.0%) rated percent-off sale events
successful in returning customers to the store.
The average rating of seasonally dated coupons was 3.18 (SD = .73) (see
Table 28). Seasonally dated coupons were rated slightly successful by three
respondents (17.6%). Eight respondents (47.1%) rated seasonally dated
coupons moderately successful in returning customers to the store while six
respondents (35.3%) rated seasonally dated coupons successful.
The average rating of holiday specials on corresponding plants and
accessories (i.e. Memorial Day: red, white and blue) was 2.80 (SD = 1.14)
(see Table 28). Holiday specials on corresponding plants and accessories
were rated unsuccessful by two respondents (20.0%). One respondent
(10.0%) rated the method of customer appreciation slightly successful while
four respondents (40.0%) rated it moderately successful. Three respondents
(30.0%) rated the customer appreciation method successful in returning
customers to the store.
The average rating of spend $50 get free gift was 2.78 (SD = .67) (see
Table 28). Three respondents (33.3%) rated a spend $50 get free gift event
slightly successful while five respondents (55.6%) rated the method of
customer appreciation moderately successful. One respondent (11.1%) rated
the method successful in returning customers to the store.
The average rating of offer extra stamps on loyalty cards in non-peak
months was 2.71 (SD = .76) (see Table 28). Offering extra stamps on
loyalty cards in non-peak months was rated unsuccessful by three
respondents (42.9%). Three respondents (42.9%) rated the method of
customer appreciation moderately successful. One respondent (14.2%) rated
the method successful in returning customers to the store.
The average rating of sell gift certificates at 20 percent off during non-
peak months was 2.56 (SD = .88) (see Table 28). Selling gift certificates at
20 percent off during non-peak months was rated unsuccessful by one
respondent (11.1%). Three respondents (33.4%) rated this method of
customer appreciation slightly successful while four respondents (44.4%)
rated it moderately successful. One respondent (11.1%) rated selling gift
certificates at 20 percent off during non-peak months was rated successful.
The average rating of offer specials to customers in costume on
Halloween was 1.67 (SD = 1.16) (see Table 28). Offering specials to
customers in costume on Halloween was rated unsuccessful by two
respondents (66.7%). One respondent (33.3%) rated the customer
appreciation method moderately successful.
Table 28
Potential for Success in Getting Customers to Return to the Store—Customer
Appreciation
Unsuccessful Slightly
Moderately
Successful
Successful
Successful
M SD N % N % N % N %
Percent-off sale events 3.20 .700 0.0 3 15.0 10 50.0 7 35.0
Seasonally dated
coupons 3.18 .730 0.0 3 17.6 8 47.1 6 35.3
Holiday specials on
corresponding plants
and accessories i.e.
Memorial
Day: red, white and
blue
2.80
1.14 2 20.0 1 10.0 4 40.0 3 30.0
Spend $50 get _____
free 2.78 .670 0.0 3 33.3 5 55.6 1 11.1
Offer extra stamps on
loyalty
cards in non-peak months
2.71
.76 0 0.0 3 42.9 3 42.9 1 14.2
Sell gift certificates at 20
percent off during non-
peak
months 2.56
.88 1 11.1 3 33.4 4 44.4 1 11.1
Offer specials to customers in
costume on Halloween 1.67
1.16
2 66.7 0 0.0 1 33.3 0 0.0
Potential for Success in Raising Profit Margins
Respondents were asked to rate the practices on their potential for
success in raising profit margins. Respondents were to rate the practice on
the following scale: (4) Successful, (3) Moderately Successful, (2) Slightly
Successful, (1) Unsuccessful.
Holiday Merchandise or Services. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of custom made
decorations (e. g. wreaths, swags) was 2.90 (SD = 1.04) (see Table 29).
Custom made decorations (e. g. wreaths, swags) were rated unsuccessful by
two respondents (9.5%). Six respondents (28.6%) rated custom made
decorations slightly successful while five respondents (23.8%) rated them
moderately successful. Eight respondents (38.1%) rated custom made
decorations successful in raising profit margins.
The average rating of Christmas gift plants (e. g. poinsettias) was 2.85 (SD =
1.23) (see Table 29). Christmas gift plants were rated unsuccessful by four
respondents (20.0%). Four respondents (20.0%) rated Christmas gift plants
slightly successful while three respondents (15.0%) rated the plants
moderately successful. Nine respondents (45.0%) rated Christmas gift
plants successful in raising profit margins.
The average rating of painted poinsettias was 2.85 (SD = 1.28) (see
Table 29). Painted poinsettias were rated unsuccessful by three respondents
(23.1%) while two respondents (15.4%) rated them slightly successful. Two
respondents (15.4%) rated painted poinsettias moderately successful and six
respondents (46.2%) rated painted poinsettias successful in raising profit
margins.
The average rating of container trees was 2.85 (SD = 1.14) (see Table
29). Container trees were rated unsuccessful by three respondents (15.0%).
Five respondents (25.0%) rated container trees slightly successful in raising
profit margins while four respondents (20.0%) rated them moderately
successful. Eight respondents (40.0%) rated container trees successful in
raising profit margins.
The average rating of balled and burlap trees was 2.65 (SD = 1.06)
(see Table 29). Balled and burlap trees were rated unsuccessful by two
respondents (11.8%). Seven respondents (41.2%) rated balled and burlap
trees slightly successful while three respondents (17.6%) rated balled and
burlap trees moderately successful. Five respondents (29.4%) rated balled
and burlap trees successful in raising profit margins.
The average rating of live pumpkins was 2.62 (SD = .81) (see Table
29). Live pumpkins were rated unsuccessful by one respondent (4.8%).
Nine respondents (42.9%) rated live pumpkins slightly successful in raising
profit margins while eight respondents (38.1%) rated live pumpkins
moderately successful. Three respondents (14.2%) rated live pumpkins
successful in raising profit margins.
The average rating of Easter gift plants (e. g. Easter lilies) was 2.50
(SD = .97) (see Table 29). Easter gift plants were rated unsuccessful by
three respondents (18.8%). Four respondents (25.0%) rated Easter gift
plants slightly successful while seven respondents (43.8%) rated Easter gift
plants moderately successful. Two respondents
(12.4%) rated Easter gift plants successful in raising profit margins.
The average rating of Christmas decorations was 2.45 (SD = 1.14)
(see Table 29). Christmas decorations were rated unsuccessful by six
respondents (27.3%). Five respondents (22.7%) rated Christmas decorations
slightly successful in raising profit margins while six respondents (27.3%)
rated Christmas decorations moderately successful. Five respondents
(22.7%) rated Christmas decorations successful.
The average rating of fresh-cut Christmas trees was 2.39 (SD = 1.09)
(see Table 29). Fresh-cut Christmas trees were rated unsuccessful by five
respondents (27.8%). Four respondents (22.2%) rated fresh cut Christmas
trees slightly successful while six respondents (33.3%) rated the trees
moderately successful. Three respondents (16.7%) rated fresh cut Christmas
trees successful in raising profit margins.
The average rating of Halloween decorations was 2.16 (SD = .77) (see
Table 29). Halloween decorations were rated unsuccessful in raising profit
margins by three respondents (15.8%). Eleven respondents (57.9%) rated
Halloween decorations slightly successful while four respondents (21.1%)
rated them moderately successful. One respondent (5.2%) rated Halloween
decorations successful.
The average rating of fresh-cut flowers for Valentine’s Day was 2.14
(SD = 1.22) (see Table 29). Fresh-cut flowers for Valentine’s Day were
rated unsuccessful in raising profit margins by five respondents (15.6%).
Twenty seven respondents (84.4%) rated fresh cut flowers for Valentine’s
Day slightly successful in raising profit margins
The average rating of artificial Christmas trees was 2.08 (SD = 1.12)
(see Table 29). Five respondents (38.4%) rated artificial Christmas trees
unsuccessful in raising profit margins. Four respondents (30.8%) rated
artificial Christmas trees slightly successful while two respondents (15.4%)
rated them moderately successful. Two respondents (15.4%) rated artificial
Christmas trees successful.
The average rating of Easter decorations was 2.00 (SD = .71) (see
Table 29). Easter decorations were rated unsuccessful at raising profit
margins by four respondents (23.5%). Nine respondents (53.0%) rated
Easter decorations slightly successful while four respondents (23.5%) rated
Easter decorations moderately successful.
The average rating of Thanksgiving decorations was 2.00 (SD = .76)
(see Table 29). Thanksgiving decorations were rated unsuccessful by four
respondents (26.7%) in raising profit margins. Seven respondents (46.7%)
rated Thanksgiving decorations slightly successful while four respondents
(26.7%) rated Thanksgiving decorations moderately successful.
The average rating of interior Christmas decorating services was 2.00
(SD = 1.32) (see Table 29). Interior Christmas decorating services were
rated unsuccessful by five respondents (55.6%). One respondent (11.1%)
rated interior Christmas decorating services slightly successful while one
respondent (11.1%) rated the service moderately successful. Two
respondents (22.2%) rated interior Christmas decorating services successful
in raising profit margins.
The average rating of exterior Christmas decorating services was 1.75
(SD = 1.04) (see Table 29). Four respondents (50.0%) rated Exterior
Christmas decorating services unsuccessful. Three respondents (37.5%)
rated exterior Christmas decorating services slightly successful while one
respondent (12.5%) rated the service successful in raising profit margins.
Table 29
Potential for Success in Raising Profit Margins—Holiday Merchandise or
Services
Unsuccessful Slightly
Moderately
Successful
Successful
Successful
M SD N % N % N % N %
Custom made
decorations
(e. g. wreaths,
swags)
2.90
1.04 2 9.5 6 28.6 5 23.8 8 38.1
Christmas gift plants
(e. g. poinsettias)
2.85
1.23 4 20.0 4 20.0 3 15.0 9 45.0
Painted poinsettias 2.85
1.28 3 23.1 2 15.4 2 15.4 6 46.2
Container trees 2.85
1.14 3 15.0 5 25.0 4 20.0 8 40.0
Balled and burlap
trees
2.65
1.06 2 11.8 7 41.2 3 17.6 5 29.4
Live pumpkins 2.62 .811 4.8 9 42.9 8 38.1 3 14.2
Easter gift plants (e.
g. Easter lilies) 2.50 .973 18.8 4 25.0 7 43.8 2 12.4
Christmas
decorations
2.45
1.14 6 27.3 5 22.7 6 27.3 5 22.7
Fresh-cut Christmas
trees
2.39
1.09 5 27.8 4 22.2 6 33.3 3 16.7
Halloween
decorations 2.16 .773 15.8 11 57.9 4 21.1 1 5.2
Fresh cut flowers for
Valentine's Day
2.14
1.22 5 15.6 27 84.4 0 0.0 0 0.0
Artificial Christmas
trees
2.08
1.12 5 38.4 4 30.8 2 15.4 2 15.4
Easter decorations 2.00 .714 23.5 9 53.0 4 23.5 0 0.0
Thanksgiving
decorations 2.00 .764 26.7 7 46.7 4 26.7 0 0.0
Interior Christmas
decorating services
2.00
1.32 5 55.6 1 11.1 1 11.1 2 22.2
Exterior Christmas decorating
1.75 1.04 services
4 50.0 3 37.5 0 0.0 1 12.5
Children’s Activities. Using a scale of 1-4 with 1 being “unsuccessful” and
4
“successful” the average rating of plant their own plants to take home was
2.50 (SD = 1.43) (see Table 30). Letting children plant their own plants to
take home was rated unsuccessful in raising profit margins by four
respondents (40.0%). One respondent (10.0%) rated letting children plant
their own plants to take home slightly successful while one respondent
(10.0%) rated the activity moderately successful. Four respondents (40.0%)
rated the activity successful in raising profit margins.
