Garden Centre Retail October 2024

Andrew Harriss interview

Andrew Harriss tells us about Haskins’ buying process

Garden Centre Expo

centres?

Welcome

Welcome to the October issue of Garden Centre Retail. We’re now getting into the Christmas season, with garden centres starting to roll out their festive displays and embracing the Christmas spirit, but before we fully immerse ourselves in the joy, our focus turns to the inaugural Garden Centre Expo taking place at London ExCeL on 15 and 16 October.

Garden Centre Expo promises two full days of intensive, interactive seminar sessions covering all you need to help you run your garden retail business – from sustainable product selection and sustainability accreditation, to technology, staffing and marketing, it promises to be an unmissable programme.

Not only have we put together the stunning content sessions, there will be over 300 brands and businesses showcasing their products and services, designed to help you become more efficient with energy usage, get your catering operations correct and create a thriving pet department.

There’s a lot going on at the ExCeL for those two days, and the Garden Centre Retail team will be there in force – we look forward to welcoming you to the exhibition. Please do grab us for a chat, we’d love to hear from you.

For now, please enjoy this issue, it’s packed full of useful articles and features with ideas on how you can improve your business. As always, we’d appreciate your feedback.

Joe Wilkinson

Joe Wilkinson Head of content

Eljays44 Ltd

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This Year’s Host

Tom Allen Comedian | Presenter | Writer

Join friends and colleagues for an evening of industry networking, celebrations and entertainment in the luxurious surroundings of the Celtic Manor Resort. A truly unique destination in one of Europe’s finest conference venues set in 2,000 acres of panoramic parkland in the beautiful Usk Valley.

Contents

GCE Preview

The inaugural Garden Centre Expo takes place at London ExCeL on 15 & 16 October. Find out what you can expect.

Joining the GCA

Chief exec, Peter Burks, explains the benefits of joining the Garden Centre Association.

16

Diversification

Regular writer Andrew Burton explains the need for diversification in garden retail.

19

The Importance of Brand Voice

Beth French of Honest Communications explores brand voice and why it’s essential in creating loyal customers.

22

26

An Interview with Andrew Harriss

Haskins buying director Andy Harriss talks us through his role at the business, the buying processes and how Haskins is positioning itself in the market.

Beyond Plants

Industry expert Cassie King speaks with the industry to showcase the evolving nature of the garden retail business.

31

35 37

41

45

Maximising Profitability

Specialist EPoS and retail management business Davidson Richards shares a case study on how a system like theirs can help optimise profit.

Apple Payments

Is Apple Pay now the most popular way for consumers to pay?

Why Coffee is Important for Garden Centres

With speciality coffee now the norm, what can garden centres do to tap into this market?

Plants for January Colour

We take a look at a selection of plants that garden centres can sell for that winter pop of colour.

Compost Products

A round-up of the latest products in the compost sector.

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DISCOVER WHAT’S IN STORE AT THIS YEAR’S GARDEN CENTRE EXPO

Afirst for the garden retail sector, the business behind the Garden Centre Retail magazine has created a brand-new business growth-focused exhibition, concentrating on effective product selection, sustainability, technology and innovation within the garden retail market.

Garden Centre Expo is a unique combination of a B2B exhibition and a comprehensive conference programme, meaning this event is so much more than just a product sourcing show. Not only can your buyers uncover the most profitable new products to fill your shelves, but your catering

The features

During its conception, Garden Centre Expo always aimed to represent and showcase the fantastic eco-initiatives the UK garden centre sector are involved with. In fact, the exhibition was built on five pillars, and one of those pillars is sustainability. Across both days of the Expo, you can embark on a journey along the Sustainability Trail, where you’ll find companies deeply committed to sustainable practices. Whether they specialise in supplying solar panels, EV chargers or environmentally friendly retail products, these businesses prioritise the wellbeing of the planet and the best practices of garden centre operators. The Sustainability Trail is designed to highlight the key exhibitors who are either helping the market to become more sustainable in every area, to achieve net zero, or who have products that are individually sustainable.

teams can find the latest systems and equipment to maximise your offering, your leadership team can discover how to reduce running costs and improve efficiency, and you can even take your next vital steps into the world of sustainability.

We’ve had our finger on the pulse of the UK garden retail sector since launching Garden Centre Retail magazine in March 2014. Combining these 10 years of experience, with another decade running leading trade exhibitions in the UK, we spotted a gap in the market for a content-led, editorially driven exhibition, bringing together educational, informative and inspirational opportunities for a two-day event.

Garden Centre Expo 2024 is an unmissable event, one which enables business professionals to make strong and valuable connections for the future development of garden retail – from start-ups, small and growing businesses to large organisations, both groups and independents.

You’ll be in good company, with hundreds of like-minded professionals exhibiting, attending and speaking. Garden Centre Expo acts as a meeting place and information hub, for you, your colleagues and associates to view the latest products, materials, technology and services that matter to you in your work.

Currently, the combined pet shop and garden centre sector is worth £5.2bn to the British economy. With Brits spending an average of £2k per year on their pooches, and spending on pet gifts having grown by £286m in the last five years, it’s now up to the retailers of pet products to take advantage of this. The purpose of the exciting Pet Innovation section of the Garden Centre Expo is to help garden centres across the UK source not only the products, but also systems and services that will enable them to enhance their pet offering, boost retail capabilities, and maximise revenues. This event is set to revolutionise the way garden centres operate, focusing on growth, innovation, sustainability, and technology. Whether the pet buying team are looking to source innovative new products, your pet department manager needs to source the latest new displays for the animals, or if you’re the owner of a smaller centre who looks after it all, our pet innovation exhibitors have got you covered.

