Episode 29: 5 Tips to Make Better Signs

We all want people to read signs, but often they don’t. This week, Bridget shares five tips to making better signs. Price is an important component of the sign, but price shouldn’t be the headline. Bridget’s research shows that the side of the sign where price appears does matter. So, too, does the other information included on the sign. Benefits should be more prominent than features and having people on the sign also makes a difference.

Episode 29 transcript

Episode 24: Horizontal Merchandising and Pricing

A lot of consumer research, and some eye-tracking studies, have helped marketers understand how vertical merchandising works. Yet, in horticulture, most garden retailers merchandise plants horizontally. This week, Bridget reports on some more eye-tracking research she and her colleagues have conducted on horizontal merchandising and pricing. It is important what you put on the left side of the display compared to the right side. It makes a big difference about how fast people see plants on the left and which side they tend to buy from more often.

Episode 24 transcript

Episode 23: Simple and Complex Displays

Bridget and her colleague Pat Huddleston traveled to the World Marketing Congress in Porto, Portugal, in late June to deliver presentations on some of their eye-tracking work. This week, Pat and Bridget discuss their findings on simple and complex merchandising displays. While simple displays (with only one plant genus or cultivar) may attract attention with big swaths of color, it is the complex displays that produce a higher likelihood to make a purchase. Listen this week as they discuss the pros and cons of simple and complex displays.

Episode 23 transcript

Episode 22: Retailing Changes and Challenges

Bridget’s guest this week is Dr. Patricia Huddleston, a professor of retailing at Michigan State. Bridget and Pat discuss some retail changes and challenges for sellers to create a compelling shopping experience. Some keys to success are new and fresh merchandise, knowledgeable sales people, lighting, and merchandising by color. Listen to learn about how important it is to make each touchpoint in the sales process a seamless part of the shopping journey.

Episode 22 transcript

Episode 19: Sales Signs and Putting Items on Sale

Later in the sales season, retailers are anxious about moving remaining inventory. Even earlier in the season, some may rush to put items on sale, hoping to lure more customers and generate more revenue and profit. Do you really want to cultivate the price-sensitive shopper? This week, Bridget discusses the implications of putting items on sale and the use of sale signs.

Episode 19 transcript

Episode 17: Pricing and Signpost Items

In this week’s podcast, Bridget continues her discussion of pricing to include signpost items and the numbers used to show price. Signpost items are common products that most people use to make comparisons about retailers, such as a gallon of milk or a four-inch geranium. Retailers can be more competitive on differentiated products, which are not ever signpost items. Learn how to leverage differentiated products in this week’s podcast.

Episode 17 transcript

Episode 10: #PlantsDoThat with Debbie Hamrick

Bridget’s guest on the podcast this week is Debbie Hamrick, Director of Specialty Crops at the North Carolina Farm Bureau. Debbie and Bridget both serve on the Economic Committee for the National Initiative for Consumer Horticulture. They will discuss the info-graphics designed by Jennifer Gray (AmericanHort) for the committee and how anyone growing or marketing plants should be using these awesome research-based info-graphics in their business. The info-graphics are based on the information Charlie Hall spoke about in Episode 3. Download the free info-graphics here.

Transcript