The average rating of corn maze was 2.00 (SD = .82) (see Table 30).
Hosting a corn maze was rated unsuccessful by one respondent (25.0%).
Two respondents (50.0%) rated a corn maze slightly successful. One
respondent (25.0%) rated a corn maze moderately successful.
The average rating of pony rides was 1.60 (SD = .55) (see Table 30).
Giving pony rides was rated unsuccessful by four respondents (12.5%) while
28 respondents (87.5%) rated pony rides slightly successful in raising profit
margins. The average rating of petting zoo was 1.50 (SD = .58) (see Table
30). Hosting a petting zoo was rated unsuccessful by two respondents
(50.0%) in raising profit margins. Two respondents (50.0%) rated a petting
zoo slightly successful.
The average rating of build and decorate a straw house was 1.50 (SD
= .71) (see Table 30). Building and decorating a straw house was rated
unsuccessful by one respondent (50.0%) and rated slightly successful by one
respondent (50.0%). The average rating of photos with Santa was 1.40 (SD
= .55) (see Table 30). Photos with Santa were rated unsuccessful by three
respondents (60.0%). Two respondents (40.0%) rated photos with Santa
slightly successful in raising profit margins.
The average rating of haunted greenhouse was 1.33 (SD = .58) (see
Table 30). Two respondents (66.7%) rated a haunted greenhouse
unsuccessful in raising profit margins while one respondent (33.3%) rated a
haunted greenhouse slightly successful.
The average rating of photos with Easter Bunny was 1.25 (SD = .50)
(see Table 30). Photos with the Easter Bunny were rated unsuccessful by
three respondents (75.0%). One respondent (25.0%) rated Photos with the
Easter Bunny slightly successful in raising profit margins. The average
rating of sell Easter pets was 1.00 (SD = .00) (see Table 30). Selling Easter
pets (e. g. chicks, ducks, bunnies) was rated unsuccessful by two
respondents (100.0%).
Table 30
Potential for Success in Raising Profit Margins—Children’s Activities
Unsuccessful Slightly
Moderately
Successful
Successful
Successful
M SD N % N % N % N %
Plant their own
plants to
take home
2.50 1.43 4 40.0 1 10.0 1 10.0 4 40.0
Corn maze 2.00 .82 1 25.0 2 50.0 1 25.0 0 0.0
Pony rides 1.60 .55 4 12.5 28 87.5 0 0.0 0 0.0
Petting zoo 1.50 .58 2 50.0 2 50.0 0 0.0 0 0.0
Build and decorate
a straw house
1.50 .71 1 50.0 1 50.0 0 0.0 0 0.0
Photos with Santa 1.40 .55 3 60.0 2 40.0 0 0.0 0 0.0
Haunted
greenhouse 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Photos with Easter
Bunny 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Sell Easter pets (e.
g. chicks, ducks,
bunnies)
1.00 .00 2 100.0 0 0.0 0 0.0 0 0.0
Advertisement. Using a scale of 1-4 with 1 being “unsuccessful” and
4 “successful” the average rating of television was 2.94 (SD = 1.06) (see
Table 31). Fourteen respondents (45.2%) rated television unsuccessful in
raising profit margins. Seventeen respondents (54.8%) rated television
slightly successful in raising profit margins.
The average rating of using a year round marketing program instead
of seasonal was 2.91 (SD = .94) (see Table 31). Using a year round
marketing program instead of a seasonal program was rated unsuccessful by
one respondent (9.1%). Two respondents (18.2%) rated a year round
marketing program slightly successful while five respondents (45.4%) rated
it moderately successful. Three respondents (27.3%) rated a year round
marketing program successful in raising profit margins.
The average rating of newspaper was 2.87 (SD = .92) (see Table 31).
Three respondents (13.1%) rated the newspaper unsuccessful in raising
profit margins. Two respondents (8.7%) rated the newspaper slightly
successful while 13 respondents (56.5%) rated the newspaper moderately
successful. Five respondents (21.7%) rated the newspaper successful in
raising profit margins.
The average rating of radio was 2.84 (SD = .77) (see Table 31). The
radio was rated unsuccessful by one respondent (5.3%). Four respondents
(21.1%) rated the radio slightly successful while 11 respondents (57.8%)
rated the radio moderately successful. Three respondents (15.8%) rated the
radio successful in raising profit margins.
The average rating of sending periodic newsletters to customers was
2.71 (SD = .91) (see Table 31). Two respondents (14.3%) rated sending
periodic newsletters to customers unsuccessful in raising profit margins.
Two respondents (14.3%) rated sending newsletters slightly successful while
eight respondents (57.1%) rated sending newsletters moderately successful.
Two respondents (14.3%) rated sending newsletters successful in raising
profit margins.
The average rating of emailing customers new product updates was
2.63 (SD = .92). Emailing customers new product updates was rated
unsuccessful by one respondent (12.5%). Two respondents (25.0%) rated
email slightly successful while four respondents (50.0%) rated email
moderately successful. One respondent (12.5%) rated emailing customers
new product updates successful in raising profit margins.
The average rating of utilizing a company website was 2.55 (SD
= .61) (see Table 31). Ten respondents (50.0%) rated utilizing a company
website slightly successful in raising profit margins. Nine respondents
(45.0%) rated using a website moderately successful while one respondent
(5.0%) rated using a website successful in raising profit margins.
Table 31
Potential for Success in Raising Profit Margins—Advertisement
Unsuccessful Slightly
Moderately
Successful
Successful
Successful
M
SD
N % N % N % N %
Television 2.94 1.0614 45.2 17 54.8 0 0.0 0 0.0
Using a year round
marketing
program instead of
seasonal 2.91
.94 1 9.1 2 18.2 5 45.4 3 27.3
Newspaper 2.87.92 3 13.1 2 8.7 13 56.5 5 21.7
Radio 2.84.77 1 5.3 4 21.1 11 57.8 3 15.8
Sending periodic
newsletters
to customers 2.71.91 2 14.3 2 14.3 8 57.1 2 14.3
Emailing customers new
product updates 2.63
.92 1 12.5 2 25.0 4 50.0 1 12.5
Utilizing a company
website 2.55
.61 0 0.0 10 50.0 9 45.0 1 5.0
Educational Seminars. Using a scale of 1-4 with 1 being “unsuccessful”
and 4
“successful” the average rating of flower arranging was 2.71 (SD = .76) (see
Table 32). Flower arranging was rated slightly successful by three
respondents (42.9%). Three respondents (42.9%) rated flower arranging
moderately successful while one respondent
(14.2%) rated the seminar successful.
The average rating of planting was 2.46 (SD = .78) (see Table 32).
Twelve respondents (40.0%) rated planting unsuccessful while 18
respondents (60.0%) rated the seminar slightly successful. The average
rating of pruning was 2.45 (SD = .82) (see Table
32). Pruning was rated unsuccessful by one respondent (9.1%). Five
respondents (45.4%) rated pruning slightly successful while four
respondents (36.4%) rated the seminar moderately successful. One
respondent (9.1%) rated pruning successful.
The average rating of cooking with herbs was 2.30 (SD = .84) (see Table
32). Cooking with herbs was rated unsuccessful in raising profit margins by
one respondent (10.0%). Five respondents (50.0%) rated cooking with herbs
slightly successful while three respondents (30.0%) rated cooking with herbs
moderately successful. One respondent (10.0%) rated cooking with herbs
successful.
The average rating of herbal health remedies was 2.40 (SD = 1.14)
(see Table 32). Herbal health remedies was rated unsuccessful by one
respondent (20.0%). Two respondents (40.0%) rated the seminar slightly
successful while one respondent (20.0%) rated it moderately successful.
One respondent (20.0%) rated herbal health remedies successful in raising
profit margins.
The average rating of plants that attract birds was 2.36 (SD = 1.03)
(see Table 32). Plants that attract birds was rated unsuccessful by three
respondents (27.3%). Two respondents (18.2%) rated the seminar slightly
successful while five respondents (45.4%) rated the seminar moderately
successful. One respondent (9.1%) rated plants that attract birds successful
in raising profit margins.
The average rating of plants that attract butterflies was 2.36 (SD =
1.03) (see Table 32). Plants that attract butterflies was rated unsuccessful by
three respondents (27.3%). Two respondents (18.2%) rated the seminar
slightly successful while five respondents (45.4%) rated the seminar
moderately successful. One respondent (9.1%) rated the seminar on plants
that attract butterflies successful in raising profit margins.
The average rating of drying and storing herbs was 2.33 (SD = 1.03)
(see Table 32). Drying and storing herbs was rated unsuccessful by one
respondent (16.7%). Three respondents (49.9%) rated drying and storing
herbs slightly successful while one respondent (16.7%) rated drying and
storing herbs moderately successful. One respondent (16.7%) rated the
seminar successful.
The average rating of dividing perennials was 2.33 (SD = 1.00) (see
Table 32). Dividing perennials was rated unsuccessful by two respondents
(22.2%). Three respondents (33.3%) rated the seminar slightly successful
while three respondents (33.3%) rated the seminar moderately successful.
One respondent (11.1%) rated the seminar on dividing perennials successful
in raising profit margins.
The average rating of gardening basics was 2.33 (SD = .99) (see Table
32). Gardening basics was rated unsuccessful by three respondents (25.0%).
Three respondents (25.0%) rated the seminar slightly successful while five
respondents (41.7%) rated it moderately successful. One respondent (8.3%)
rated the seminar successful in raising profit margins.
The average rating of plants that repel pests (e. g. deer, rabbits, etc)
was 2.29 (SD = 1.25) (see Table 32). Plants that repel pests were rated
unsuccessful by two respondents (28.6%). Three respondents (42.8%) rated
the seminar slightly successful while two respondents (28.6%) rated the
seminar successful in raising profit margins.
The average rating of preparing gardens for winter was 2.25 (SD =
1.28) (see Table 32). Preparing gardens for winter was rated unsuccessful
by three respondents (37.5%). Two respondents (25.0%) rated the seminar
slightly successful while one respondent (12.5%) rated it moderately
successful. Two respondents (25.0%) rated the seminar successful in raising
profit margins.
The average rating of dos and don’ts of mulch was 2.14 (SD = 1.07)
(see Table 32). Dos and don’ts of mulch was rated unsuccessful by two
respondents (28.6%). Three respondents (42.8%) rated the seminar slightly
successful while one respondent (14.3%) rated the seminar moderately
successful. One respondent (14.3%) rated the dos and don’ts of mulch
successful in raising profit margins.
The average rating of identifying diseases was 1.83 (SD = .75) (see Table
32). Two respondents (33.3%) rated identifying diseases unsuccessful while
three respondents (50.0%) rated the seminar slightly successful. One
respondent (16.7%) rated identifying diseases successful in raising profit
margins.
The average rating of gardening without pain was 1.75 (SD = .50) (see
Table 32). Gardening without pain was rated unsuccessful by one
respondent (25.0%) while three respondents (75.0%) rated the seminar
slightly successful. The average rating of identifying insect pests was 1.60
(SD = .55) (see Table 32). Identifying insect pests was rated unsuccessful
by two respondents (40.0%) while three respondents (60.0%) rated the
seminar slightly successful.
The average rating of drying flowers was 1.50 (SD = .55) (see Table
32). Drying flowers was rated unsuccessful by three respondents (50.0%)
while three respondents (50.0%) rated the seminar slightly successful. The
average rating of preserving birdhouses and feeders, using landscape
lighting to accent gardens at night, maintaining deck wood and maintaining
outdoor furniture was 1.33 (SD = .58) (see Table 32).
Preserving birdhouses and feeders was rated unsuccessful by two
respondents (66.7%) while one respondent (33.3%) rated the seminar
slightly successful. Two respondents (66.7%) rated using landscape lighting
to accent gardens at night unsuccessful while one respondent (33.3%) rated
the seminar slightly successful. Maintaining deck wood was rated
unsuccessful by two respondents (66.7%) while one respondent (33.3%)
rated the seminar slightly successful. Two respondents (66.7%) rated
maintaining outdoor furniture unsuccessful while one respondent (33.3%)
rated the seminar slightly successful.
Table 32
Potential for Success in Raising Profit Margins—Educational Seminars
Unsuccessful Slightly Moderately
Successful
Successful Successful
M SD N % N % N % N %
Flower arranging 2.71 .76 0 0.0 3 42.9 3 42.9 1 14.2
Planting 2.46 .78 12 40.0 18 60.0 0 0.0 0 0.0
Pruning 2.45 .82 1 9.1 5 45.4 4 36.4 1 9.1
Cooking with herbs 2.40 .84 1 10.0 5 50.0 3 30.0 1 10.0
Herbal health remedies 2.40 1.14 1 20.0 2 40.0 1 20.0 1 20.0
Plants that attract birds 2.36 1.03 3 27.3 2 18.2 5 45.4 1 9.1
Plants that attract
butterflies 2.36 1.03 3 27.3 2 18.2 5 45.4 1 9.1
Drying and storing herbs 2.33 1.03 1 16.7 3 49.9 1 16.7 1 16.7
Dividing perennials 2.33 1.00 2 22.2 3 33.3 3 33.3 1 11.1
Gardening basics 2.33 .99 3 25.0 3 25.0 5 41.7 1 8.3
Plants that repel pests (e.
g.
deer, rabbits, etc) 2.29 1.25 2 28.6 3 42.8 0 0.0 2 28.6
Preparing gardens for
winter 2.25 1.28 3 37.5 2 25.0 1 12.5 2 25.0
Dos and don'ts of mulch 2.14 1.07 2 28.6 3 42.8 1 14.3 1 14.3
Identifying diseases 1.83 .75 2 33.3 3 50.0 1 16.7 0 0.0
Gardening without pain 1.75 .50 1 25.0 3 75.0 0 0.0 0 0.0
Identifying insect pests 1.60 .55 2 40.0 3 60.0 0 0.0 0 0.0
Drying flowers 1.50 .55 3 50.0 3 50.0 0 0.0 0 0.0
Preserving birdhouses and
feeders 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Table 32 (Continued)
Potential for Success in Raising Profit Margins—Educational Seminars
Unsuccessful Slightly Moderately
Successful
Successful Successful
M SD N % N % N % N %
Using landscape lighting
to accent gardens at night 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Maintaining deck wood 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Maintaining outdoor
furniture 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Services for the Community. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of donating plants to
public areas was 2.19 (SD = .83) (see Table 33). Donating plants to public
areas was rated unsuccessful by three respondents (18.8%). Eight
respondents (50.0%) rated the service slightly successful while four
respondents (25.0%) rated the service moderately successful. One
respondent (6.2%) rated donating plants to public areas successful in raising
profit margins.
The average rating of local craft show was 2.17 (SD = 1.47) (see
Table 33). Hosting a local craft show was rated unsuccessful by three
respondents (50.0%). One respondent (16.7%) rated the service slightly
successful while two respondents (33.3%) rated hosting a local craft show
successful.
The average rating of donating supplies to public areas (e. g. mulch)
was 2.00 (SD = .89) (see Table 33). Donating supplies to public areas was
rated unsuccessful by 21 respondents (65.6%). Eleven respondents (34.4%)
rated the service slightly successful in raising profit margins.
The average rating of farmers market with free space for vendors was
1.60 (SD = 1.34) (see Table 33). Four respondents (80.0%) rated hosting a
farmers market with free space for vendors unsuccessful while one
respondent (20.0%) rated the service successful. The average rating of
farmers market with paid space for vendors was 1.00 (SD = .00) (see Table
33). Three respondents (100.0%) rated hosting a farmers market with paid
space for vendors unsuccessful in raising profit margins.
Table 33
Potential for Success in Raising Profit Margins—Services for the
Community
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Donation of
plants to 2.19 .83 3 18.8 8 50.0 4 25.0 1 6.2
public areas
Local craft
show 2.17 1.47 3 50.0 1 16.7 0 0.0 2 33.3
Donation of
supplies to
public areas
(e. g. mulch)
2.00 .89 21 65.6 11 34.4 0 0.0 0 0.0
Farmers
market with
free space for
vendors
1.60 1.34 4 80.0 0 0.0 0 0.0 1 20.0
Farmers market
with paid
space for vendors
.00 3 100.0 0 0.0 0 0.0 0 0.0
Services for Customers. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of custom container
design (e. g. hanging baskets, patio planters) was 3.52 (SD = 3.52) (see
Table 34). Custom container design was rated slightly successful by two
respondents (9.5%). Six respondents (28.6%) rated the service moderately
successful while 13 respondents (61.9%) rated the service successful in
raising profit margins.
The average rating of customer designed containers grown by the
greenhouse until pick up date was 3.44 (SD = .73) (see Table 34). Customer
designed containers grown by the greenhouse until pickup date was rated
slightly successful by two respondents (12.5%). Five respondents (31.3%)
rated the service moderately successful while nine respondents (56.2%)
rated the service successful in returning customers to the store.
The average rating of landscape installation was 3.39 (SD=.98) (see
Table 34). Landscape installation was rated unsuccessful by two
respondents (11.1%). Five respondents (27.8%) rated the service
moderately successful while 11 respondents (61.1%) rated landscape
installation successful in raising profit margins.
The average rating of landscape design was 3.26 (SD = .87) (see Table
34). Landscape design was rated unsuccessful by one respondent (5.3%).
Two respondents (10.5%) rated the service slightly successful while seven
respondents (36.8%) rated the service moderately successful. Nine
respondents (47.4%) rated landscape design successful in raising profit
margins.
The average rating of pruning shrubs was 3.15 (SD = .99) (see Table
34). Pruning shrubs was rated unsuccessful by one respondent (7.6%). Two
respondents (15.4%) rated the service slightly successful while four
respondents (30.8%) rated the service moderately successful. Six
respondents (46.2%) rated pruning shrubs successful in raising profit
margins.
The average rating of pruning trees was 2.89 (SD = 1.27) (see Table
34). Pruning trees was rated unsuccessful by two respondents (22.2%). One
respondent (11.1%) rated the service slightly successful while two
respondents (22.2%) rated the service moderately successful. Four
respondents (44.4%) rated pruning trees successful in raising profit margins.
The average rating of providing rental plants for weddings was 2.36
(SD = 1.03) (see Table 34). Providing rental plants for weddings was rated
unsuccessful by three respondents (27.3%). Two respondents (18.2%) rated
the service slightly successful while five respondents (45.4%) rated the
service moderately successful. One respondent (9.1%) rated rental plants for
weddings successful in raising profit margins.
The average rating of water garden design was 2.33 (SD=1.23) (see
Table 34). Water garden design was rated unsuccessful by four respondents
(33.3%). Three respondents (25.0%) rated the service slightly successful
while two respondents (16.7%) rated the service moderately successful.
Three respondents (25.0%) rated water garden design successful in raising
profit margins.
The average rating of water garden installation was 2.13 (SD = 1.36)
(see Table 34). Water garden installation was rated unsuccessful by four
respondents (50.0%). One respondent (12.5%) rated the service slightly
successful while one respondent (12.5%) rated the service moderately
successful. Two respondents (25.0%) rated water garden installation
successful in raising profit margins.
The average rating of floral design for weddings (e. g. corsages) was 2.13
(SD = 1.25) (see Table 34). Floral design for weddings (e. g. corsages) was
rated unsuccessful by four respondents (50.0%). Three respondents (37.5%)
rated the service moderately successful while one respondent (12.5%) rated
the service successful.
Table 34
Potential for Success in Raising Profit Margins—Services for Customers
Unsuccessful Slightly
Successfu
l
Moderatel
y
Successfu
l
Successful
SD N % N % N % N %
Custom container
design (e. g.
hanging baskets,
patio planters)
3.52
.6
8 0 0.0 2 9.5 6 28.6 13
61.
9
Customer designed
containers —
greenhouse 3.44
.7
3 0 0.0 2 12.5 5 31.3 9
56.
2
grows until pickup
date
Landscape
installation 3.39 .9
82 11.
10 0.0 5 27.8 11 61.
1
Landscape design 3.26 .8
71 5.3 2 10.5 7 36.8 9 47.
4
Pruning shrubs 3.15 .9
91 7.6 2 15.4 4 30.8 6 46.
2
Pruning trees 2.89 1.272 22.
21 11.1 2 22.2 4 44.
4
Rental plants for weddings
2.36 1.03 3 27.
32 18.2 5 45.4 1 9.1
Water garden design 2.33
1.23 4 33.
33 25.0 2 16.7 3 25.
0
Water garden installation
2.13 1.36
4 50.
01 12.5 1 12.5 2 25.
0
Floral design for weddings
(e. g. corsages) 2.13 1.25
4
50.
0 0 0.0 3 37.5 1
12.
5
Lawn equipment repair 1.75
1.50
2 6.3 30 93.7 0 0.0 0 0.0
Rental plants for offices
1.50 1.00
3 75.
0
0 0.0 1 25.0 0 0.0
The average rating of lawn equipment repair was 1.75 (SD = 1.50)
(see Table 34). Lawn equipment repair was rated unsuccessful by two
respondents (6.3%). Thirty respondents (93.7%) rated the service slightly
successful in raising profit margins.
The average rating of rental plants for offices was 1.50 (SD = 1.00)
(see Table 34). Rental plants for offices was rated unsuccessful by three
respondents (75.0%) while one respondent (25.0%) rated the service
moderately successful.
Lines of Plant Material. Using a scale of 1-4 with 1 being “unsuccessful”
and 4 “successful” the average rating of larger sizes of annuals was 3.57 (SD
= .60) (see Table 35). Larger sizes of annuals were rated slightly successful
by one respondent (4.8%). Seven respondents (33.3%) rated larger sizes of
annuals moderately successful while 13 respondents (61.9%) rated larger
sizes of annuals successful.
The average rating of summer annuals (e. g. wave petunias) was 3.46 (SD
= .81) (see Table 35). Summer annuals were rated unsuccessful by one
respondent (3.8%). Two respondents (7.7%) rated summer annuals slightly
successful while seven respondents (26.9%) rated summer annuals
moderately successful. Sixteen respondents (61.5%) rated summer annuals
successful in raising profit margins.
The average rating of perennials was 3.42 (SD = .76) (see Table 35).
Perennials were rated unsuccessful by one respondent (3.8%). One
respondent (3.8%) rated perennials slightly successful while 10 respondents
(38.5%) rated perennials moderately successful. Fourteen respondents
(53.8%) rated perennials successful in raising profit margins.
The average rating of summer blooming perennials was 3.42 (SD = .70) (see
Table 35). Summer blooming perennials were rated slightly successful by
three respondents (11.5%). Nine respondents (34.6%) rated summer
blooming perennials moderately successful while 14 respondents (53.8%)
rated summer blooming perennials successful.
The average rating of larger sizes of perennials was 3.32 (SD = .84)
(see Table 35). Larger sizes of perennials were rated unsuccessful by one
respondent (4.5%). Two respondents (9.1%) rated larger sizes of perennials
slightly successful while eight respondents (36.4%) rated them moderately
successful. Eleven respondents (50.0%) rated larger sizes of perennials
successful.
The average rating of outdoor container gardens was 3.30 (SD=.70)
(see Table 35). Outdoor container gardens were rated slightly successful by
three respondents (13.0%). Ten respondents (43.5%) rated outdoor
container gardens moderately successful while 10 respondents (43.5%) rated
them successful.
The average rating of cool weather annuals (e. g. pansies) was 3.25
(SD = .85) (see Table 35). Cool weather annuals were rated unsuccessful in
raising profit margins by one respondent (4.2%). Three respondents (12.5%)
rated cool weather annuals slightly successful while nine respondents
(37.5%) rated cool weather annuals moderately successful. Eleven
respondents (45.8%) rated cool weather annuals successful in raising profit
margins.
The average rating of fall blooming ornamental grasses was 3.00 (SD
= .95) (see Table 35). Fall blooming ornamental grasses were rated
unsuccessful by two respondents (8.7%). Four respondents (17.4%) rated
fall blooming ornamental grasses slightly successful while nine respondents
(39.1%) rated them moderately successful. Eight respondents (34.8%) rated
fall blooming ornamental grasses successful in raising profit margins.
The average rating of windowsill herb pots was 2.94 (SD = .80) (see
Table 35). Windowsill herb pots were rated slightly successful by six
respondents (33.3%). Seven respondents (38.9%) rated windowsill herb
pots moderately successful. Five respondents (27.8%) rated windowsill herb
pots successful in raising profit margins. The average rating of house plants
(e. g. African violets, ivy, etc) was 2.84 (SD = 1.17) (see Table 35). House
plants were rated unsuccessful by four respondents (21.1%). Two
respondents (10.5%) rated house plants slightly successful in raising profit
margins while six respondents (31.6%) rated house plants moderately
successful. Seven respondents (36.8%) rated house plants successful.
The average rating of herb topiaries was 2.82 (SD = .75) (see Table
35). Herb topiaries were rated slightly successful by four respondents
(36.4%). Five respondents (45.5%) rated herb topiaries moderately
successful while two respondents (18.0%) rated herb topiaries successful.
The average rating of plant propagation supplies (e. g. seed potatoes,
onion sets and garden seeds) was 2.82 (SD = .95) (see Table 35). Plant
propagation supplies were rated unsuccessful in raising profit margins by 17
respondents (53.1%). Fifteen respondents (46.9%) rated plant propagation
supplies slightly successful.
The average rating of orchids was 2.77 (SD = 1.17) (see Table 35).
Orchids were rated unsuccessful in raising profit margins by three
respondents (23.1%). One respondent (7.7%) rated orchids slightly
successful. Five respondents (38.4%) rated orchids moderately successful
while four respondents (30.8%) rated orchids successful.
The average rating of container evergreens for indoors was 2.56 (SD =
1.33) (see Table 35). Container evergreens for indoors were rated
unsuccessful by three respondents (33.3%). One respondent (11.1%) rated
container evergreens for indoors slightly successful while two respondents
(22.2%) rated them moderately successful. Three respondents (33.3%) rated
container evergreens for indoors successful.
The average rating of fresh cut flowers year round was 2.43 (SD =
1.13) (see Table 35). Fresh cut flowers year round were rated unsuccessful
in returning customers to the store by two respondents (28.6%). One
respondent (14.3%) rated fresh cut flowers year round slightly successful
while three respondents (42.8%) rated them moderately successful. One
respondent (14.3%) rated fresh cut flowers year round successful in raising
profit margins. The average rating of fall bulbs (e. g. tulips) was 2.31 (SD =
1.25) (see Table 35). Fall bulbs were rated unsuccessful by six respondents
(37.4%). Three respondents (18.8%) rated fall bulbs slightly successful
while three respondents (18.8%) rated fall bulbs moderately successful.
Four respondents (25.0%) rated fall bulbs successful in raising profit
margins.
The average rating of tropical bulbs (e. g. caladium) was 2.29 (SD =
1.07) (see Table 35). Tropical bulbs were rated unsuccessful by four
respondents (28.6%). Four respondents (28.6%) rated tropical bulbs slightly
successful and four respondents (28.6%) rated tropical bulbs moderately
successful. Two respondents (14.2%) rated tropical bulbs successful.
The average rating of spring bulbs (e. g. dahlias) was 2.00 (SD = 1.11) (see
Table 35). Spring bulbs were rated unsuccessful by six respondents
(42.8%). Four respondents (28.6%) rated spring bulbs slightly successful
while two respondents (14.3%) rated spring bulbs moderately successful.
Two respondents (14.3%) rated spring bulbs successful in raising profit
margins.
Table 35
Potential for Success in Raising Profit Margins—Lines of Plant Material
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Larger sizes of
annuals 3.57 .60 0 0.0 1 4.8 7 33.3 13 61.9
Summer
annuals (e. g.
wave petunias) 3.46 .81 1 3.8 2 7.7 7 26.9 16 61.5
Perennials 3.42 .76 1 3.8 1 3.8 10 38.5 14 53.8
Summer
blooming
perennials 3.42 .70 0 0.0 3 11.5 9 34.6 14 53.8
Larger sizes of
perennials 3.32 .84 1 4.5 2 9.1 8 36.4 11 50.0
Outdoor container
gardens 3.30 .70 0 0.0 3 13.0 10 43.5 10 43.5
Cool weather
annuals (e. g.
pansies) .85 1 4.2 3 12.5 9 37.5 11 45.8
Fall blooming
ornamental
grasses .95 2 8.7 4 17.4 9 39.1 8 34.8
Windowsill herb pots .80 0 0.0 6 33.3 7 38.9 5 27.8
House plants (e. g.
African
violets, ivy, etc)
4 21.1 2 10.5 6 31.6 7 36.8
1.17
Herb topiaries 2.82
.75 0 0.0 4 36.4 5 45.5 2 18.1
Plant propagation
supplies
(e. g. seed potatoes,
onion
sets and garden seeds)
2.82
.95 17 53.1 15 46.9 0 0.0 0 0.0
Table 35 (Continued)
Potential for Success in Raising Profit Margins—Lines of Plant Material
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Orchids 2.77
1.17 3 23.1 1 7.7 5 38.4 4 30.8
Container
evergreens for
indoors
2.56
1.33 3 33.3 1 11.1 2 22.2 3 33.3
Fresh cut
flowers year
round
2.43
1.13 2 28.6 1 14.3 3 42.8 1 14.3
Fall bulbs (e. g.
tulips)
2.31
1.25 6 37.4 3 18.8 3 18.8 4 25.0
Tropical bulbs
(e. g.
caladium)
2.29
1.07 4 28.6 4 28.6 4 28.6 2 14.2
Spring bulbs (e. g.
dahlias) 2.00 1.11 6 42.8 4 28.6 2 14.3 2 14.3
Lines of Merchandise. Using a scale of 1-4 with 1 being “unsuccessful” and
4
“successful” the average rating of hard goods (e. g. pottery, statues, etc) was
3.25 (SD =
.79) (see Table 36). Hard goods were rated slightly successful by four
respondents (20.0%). Seven respondents (35.0%) rated hard goods
moderately successful while nine respondents (45.0%) rated hard goods
successful in raising profit margins.
The average rating of wind chimes was 2.94 (SD = 1.18) (see Table
36). Wind chimes were rated unsuccessful by three respondents (18.8%).
Two respondents (12.4%) rated wind chimes slightly successful while four
respondents (25.0%) rated wind chimes moderately successful. Seven
respondents (43.8%) rated wind chimes successful.
The average rating of hummingbird supplies was 2.63 (SD = 1.09)
(see Table 36). Hummingbird supplies were rated unsuccessful by three
respondents (18.8%). Four respondents (25.0%) rated hummingbird
supplies slightly successful while five respondents (31.2%) rated the
supplies moderately successful. Four respondents (25.0%) rated
hummingbird supplies successful.
The average rating of garden flags was 2.57 (SD = 1.28) (see table
36). Garden flags were rated unsuccessful by four respondents (28.6%).
Three respondents (21.4%) rated garden flags slightly successful while two
respondents (14.3%) rated garden flags moderately successful. Five
respondents (35.7%) rated garden flags successful in raising profit margins.
The average rating of wildlife/bird feeding supplies was 2.33 (SD = 1.29)
(see Table 36). Wildlife/bird feeding supplies were rated unsuccessful by
six respondents (40.0%). Two respondents (13.3%) rated wildlife/bird
feeding supplies slightly successful while three respondents (20.0%) rated
the supplies moderately successful. Four respondents (26.7%) rated
wildlife/bird feeding supplies successful in raising profit margins.
The average rating of outdoor furniture and accessories was 2.29 (SD
= 1.14) (see Table 36). Outdoor furniture and accessories were rated
unsuccessful by four respondents (28.6%). Five respondents (35.7%) rated
outdoor furniture and accessories slightly successful while two respondents
(14.3%) rated outdoor furniture and accessories moderately successful.
Three respondents (21.4%) rated outdoor furniture and accessories
successful.
The average rating of candles and accessories was 2.21 (SD = 1.05)
(see Table 36). Candles and accessories were rated unsuccessful by four
respondents (28.6%). Five respondents (35.7%) rated candles and
accessories slightly successful while three respondents (21.4%) rated them
moderately successful. Two respondents (14.3%) rated candles and
accessories successful.
The average rating of pet food and supplies was 2.20 (SD = 1.64). Pet
food and supplies were rated unsuccessful by three respondents (60.0%)
while two respondents (40.0%) rated them successful.
The average rating of lawn equipment (e. g. mowers, weed trimmers)
was 2.00 (SD = 1.41) (see Table 36). Lawn equipment was rated
unsuccessful by three respondents (60.0%). One respondent (20.0%) rated
lawn equipment moderately successful while one respondent (20.0%) rated
lawn equipment successful.
The average rating of garden themed clothing was 1.80 (SD = 1.30)
(see Table 36). Garden themed clothing was rated unsuccessful by three
respondents (60.0%). One respondent (20.0%) rated garden themed clothing
slightly successful while one respondent (20.0%) rated garden themed
clothing successful.
The average rating of other jams and jellies was 1.50 (SD = 1.00) (see
Table 36). One respondent (33.3%) rated other jams and jellies unsuccessful
while two respondents (66.7%) rated other jams and jellies slightly
successful (see Table 40).
The average rating of local jams and jellies was 1.33 (SD = .58) (see
Table 36). Local jams and jellies were rated unsuccessful by two
respondents (66.7%) while one respondent (33.3%) rated local jams and
jellies slightly successful.
The average rating of local wine was 1.33 (SD = .58) (see Table 36).
Local wine was rated unsuccessful by two respondents (66.7%) while one
respondent (33.3%) rated local wine slightly successful. The average rating
of other wine, local honey, other honey and canning supplies was 1.25 (SD =
.50) (see Table 36). Other wine was rated unsuccessful by three respondents
(75.0%) while one respondent rated other wine (25.0%). Local honey was
rated unsuccessful by three respondents (75.0%) while one respondent
(25.0%) rated local honey as slightly successful. Other honey was rated
unsuccessful by three respondents (75.0%) while one respondent (25.0%)
rated other honey slightly successful. Canning supplies were rated
unsuccessful by three respondents (75.0%) while one respondent (25.0%)
rated canning supplies slightly successful.
Table 36
Potential for Success in Raising Profit Margins—Lines of Merchandise
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Hard goods (e. g.
pottery,
statues, etc)
3.25 .790 0.0 4 20.0 7 35.0 9 45.0
Wind chimes 2.94
1.18 3 18.8 2 12.4 4 25.0 7 43.8
Hummingbird
supplies
2.63
1.09 3 18.8 4 25.0 5 31.2 4 25.0
Garden flags 2.57
1.28 4 28.6 3 21.4 2 14.3 5 35.7
Wildlife/bird
feeding supplies
2.33
1.29 6 40.0 2 13.3 3 20.0 4 26.7
Outdoor furniture
and accessories
2.29
1.14 4 28.6 5 35.7 2 14.3 3 21.4
Candles and
accessories
2.21
1.05 4 28.6 5 35.7 3 21.4 2 14.3
Pet food and
supplies
2.20
1.64 3 60.0 0 0.0 0 0.0 2 40.0
Lawn equipment
(e. g. mowers,
weed trimmers)
2.00
1.41 3 60.0 0 0.0 1 20.0 1 20.0
Garden themed
clothing
1.80
1.30
3 60.0 1 20.0 0 0.0 1 20.0
Table 36 (Continued)
Potential for Success in Raising Profit Margins—Lines of Merchandise
Unsuccessful Slightly
Successful
Moderately
Successful
Successful
M SD N % N % N % N %
Other jams and 1.50 1 33.3 2 66.7 0 0.0 0 0.0
jellies 1.00
Local jams and
jellies 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Local wine 1.33 .58 2 66.7 1 33.3 0 0.0 0 0.0
Other wine 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Local honey 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Other honey 1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Canning
supplies
1.25 .50 3 75.0 1 25.0 0 0.0 0 0.0
Adjustments to Business or Location. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of customer friendly
staff was 3.81 (SD = .63) (see Table 37). Customer friendly staff was rated
unsuccessful by one respondent (3.8%). Two respondents (7.7%) rated
adjustment moderately successful. Twenty three respondents (88.5%) rated
customer friendly staff successful in raising profit margins.
The average rating of knowledgeable and experienced staff was 3.74
(SD = .71) (see Table 37). Knowledgeable and experienced staff was rated
unsuccessful by one respondent (3.7%). One respondent (3.7%) rated the
adjustment slightly successful while two respondents (7.4%) rated
knowledgeable and experienced staff moderately successful. Twenty three
respondents (85.2%) rated the adjustment successful in raising profit
margins.
The average rating of growing your own plants to allow for diverse
product mix was 3.70 (SD = .57) (see Table 37). Growing your own plants
to allow for diverse product mix was rated slightly successful by one
respondent (5.0%). Four respondents (20.0%) rated the adjustment
moderately successful while 15 respondents (75.0%) rated it successful.
The average rating of raise prices on all items was 3.63 (SD = .62)
(see Table 37). One respondent (6.2%) rated raising prices on all items
slightly successful while four respondents (25.0%) rated the adjustment
moderately successful. Eleven respondents (68.8%) rated raising prices on
all items successful in raising profit margins.
The average rating of display gardens was 3.47 (SD = .62) (see Table
37). Display gardens were rated unsuccessful by one respondent (5.9%).
Seven respondents (41.1%) rated display gardens moderately successful
while nine respondents (52.9%) rated display gardens successful in raising
profit margins.
The average rating of establish a “greeter” at entrance was 3.46
(SD=.66) (see Table 37). Establishing a “greeter” at the entrance was rated
slightly successful by one respondent (7.7%). Five respondents (38.5%)
rated the adjustment moderately successful while seven respondents (53.8%)
rated the adjustment successful.
The average rating of neat and clean aisles and displays was 3.40 (SD
= .87) (see Table 37). Neat and clean aisles and displays were rated
unsuccessful by one respondent (4.0%). Three respondents (12.0%) rated
the adjustment slightly successful while six respondents (24.0%) rated
moderately successful. Fifteen respondents (60.0%) rated neat and clean
aisles and displays successful.
The average rating of add a covered shopping area for year round
sales was 3.23 (SD = 1.09) (see Table 37). Two respondents (15.4%) rated
adding a covered shopping area for year round sales unsuccessful. Four
respondents (30.8%) rated the adjustment moderately successful while seven
respondents (53.8%) rated it successful in raising profit margins.
The average rating of hire a certified horticulturist was 3.18 (SD =
1.17) (see Table 37). Hiring a certified horticulturist was rated unsuccessful
by two respondents (18.2%). Three respondents (27.3%) rated the
adjustment moderately successful while six respondents (54.5%) rated hiring
a certified horticulturist successful.
The average rating of establish warranty for plant material was 2.89
(SD = .81) (see Table 37). One respondent (5.3%) rated establishing a
warranty for plant material unsuccessful. Four respondents (21.1%) rated
the adjustment slightly successful while 10 respondents (52.5%) rated the
adjustment moderately successful. Four respondents (21.1%) rated
establishing a warranty for plant material successful in raising profit
margins.
The average rating of become bonded was 2.63 (SD = 1.41) (see
Table 37). Becoming bonded was rated unsuccessful by seven respondents
(24.1%) while 22 respondents (75.9%) rated the adjustment slightly
successful. The average rating of add a coffee house was 2.00 (SD = 1.00)
(see Table 37). Adding a coffee house was rated unsuccessful by two
respondents (40.0%) while one respondent (20.0%) rated the adjustment
slightly successful. Two respondents (40.0%) rated adding a coffee house
moderately successful.
Table 37
Potential for Success in Raising Profit Margins—Adjustments to Business or
Location
UnsuccessfulSlightly Moderately
Successful
Successful Successful
M SD N % N % N % N %
Customer friendly staff 3.81 .63 1 3.8 0 0.0 2 7.7 23 88.5
Knowledgeable and
experienced staff 3.74 .71 1 3.7 1 3.7 2 7.4 23 85.2
Growing your own plants
to allow for diverse product
mix 3.70 .57 0 0.0 1 5.0 4 20.0 15 75.0
Raise prices on all
items 3.63 .62 0 0.0 1 6.2 4 25.0 11 68.8
Display gardens 3.47 .62 0 0.0 1 5.9 7 41.1 9 52.9
Establish a “greeter” at
entrance 3.46 .66 0 0.0 1 7.7 5 38.5 7 53.8
Neat and clean aisles
and displays 3.40 .87 1 4.0 3 12.0 6 24.0 15 60.0
Add a covered
shopping area for year
round sales 3.23 1.09 2 15.4 0 0.0 4 30.8 7 53.8
Hire a certified
horticulturist 3.18 1.17 2 18.2 0 0.0 3 27.3 6 54.5
Establish warranty for
plant material 2.89 .81 1 5.3 4 21.1 10 52.5 4 21.1
Become bonded 2.63 1.41 7 24.1 22 75.9 0 0.0 0 0.0
Add a coffee house 2.00 1.00 2 40.0 1 20.0 2 40.0 0 0.0
Convert greenhouse to
banquet hall during
nonpeak months 1.75 .96 2 50.0 1 25.0 1 25.0 0 0.0
Add a bakery 1.67 1.16 2 66.7 0 0.0 1 33.3 0 0.0
Add an ice cream shop 1.67 1.16 2 66.7 0 0.0 1 33.3 0 0.0
The average rating of convert greenhouse to banquet hall during non-
peak months was 1.75 (SD = .96) (see Table 37). Converting the greenhouse
to a banquet hall during non-peak months was rated unsuccessful by two
respondents (50.0%). One respondent (25.0%) rated the adjustment slightly
successful and one respondent (25.0%) rated it moderately successful.
The average rating of add a bakery and add an ice cream shop was
1.67 (SD = 1.16) (see Table 37). Two respondents (66.7%) rated adding a
bakery unsuccessful while one respondent (33.3%) rated adding a bakery
moderately successful. Adding an ice cream shop was rated unsuccessful by
two respondents (66.7%) while one respondent (33.3%) rated it moderately
successful.
Customer Appreciation. Using a scale of 1-4 with 1 being
“unsuccessful” and 4 “successful” the average rating of seasonally dated
coupons was 3.06 (SD = .83) (see Table 38). Seasonally dated coupons were
rated unsuccessful in raising profit margins by one respondent (5.9%). Two
respondents (11.8%) rated seasonally dated coupons slightly successful
while nine respondents (52.9%) rated them moderately successful.
Five respondents (29.4%) rated seasonally dated coupons successful.
The average rating of percent-off sale events was 2.76 (SD = .94) (see
Table 38). Percent-off sale events were rated unsuccessful by two
respondents (9.5%). Six respondents (28.6%) rated percent-off sale events
slightly successful while eight respondents (38.1%) rated the event
moderately successful. Five respondents (23.8%) rated percent-off sale
events successful in raising profit margins.
Using a scale of 1-4 with 1 being “unsuccessful” and 4 “successful”
the average rating of sell gift certificates at 20 percent off during non-peak
months was 2.71 (SD = .95) (see Table 38). Selling gift certificates at 20
percent off during non-peak months was rated unsuccessful by one
respondent (14.3%). One respondent (14.3%) rated this method of customer
appreciation slightly successful while four respondents (57.1%) rated it
moderately successful. One respondent (14.3%) rated selling gift
certificates at 20 percent off successful in raising profit margins.
The average rating of spend $50 get free gift was 2.70 (SD = .68) (see
Table 38). Four respondents (40.0%) rated a spend $50 get free gift event
slightly successful while five respondents (50.0%) rated it moderately
successful. One respondent (10.0%) rated this method of customer
appreciation successful.
The average rating of holiday specials on corresponding plants and
accessories was 2.60 (SD = 1.17) (see Table 38). Two respondents (20.0%)
rated holiday specials on corresponding plants and accessories (i.e.
Memorial Day: red, white and blue) unsuccessful. Three respondents
(30.0%) rated holiday specials on corresponding plants and accessories
slightly successful while two respondents (20.0%) rated it moderately
successful. Three respondents (30.0%) rated holiday specials on
corresponding plants and accessories successful in raising profit margins.
The average rating of offer extra stamps on loyalty cards in non-peak
months was 2.43 (SD = .79) (see Table 38). Offering extra stamps on
loyalty cards in non-peak months was rated unsuccessful by one respondent
(14.3%). Two respondents (28.6%) rated extra loyalty stamps slightly
successful while four respondents (57.1%) rated it moderately successful.
The average rating of offering specials to customers in costume on
Halloween was 1.67 (SD = 1.16) (see Table 38). Offering specials to
customers in costume on Halloween was rated unsuccessful by two
respondents (66.7%) while one respondent (33.3%) rated it moderately
successful.
Table 38
Potential for Success in Raising Profit Margins—Customer Appreciation
Unsuccessful Slightly
Moderately
Successful
Successful
Successful
M SD N % N % N % N %
Seasonally dated
coupons
3.06 .83 1 5.9 2 11.8 9 52.9 5 29.4
Percent-off sale
events 2.76 .94 2 9.5 6 28.6 8 38.1 5 23.8
Sell gift certificates
at 20 percent off
during non-peak
months
2.71 .95 1 14.3 1 14.3 4 57.1 1 14.3
Spend $50 get free
gift 2.70 .68 0 0.0 4 40.0 5 50.0 1 10.0
Holiday specials on 2.60 2 20.0 3 30.0 2 20.0 3 30.0
corresponding plants
and accessories i.e.
Memorial
Day: red, white and
blue
1.17
Offer extra stamps on loyalty
cards in non-peak months 2.43
.79
1 14.3 2 28.6 4 57.1 0 0.0
Offer specials to customers in
costume on Halloween 1.67
1.16
2 66.7 0 0.0 1 33.3 0 0.0
Practices Garden Centers Will Use in the Future
Participants were asked to consider each practice in the questionnaire
and decide whether or not they would use it in their garden center in the
future. Respondents were asked to select yes or no to reflect their answer.
Holiday Merchandise or Services. Twenty-one respondents (84.0%)
will use live pumpkins in the future. Custom made decorations (e. g.
wreaths, swags) will be used by 18 respondents (81.8%). Container trees
will be used by 16 respondents (80.0%). Halloween decorations will be used
by 19 respondents (76.0%). Christmas gift plants (e. g. poinsettias) will be
used by 15 respondents (75.0%). Balled and burlap trees will be used by 14
respondents (73.7%). Easter gift plants (e. g. Easter lilies) will be used by
13 respondents (72.2%). Christmas decorations will be used by 17
respondents (70.8%). Thanksgiving decorations will be used by 14
respondents (70.0%).
Fifteen respondents (68.2%) will use Easter decorations in the future.
Fourteen respondents (66.7%) will use fresh-cut Christmas trees. Painted
poinsettias will be used by eight respondents (53.3%). Six respondents
(37.5%) will use artificial Christmas trees. Interior Christmas decorating
services will be used by five respondents (35.7%). Exterior Christmas
decorating services will be used by three respondents (21.4%). Five
respondents (15.6%) will use fresh cut flowers for Valentine’s Day (see
Table 43).
Table 39
Practices Garden Centers Will Use in the Future—Holiday Merchandise or
Services
Yes No
N % N %
Live pumpkins 21 84.0 4 16.0
Custom made decorations (e. g. wreaths, swags) 18 81.8 4 18.2
Container trees 16 80.0 4 20.0
Halloween decorations 19 76.0 6 24.0
Christmas gift plants (e. g. poinsettias) 15 75.0 5 25.0
Balled and burlap trees 14 73.7 5 26.3
Easter gift plants (e. g. Easter lilies) 13 72.2 5 27.8
Christmas decorations 17 70.8 7 29.2
Thanksgiving decorations 14 70.0 6 30.0
Easter decorations 15 68.2 7 31.8
Fresh cut Christmas trees 14 66.7 7 33.3
Painted poinsettias 8 53.3 7 46.7
Artificial Christmas trees 6 37.5 10 62.5
Interior Christmas decorating services 5 35.7 9 64.3
Exterior Christmas decorating services 3 21.4 11 78.6
Fresh cut flowers for Valentine's Day 5 15.6 27 84.4
Children’s Activities. Ten respondents (71.4%) will let children plant
their own plants to take home. Four respondents (33.3%) will use a petting
zoo in the future. Three respondents (27.3%) will use a corn maze in the
future. Photos with the Easter Bunny will be used by three respondents
(23.1%). Two respondents (16.7%) will create a haunted greenhouse in the
future. Photos with Santa will be used by two respondents (15.4%). Pony
rides will be used in four garden centers (12.5%). One respondent (8.3%)
will build and decorate a straw house. Eleven respondents (100.0%) said
they would not sell Easter pets (e. g. chicks, ducks, bunnies) in the future
(see Table 40).
Table 40
Practices Garden Centers Will Use in the Future—Children’s Activities
Yes No
N % N %
Plant their own plants to take home 10 71.4 4 28.6
Petting zoo 4 33.3 8 66.7
Corn maze 3 27.3 8 72.7
Photos with Easter Bunny 3 23.1 10 76.9
Haunted greenhouse 2 16.7 10 83.3
Photos with Santa 2 15.4 11 84.6
Pony rides 4 12.5 28 87.5
Build and decorate d straw house 1 8.3 11 91.7
Sell Easter pets (e. g. chicks, ducks, bunnies) 0 0.0 11 100.0
Advertisement. Twenty-three respondents (100.0%) will use a
company website. Fourteen respondents (87.5%) will send periodic
newsletters to customers. Twelve respondents (85.7%) will email customers
new product updates. Twenty respondents (76.9%) will use the newspaper.
The radio will be used by 17 respondents (73.9%). Twelve respondents
(70.6%) will use a year round marketing program instead of a seasonal
program. Fourteen respondents (45.2%) will use television in the future (see
Table 41).
Table 41
Practices Garden Centers Will Use in the Future—Advertisement
Yes No
N % N %
Utilizing a company website 23 100.0 0 0.0
Sending periodic newsletters to customers 14 87.5 2 12.5
Emailing customers new product updates 12 85.7 2 14.3
Newspaper 20 76.9 6 23.1
Radio 17 73.9 6 26.1
Using a year round marketing program instead of
seasonal 12 70.6 5 29.4
Television 14 45.2 17 54.8
Educational Seminars. Plants that attract butterflies will be used by
13 respondents (81.2%). Fourteen respondents (77.8%) will use gardening
basics as a seminar topic. Plants that attract birds will be used as a seminar
by 12 respondents (75.0%). Ten respondents (71.4%) will use dividing
perennials as a seminar topic.
Eleven garden centers (64.7%) will use cooking with herbs as a
seminar. Pruning will be used by 10 respondents (62.5%). Nine
respondents (60.0%) will use the dos and don’ts of much. Plants that repel
pests (e. g. deer, rabbits, etc) will be used by seven respondents (53.8%).
Seven respondents (53.8%) will use flower arranging as a seminar topic.
Eight respondents (53.3%) will use the seminar preparing gardens for
winter. Six respondents (50.0%) will use identifying diseases. Six garden
centers (42.9%) will use drying and storing herbs. Planting will be used as a
seminar topic by 12 respondents (40.0%). Identifying insect pests will be
used by four respondents (36.4%).
Drying flowers will be used by five garden centers (35.7%). Four
respondents (33.3%) will use herbal health remedies. Using landscape
lighting to accent gardens at night will be used by two respondents (18.2%).
Gardening without pain will be used by one respondent (10.0%). One
respondent (9.1%) will use preserving birdhouses and feeders. Eleven
respondents (100.0%) will not use maintaining deck wood as a seminar.
Twelve respondents (100.0%) will not use maintaining outdoor furniture as a
seminar (see Table 42).
Table 42
Practices Garden Centers Will Use in the Future—Educational Seminars
Yes No
N % N %
Plants that attract butterflies 13 81.2 3 18.8
Gardening basics 14 77.8 4 22.2
Plants that attract birds 12 75.0 4 25.0
Dividing perennials 10 71.4 4 28.6
Cooking with herbs 11 64.7 6 35.3
Pruning 10 62.5 6 37.5
Dos and don'ts of mulch 9 60.0 6 40.0
Plants that repel pests (e. g. deer, rabbits, etc) 7 53.8 6 46.2
Table 42 (Continued)
Practices Garden Centers Will Use in the Future—Educational Seminars
Yes No
N % N %
Flower arranging 7 53.8 6 46.2
Preparing gardens for winter 8 53.3 7 46.7
Identifying diseases 6 50.0 6 50.0
Drying and storing herbs 6 42.9 8 57.1
Planting 12 40.0 18 60.0
Identifying insect pests 4 36.4 7 63.6
Drying flowers 5 35.7 9 64.3
Herbal health remedies 4 33.3 8 66.7
Using landscape lighting to accent gardens at
night 2 18.2 9 81.8
Gardening without pain 1 10.0 9 90.0
Preserving birdhouses and feeders 1 9.1 10 90.9
Maintaining deck wood 0 0.0 11 100.0
Maintaining outdoor furniture 0 0.0 12 100.0
Services for the Community. Twenty-one respondents (65.6%) will
donate supplies (e. g. mulch) to public areas. Twenty respondents (90.0%)
will donate plants to public areas. Four respondents (40.0%) will sponsor a
local craft show in the future. Four respondents (36.4%) will offer a farmers
market with free space for vendors. One respondent (11.1%) will offer a
farmers market with paid space for vendors as a service for the community
(see Table 43).
Table 43
Practices Garden Centers Will Use in the Future—Services for the
Community
Yes No
N % N %
Donation of supplies to public areas (e. g. mulch) 21 65.6 11 34.4
Donation of plants to public areas 20 90.9 2 9.1
Local craft show 4 40.0 6 60.0
Farmers market with free space for vendors 4 36.4 7 63.6
Farmers market with paid space for vendors 1 11.1 8 88.9
Services for Customers. Custom container design (e. g. hanging
baskets, patio planters) will be used by 22 respondents (91.7%). Seventeen
respondents (85.0%) will use customer designed containers (greenhouse
grows until pick up date). Landscape design will be used by 18 respondents
(75.0%). Sixteen respondents (72.7%) will use landscape installation.
Thirteen garden centers (65.0%) will use pruning shrubs as a service
for customers. Rental plants for weddings will be used by nine garden
centers (52.9%). Water garden design will be used by nine respondents
(52.9%). Pruning trees will be used by six respondents (37.5%).
Five respondents (35.7%) will use water garden installation. Four
respondents (28.6%) will use floral design for weddings (e. g. corsages).
Rental plants for offices will be used by one respondent (8.3%). Lawn
equipment repair will be used by two garden centers (6.2%) (see Table 44).
Table 44
Practices Garden Centers Will Use in the Future—Services for Customers
Yes No
N % N %
Custom container design (e. g. hanging baskets,
patio planters)
22 91.7 2 8.3
Customer designed containers —greenhouse
grows until pickup date
17 85.0 3 15.0
Landscape design 18 75.0 6 25.0
Landscape installation 16 72.7 6 27.3
Pruning shrubs 13 65.0 7 35.0
Rental plants for weddings 9 52.9 8 47.1
Water garden design 9 52.9 8 47.1
Pruning trees 6 37.5 10 62.5
Water garden installation 5 35.7 9 64.3
Floral design for weddings (e. g. corsages) 4 28.6 10 71.4
Rental plants for offices 1 8.3 11 91.7
Lawn equipment repair 2 6.2 30 93.8
Lines of Plant Material. Perennials will be sold at 27 garden centers
(96.4%) in the future. Summer blooming perennials will be sold at 26
garden centers (96.3%). Summer annuals (e. g. wave petunias) will be used
in 25 garden centers (96.2%). Twenty-three garden centers (95.8%) will use
outdoor container gardens.
Cool weather annuals (e. g. pansies) will be used in 23 garden centers
(95.8%). Twenty-one respondents (91.3%) will use larger sizes of annuals.
Windowsill herb pots will be used by 18 garden centers (90.0%). Twenty-
four respondents (88.9%) will use fall blooming ornamental grasses. Larger
sizes of perennials will be used by 21 garden centers (84.0%). Seventeen
respondents (81.0%) will sell house plants (e. g. African violets, ivy, etc).
Fourteen respondents (70.0%) will be using fall bulbs (e. g. tulips).
Eleven garden centers (68.8%) will use herb topiaries. Spring bulbs
(e. g. dahlias) will be used by 10 respondents (58.8%). Tropical bulbs (e. g.
caladium) will be used by 10 respondents (58.8%). Plant propagation
supplies (e. g. seed potatoes, onion sets and garden seeds) will be sold in 17
garden centers (53.1%). Ten respondents (50.0%) will sell orchids in the
future. Container evergreens for indoors will be used by eight garden
centers (50.0%). Fresh cut flowers year round will be sold at five garden
centers (41.7%) (see Table 45).
Table 45
Practices Garden Centers Will Use in the Future—Lines of Plant Material
Yes No
N % N %
Perennials 27 96.4 1 3.6
Summer blooming perennials 26 96.3 1 3.7
Summer annuals (e. g. wave petunias) 25 96.2 1 3.8
Outdoor container gardens 23 95.8 1 4.2
Cool weather annuals (e. g. pansies) 23 95.8 1 4.2
Larger sizes of annuals 21 91.3 2 8.7
Windowsill herb pots 18 90.0 2 10.0
Fall blooming ornamental grasses 24 88.9 3 11.1
Larger sizes of perennials 21 84.0 4 16.0
House plants (e. g. African violets, ivy, etc) 17 81.0 4 19.0
Fall bulbs (e. g. tulips) 14 70.0 6 30.0
Herb topiaries 11 68.8 5 31.2
Spring bulbs (e. g. dahlias) 10 58.8 7 41.2
Tropical bulbs (e. g. caladium) 10 58.8 7 41.2
Plant propagation supplies (e. g. seed potatoes,
onion sets and garden seeds)
17 53.1 15 46.9
Orchids 10 50.0 10 50.0
Container evergreens for indoors 8 50.0 8 50.0
Fresh cut flowers year round 5 41.7 7 58.3
Lines of Merchandise. Twenty-one respondents (91.3%) will sell hard
goods (e. g. pottery, statues, etc). Hummingbird supplies will be sold at 16
garden centers (76.2%). Wind chimes will be sold in 15 garden centers
(75.0%). Outdoor furniture and accessories will be sold by 12 garden
centers (66.7%). Garden flags will be sold in 11 garden centers (64.7%).
Ten garden centers (62.5%) will use candles and accessories.
Wildlife/bird feeding supplies will be sold at 12 garden centers
(57.1%). Three respondents (23.1%) will sell garden themed clothing. Two
respondents (18.2%) will sell local jams and jellies. Local honey will be
sold at two garden centers (16.7%). Two garden centers (15.4%) will sell
pet food and supplies. Lawn equipment (e. g. mowers, weed trimmers) will
be sold by two respondents (14.3%). One garden center (9.1%) will sell
canning supplies. One garden center (8.3%) will use local wine. One
garden center (7.7%) will sell other wine. One garden center (7.7%) will
sell other honey. Other jams and jellies will be sold by one garden center
(3.3%) (see Table 46).
Table 46
Practices Garden Centers Will Use in the Future—Lines of Merchandise
Yes No
N % N %
Hard goods (e. g. pottery, statues, etc) 21 91.3 2 8.7
Hummingbird supplies 16 76.2 5 23.8
Wind chimes 15 75.0 5 25.0
Outdoor furniture and accessories 12 66.7 6 33.3
Garden flags 11 64.7 6 35.3
Candles and accessories 10 62.5 6 37.5
Wildlife/bird feeding supplies 12 57.1 9 42.9
Garden themed clothing 3 23.1 10 76.9
Local jams and jellies 2 18.2 9 81.8
Local honey 2 16.7 10 83.3
Pet food and supplies 2 15.4 11 84.6
Lawn equipment (e. g. mowers, weed trimmers) 2 14.3 12 85.7
Canning supplies 1 9.1 10 90.9
Local wine 1 8.3 11 91.7
Other wine 1 7.7 12 92.3
Other honey 1 7.7 12 92.3
Other jams and jellies 1 3.3 29 96.7
Adjustments to Business or Location. Twenty-seven respondents
(100.0%) will hire knowledgeable and experienced staff. Twenty-six garden
centers (100.0%) will keep neat and clean aisles and displays. Customer
friendly staff will be used by 26 respondents (96.3%). Nineteen garden
centers (82.6%) will establish a warranty for plant material. Nineteen
garden centers (82.6%) will use display gardens. Twenty respondents
(80.0%) will grow their own plants to allow for diverse product mix. Fifteen
respondents (78.9%) will raise prices on all items. Thirteen garden centers
(65.0%) will add a covered shopping area for year round sales. Twelve
respondents (63.2%) will establish a “greeter” at the store entrance. A
certified horticulturist will be hired at 10 garden centers (62.5%). Three
respondents (25.0%) will add a coffee house in the future.
Seven garden centers (24.1%) will become bonded. Two respondents
(18.2%) will add a bakery to the garden center. Two garden centers (18.2%)
will add an ice cream shop. Two garden centers (15.4%) will convert a
greenhouse to a banquet hall during non-peak months (see Table 47).
Table 47
Practices Garden Centers Will Use in the Future—Adjustments to Business
or Location
Yes No
N % N %
Knowledgeable and experienced staff 27 100.0 0 0.0
Neat and clean aisles and displays 26 100.0 0 0.0
Customer friendly staff 26 96.3 1 3.7
Establish warranty for plant material 19 82.6 4 17.4
Display gardens 19 82.6 4 17.4
Growing your own plants to allow for diverse
product mix
20 80.0 5 20.0
Raise prices on all items 15 78.9 4 21.1
Add a covered shopping area for year round sales 13 65.0 7 35.0
Establish a “greeter” at entrance 12 63.2 7 36.8
Hire a certified horticulturist 10 62.5 6 37.5
Add a coffee house 3 25.0 9 75.0
Become bonded 7 24.1 22 75.9
Add a bakery 2 18.2 9 81.8
Add an ice cream shop 2 18.2 9 81.8
Convert greenhouse to banquet hall during non-
peak months
2 15.4 11 84.6
Customer Appreciation. Percent-off sale events will be used by 19 garden
centers (100.0%). Sixteen garden centers (84.2%) will use seasonally dated
coupons. Holiday specials on corresponding plants and accessories (i.e.
Memorial Day: red, white and blue) will be offered by eight garden centers
(57.1%). Eight garden centers (57.1%) will offer a spend $50 get a free gift
event.
Seven garden centers (46.7%) will sell gift certificates at 20 percent
off during non peak months. Four garden centers (36.4%) will offer specials
to customers in costume on Halloween. Five garden centers (35.7%) will
offer extra stamps on loyalty cards during non-peak months (see Table 48).
Table 48
Practices Garden Centers Will Use in the Future—Customer Appreciation
Yes No
N % N %
Percent-off sale events 19 100.0 0 0.0
Seasonally dated coupons 16 84.2 3 15.8
Holiday specials on corresponding plants and
accessories i.e. Memorial Day: red, white and blue
8 57.1 6 42.9
Spend $50 get free gift 8 57.1 6 42.9
Sell gift certificates at 20 percent off during non-
peak months
7 46.7 8 53.3
Offer specials to customers in costume on
Halloween 4 36.4 7 63.6
Offer extra stamps on loyalty cards in non-peak
months
5 35.7 9 64.3
CHAPTER V
Summary, Conclusions, and Recommendations
Purpose of the Study
The purpose of this study was to identify the measures that
independently owned retail garden centers subscribe to extend their
profitable season beyond the spring and early summer. By identifying
profitable practices used by garden centers in the United States, the retail
horticulture industry will benefit from increased profits and more
employment opportunities. The entire green industry will also benefit from
the increase in retail sales. The demand for plants, planting mediums and
other garden accessories will have to increase to keep up with the retail
sector. The manufacturing and production of plants, mediums and
accessories will create more jobs and more money in the economy.
Objectives of the Study
The objectives for the study are reflected in the following research
questions:
1. What measures are currently being practiced by garden centers to
extend the profitable season beyond the spring and early summer?
2. What companion products do garden centers sell to extend the
profitable season?
3. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in raising profit margins?
4. Which techniques used to extend the profitable season are viewed
by retailers to be most helpful in returning customers to the garden
center?
5. Which techniques are retailers most likely to incorporate in their
current operation?
6. Is shutting down the garden center for an extended period of time a
realistic option?
Summary of Findings
The sample population for this study was 248 independent retail
garden centers that were members of the Ohio Floriculture Association as of
November 2006 who resided in West Virginia, Ohio, Maryland,
Pennsylvania, Virginia and Kentucky. The majority of garden centers
represented in this study had been in operation for 20 or more years while
the age of most respondents was between 50-59 years.
Typically the respondents were male and either had a high school
diploma or a bachelors degree. Most of the respondents were not certified
horticulturists. The majority of the garden centers were open year round and
had an average of 15,790.32 square feet indoors and 42,509.50 square feet
outdoors. Typically garden centers were open for a total of nine hours
Monday through Friday, nine hours on Saturdays and five to six hours on
Sundays.
Research Questions One
The top three practices currently subscribed by garden centers to
extend the profitable season were identified in each of the 10 questionnaire
categories. Live pumpkins, Halloween decorations and custom made
decorations (e. g. wreaths, swags) were the most used Holiday Merchandise
or Services. In the Children’s Activities category letting children plant their
own plants to take home, photos with Santa and a petting zoo were the most
popular. The newspaper, utilizing a company website and the radio were the
most used forms of advertisement.
Gardening basics, planting and plants that attract birds and butterflies
were used the most as educational seminars. The most widely used services
for the community were donation of plants to public areas, donation of
supplies to public areas (e. g. mulch) and a local craft show. The most
widely used services for customers were custom container design (e. g.
hanging baskets, patio planters), landscape design and landscape installation.
The most popular lines of plant material were summer blooming
perennials, perennials and summer annuals (e. g. wave petunias). The most
popular lines of merchandise were hard goods (e. g. pottery, statues, etc),
hummingbird supplies and wind chimes. The top three adjustments to the
business or location garden centers already had in effect were
knowledgeable and experienced staff, customer friendly staff and neat and
clean aisles and displays. The three most popular forms of customer
appreciation were percent-off sale events, seasonally dated coupons and
spend $50 get free gift.
Research Question Two
The companion products sold by garden centers to help extend the
profitable season are reflected in the answers for research question one. Any
products other than plant material can be considered companion products.
Research Question Three
Respondents rated the practices in the survey on the successfulness in
raising profit margins of the garden center. The practices were rated as
follows.
Holiday Merchandise or Services. Live pumpkins, container trees,
balled and burlap trees, custom made decorations (e. g. wreaths, swags),
Christmas gift plants (e. g. poinsettias) and painted poinsettias were
identified as moderately successful in raising profit margins. Easter
decorations, Thanksgiving decorations, Halloween decorations, Christmas
decorations, Interior Christmas decorating services, fresh cut Christmas
trees, artificial Christmas trees, Easter gift plants (e. g Easter lilies) and fresh
cut flowers for Valentine’s Day were identified as slightly successful.
Retailers identified exterior Christmas decorating services as unsuccessful in
raising profit margins.
Children’s Activities. Corn maze and plant their own plants to take
home were identified as slightly successful. Photos with Easter Bunny,
photos with Santa, petting zoo, selling Easter pets (e. g. chicks, ducks,
bunnies), haunted greenhouse, build and decorate a straw house and pony
rides were identified as unsuccessful in raising profit margins.
Advertisement. All of the practices involving advertisement were
identified as moderately successful in raising profit margins. The practices
were: emailing customers new product updates, utilizing a company website,
sending periodic newsletters to customers, using a year round marketing
program instead of seasonal, newspaper, radio and television.
Educational Seminars. Flower arranging was identified as moderately
successful in raising profit margins. Preparing gardens for winter, drying
and storing herbs, cooking with herbs, herbal health remedies, gardening
basics, dos and don’ts of mulch, plants that attract birds, plants that attract
butterflies, plants that repel pests (e. g. deer, rabbits, etc), identifying
diseases, diving perennials, pruning and planting were identified as slightly
successful. Drying flowers, maintaining deck wood, maintaining outdoor
furniture, preserving birdhouses and feeders, using landscape lighting to
accent gardens at night, identifying insect pests and gardening without pain
were identified as unsuccessful.
Services for the Community. Local craft show, donation to plants to
public areas and donation of supplies to public areas (e. g. mulch) were
identified as slightly successful. Farmers market with free space for vendors
and farmers market with paid space for vendors were identified as
unsuccessful in raising profit margins.
Services for Customers. Landscape design, landscape installation,
custom container design (e. g. hanging baskets, patio planters) and customer
designed containers (greenhouse grows until pickup date) were identified as
successful. Pruning shrubs and pruning trees were identified as moderately
successful. Water garden design, water garden installation, rental plants for
weddings and floral design for weddings (e. g. corsages) were identified as
slightly successful. Rental plants for offices and lawn equipment repair
were identified as unsuccessful in raising profit margins for the garden
center.
Lines of Plant Material. Summer annuals (e. g. wave petunias),
larger sizes of annuals, outdoor container gardens, perennials, larger sizes of
perennials and summer blooming perennials were identified as successful in
raising profit margins. Cool weather annuals (e. g. pansies), windowsill herb
pots, herb topiaries, container evergreens for indoors, fall blooming
ornamental grasses, orchids, house plants (e. g. African violets, ivy, etc) and
plant propagation supplies (e. g. seed potatoes, onion sets and garden seeds)
were identified as moderately successful. Fresh cut flowers year round, fall
bulbs (e. g. tulips), spring bulbs (e. g. dahlias) and tropical bulbs (e. g.
caladium) were identified as slightly successful.
Lines of Merchandise. Hard goods (e. g. pottery, statues, etc), garden
flags, wind chimes and hummingbird supplies were identified as moderately
successful. Outdoor furniture and accessories, candles and accessories,
garden themed clothing, wildlife/bird feeding supplies, pet food and supplies
and lawn equipment (e. g. mowers, weed trimmers) were identified as
slightly successful. Canning supplies, local wine, other wine, local honey,
other honey, local jams and jellies and other jams and jellies were identified
as unsuccessful in raising profit margins.
Adjustments to Business or Location. Display gardens, growing your
own plants to allow for diverse product mix, neat and clean aisles and
displays, knowledgeable and experienced staff, customer friendly staff,
establish a “greeter” at entrance and raise prices on all items were identified
as successful in raising profit margins. Add a covered shopping area for
year round sales, establish warranty for plant material, hire a certified
horticulturist and become bonded were identified as moderately successful.
Add a coffee house was identified as slightly successful. Add a bakery, add
an ice cream shop and convert greenhouse to banquet hall during non-peak
months were identified as unsuccessful in raising profit margins.
Customer Appreciation. Seasonally dated coupons, percent-off sale
events, sell gift certificates at 20 percent off during non-peak months, spend
$50 get free gift and holiday specials on corresponding plants and
accessories (i.e. Memorial Day: red, white and blue) were identified as
moderately successful. Offer extra stamps on loyalty cards in non-peak
months was rated slightly successful. Offer specials to customers in
costume on Halloween was identified as unsuccessful in raising profit
margins.
Research Question Four
Respondents rated the practices in the survey on successfulness in
returning customers to the store. The practices were rated as follows.
Holiday Merchandise or Services. Halloween decorations, live pumpkins,
Christmas decorations, fresh cut Christmas trees, container trees, balled and
burlap trees, custom made decorations (e. g. wreaths, swags), Christmas gift
plants (e. g. poinsettias), painted poinsettias, Easter gift plants (e. g. Easter
lilies) and fresh cut flowers for Valentine’s Day were identified as
moderately successful. Easter decorations, Thanksgiving decorations,
Interior Christmas decorating services, Exterior Christmas decorating
services and artificial Christmas trees were identified as slightly successful
in returning customers to the store.
Children’s Activities. Corn maze, petting zoo, plant their own plants
to take home and pony rides were identified as moderately successful.
Photos with Easter Bunny, photos with Santa and haunted greenhouse were
identified as slightly successful. Sell Easter pets (e. g. chicks, ducks,
bunnies) and build and decorate a straw house were identified as
unsuccessful in returning customers to the store.
Advertisement. All practices involving advertisement were rated
moderately successful in returning customers to the store. The practices
were emailing customers new product updates, utilizing a company website,
sending periodic newsletters to customers, using a year round marketing
program instead of seasonal, newspaper, radio and television.
Educational Seminars. Cooking with herbs, herbal health remedies,
gardening basics, plants that attract butterflies, flower arranging, dividing
perennials, pruning and planting were identified as moderately successful in
returning customers to the store. Preparing gardens for winter, drying
flowers, drying and storing herbs, dos and don’ts of mulch, plants that attract
birds, plants that repel pests (e. g. deer, rabbits, etc), identifying insect pests,
identifying diseases and gardening without pain were identified as slightly
successful. Maintaining deck wood, maintaining outdoor furniture,
preserving birdhouses and feeders and using landscape lighting to accent
gardens at night were identified as unsuccessful.
Services for the Community. Local craft show, donation of plants to
public areas and donation of supplies to public areas (e. g. mulch) were
identified as slightly successful. Farmers market with free space for vendors
and farmers market with paid space for vendors were identified as
unsuccessful in returning customers to the store. Services for Customers.
Custom container design (e. g. hanging baskets, patio planters) and customer
designed containers (greenhouse grows until pickup date) were identified as
successful services for customers. Landscape design, landscape installation,
pruning shrubs and pruning trees were identified as moderately successful.
Water garden design, water garden installation, rental plants for weddings
and floral design for weddings (e. g. corsages) were identified as slightly
successful. Rental plants for offices and lawn equipment repair were
identified as unsuccessful in returning customers to the store.
Lines of Plant Material. Cool weather annuals (e. g. pansies), summer
annuals (e. g. wave petunias), larger sizes of annuals, outdoor container
gardens, perennials, larger sizes of perennials and summer blooming
perennials were identified as successful lines of plant material. Windowsill
herb pots, herb topiaries, container evergreens for indoors, fall blooming
ornamental grasses, orchids, fresh cut flowers year round, house plants (e.
g. African violets, ivy, etc) and plant propagation supplies (e. g. seed
potatoes, onion sets and garden seeds) were identified as moderately
successful. Spring bulbs (e. g. dahlias) and tropical bulbs (e. g. caladium)
were identified as slightly successful in returning customers to the store.
Lines of Merchandise. Hard goods (e. g. pottery, statues, etc) was
identified as successful in returning customers to the store. Outdoor
furniture and accessories, garden flags, wind chimes and hummingbird
supplies were identified as moderately successful. Candles and accessories,
garden themed clothing, wildlife/bird feeding supplies, pet food and
supplies, lawn equipment (e. g. mowers, weed trimmers) and local honey
were identified as slightly successful. Canning supplies, local wine, other
wine, other honey, local jams and jellies and other jams and jellies were
identified as unsuccessful in returning customers to the store.
Adjustments to Business or Location. Display gardens, growing
your own plants to allow for diverse product mix, neat and clean aisles and
displays, knowledgeable and experienced staff, customer friendly staff,
establish a “greeter” at entrance and raise prices on all items were identified
as successful adjustments. Add a covered shopping area for year round
sales, establish warranty for plant material, hire a certified horticulturist and
become bonded were identified as moderately successful. Add a coffee
house, add a bakery, add an ice cream shop and convert greenhouse to
banquet hall during non-peak months were identified as unsuccessful in
returning customers to the store.
Customer Appreciation. Seasonally dated coupons, percent-off sale
events, sell gift certificates at 20 percent off during non-peak months, spend
$50 get free gift, offer extra stamps on loyalty cards in non-peak months and
holiday specials on corresponding plants and accessories (i.e. Memorial
Day: red, white and blue) were identified as moderately successful in
returning customers to the store. Offer specials to customers in costume on
Halloween was identified as unsuccessful in returning customers to the
store.
Research Question Five
The practices which garden centers are most likely to use in the future
were identified in each of the questionnaire categories. In holiday
merchandise and services; live pumpkins, Halloween decorations and
custom made decorations (e. g. wreaths, swags) were most likely to be used
later by retailers. Plant their own plants to take home, pony rides and
petting zoo were most likely to be used in the future as children’s activities.
Utilizing a company website, newspaper and radio are the most popular
forms of advertising retailers will use in the future.
Gardening basics, plants that attract butterflies and plants that attract
birds were most likely to be used as seminar topics in the future. Donation
of supplies to public areas (e. g. mulch), donation of plants to public areas
and local craft show are most likely to be used as services for the
community. Custom container design (e. g. hanging baskets, patio planters),
landscape design and customer designed containers (greenhouse grows until
pickup date) were most likely to be used as services for customers.
Perennials, summer blooming perennials and summer annuals (e. g.
wave petunias) were most likely to be added as lines of plant material. Hard
goods (e. g. pottery, statues, etc), hummingbird supplies and wind chimes
are most likely to be lines of merchandise carried at garden centers in the
future. Knowledgeable and experienced staff, neat and clean aisles and
displays and customer friendly staff were most likely to be implemented in
the garden center. Percent-off sale events, seasonally dated coupons and
spend $50 get free gift were most likely to be customer appreciation events
in the future.
Research Question Six
Sixty five percent of retailers agreed that shutting down the garden
center for an extended period of time was not a realistic option. However,
thirty five percent said that garden centers should only be open during the
spring and summer.
Conclusions
Based on the results of this study, the following conclusions were
made:
1. Over half of the practices in the study were rated moderately
successful or higher in returning customers to the store.
2. Less than half of the practices in the study were rated moderately
successful or higher in raising profit margins.
3. Customer friendly staff had the highest successfulness rating in both
returning customers and raising profit margins as identified by
independent garden center retailers.
4. The 10 most successful practices in getting customers to return
identified by independent garden center retailers are (in order of
successfulness); customer friendly staff, knowledgeable and
experienced staff, growing your own plants to allow for diverse
product mix, larger sizes of annuals, summer annuals (e. g. wave
petunias), neat and clean aisles and displays, perennials, customer
designed containers (greenhouse grows until pickup date), larger sizes
of perennials and summer blooming perennials.
5. The 10 most successful practices in raising profit margins identified
by independent garden center retailers are (in order of
successfulness); customer friendly staff, knowledgeable and
experienced staff, growing your own plants to allow for diverse
product mix, raise prices on all items, larger sizes of annuals, custom
container design (e. g. hanging baskets, patio planters), display
gardens, establish a “greeter” at entrance, summer annuals (e. g. wave
petunias) and customer designed containers (greenhouse grows until
pickup date).
6. More than half of the respondents’ garden centers are open year
round.
7. Nearly two-thirds of independent garden center retailers think garden
centers should be open for business year round.
8. Seven practices in the study were not being used by garden centers.
These included: sell Easter pets (e. g. chicks, ducks, bunnies),
maintaining deck wood, maintaining outdoor furniture, preserving
birdhouses and feeders, using landscape lighting to accent gardens at
night, add a bakery and add an ice cream shop.
9. All respondents in the study were using the following practices:
knowledgeable and experienced staff and customer friendly staff.
10. Three practices in the study will not be used in the future by garden
centers. These include: sell Easter pets (e. g. chicks, ducks, bunnies),
maintaining deck wood and maintaining outdoor furniture.
11. All respondents in the study will use the following practices in the
future:
utilizing a company website, neat and clean aisles and displays,
knowledgeable and experienced staff and percent-off sale events.
12. Garden center retailers are willing to try new practices in order to
raise profit margins or return customers to the store.
Recommendations
The researcher makes the following recommendations based on the results
of the research:
1. This study should be replicated with additional independent retail
garden centers across the country.
2. This study should be conducted at a better time for garden centers.
Perhaps during non-peak months.
3. Independent retail garden centers should continue to look “outside the
box” for ways to return customers to the store as well as raise profit
margins.
4. Independent retail garden centers should acquire retail horticulture
publications which are often full of ideas on returning customers to
the store and raising profit margins.
5. Independent retail garden centers should implement the top 10
practices identified through this study as a foundation for returning
customers to the store and raising profit margins.