With Food & Beverage sales now making up as much as 25% of annual revenue for a huge number of UK garden centres, we are delighted to provide our visitors with a dedicated Catering, Food & Beverage zone at this year’s event. The purpose? To help garden centres across the UK source not only the products, but also the systems and services that will enable them to enhance their catering offering, boost food and beverage retail capabilities, and maximise revenues. Whether your buying team is looking to source delicious new products, your F&B manager needs to source the latest new systems to streamline service, or you’re the owner of a smaller centre who looks after it all, our catering, food and beverage exhibitors have got you covered. Garden Centre Expo Catering, Food & Beverage is an essential event for garden centre owners, restaurant managers, and food and beverage departments looking to enhance their culinary offerings and customer experience. This exhibition is dedicated to showcasing the latest trends, innovations, and sustainable practices in catering and the food and beverage industry, specifically tailored for garden centres.

Pet Innovation

Garden Centre Catering, Food & Beverage

Sustainability Trail

Keynote Theatre

15-16 October 2024

Tuesday 15 October 2024

One

Two

10.00am -11.00am 10.00am -11.00am 10.00am -11.00am

25 Years of Blue Diamond: Lessons Learned Along The Way

Blue Diamond’s managing director Alan Roper has been at the helm of the UK’s current largest garden centre business for 25 years in 2024. Roper shares his expertise, his journey from his start within the business and the lessons he learnt to get to where he is now. Roper didn’t have anyone to show him the ropes at the start, and he wants to offer advice to other people in his situation. Alan Roper, Blue Diamond

11:00am - 12:00pm 11:00am - 12:00pm 11:00am - 12:00pm

Accrediting Sustainability: Best Practices and Strategies

Explore best practices and strategies for accrediting sustainability in your business. This seminar will cover certification processes, industry standards, and practical approaches to achieving and maintaining sustainability credentials. Gain insights to enhance your environmental impact and meet regulatory requirements.

James Shorey, Planet Mark; Mark Farnsworth, Yorkshire Garden Centres; Tammy Woodhouse, Millbrook Garden Company; Mike Burks, The Gardens Group

Marketing Tactics for Reaching Younger Consumers

Explore effective marketing tactics to reach younger consumers. This seminar will cover digital marketing strategies, social media engagement, and content creation tailored to younger audiences. Learn how to connect with and attract the next generation of customers to grow your business.

Holly Daulby, Honest Communications; Shelley Sims, Hillier Garden Centres; Aaron Rudman-Hawkins, The Evergreen Agency; Kay Griffiths, Savills

How to supercharge your restaurant operation & maximise your profitability

Managing costs, pricing correctly and offering the best produce available is vital in making sure customers have the best experience, and the business makes the most out of its restautant operation. Software company Fourth shares a case study with the audience, showing how they have helped British Garden Centres revamp thier systems. Fourth; Ricky Towers, British Garden Centres

12:00pm - 1:00pm 12:00pm - 1:00pm 12:00pm - 1:00pm

Fostering Employee Growth: Strategies for Workplace Culture, Wellbeing & Retention

Explore effective strategies to foster employee growth by enhancing workplace culture, promoting wellbeing, and improving retention. This seminar will provide actionable insights and practical tools to create a supportive environment that nurtures talent, boosts morale, and ensures long-term organisational success, with staff at the heart. Guy Moreton, MorePeople; Hannah Powell, Perrywood Garden Centres; Felicity Mitchell, MorePeople; Emma Poulton, Scotsdale Garden Centres; Vicci Pugh, Pugh’s Garden Centres

2:30pm - 3:30pm

The future of garden retail: through the eyes of the next generation

Gain insights into the future of garden retail from a business perspective, featuring next-generation managers. This seminar will explore emerging trends, innovative strategies, and the evolving landscape of the industry. Learn from the leaders of tomorrow to stay ahead in a dynamic market.

Amy Stubbs, British Garden Centres

3:30pm - 4:30pm

How do you keep plants at the heart of your modern Garden Retail Business?

Discover strategies to keep plants central to your modern garden retail business. This seminar will explore innovative merchandising, customer engagement, and sustainable practices. Learn how to enhance plant offerings, attract plant enthusiasts, and maintain a vibrant, plant-focused retail environment.

Sam Bosworth, Bosworth Garden Centre; Will Armitage, HTA; Neil Grant, Ferndale Garden Centre

Transforming Your Garden Centre: The Power of Diversification

Discover the transformative power of diversification for your garden centre. This seminar will explore strategies to expand product offerings, attract diverse customer segments, and enhance business resilience. Learn how to innovate and adapt to market changes, ensuring long-term growth and success.

Will Jones, BHETA; Alan Roper, Blue Diamond Garden Centres; Anna Berry

2:30pm - 3:30pm

Boosting Lifetime Spend Through Customer Loyalty

Learn strategies to boost lifetime spend through customer loyalty. This seminar will cover loyalty programmes, personalised marketing, and customer engagement techniques. Discover how to build lasting relationships, increase repeat business, and maximise customer value over time.

Jo Dales, Yorkshire Garden Centres; Sophia Weir, TCC GLobal Ltd; Liz Dowling, Liz Dowling Marketing

Beating Theft: Modern Strategies for Effective Loss Prevention

Learn modern strategies to combat theft and enhance loss prevention. This seminar will cover advanced techniques, technology solutions, and best practices to safeguard your business. Gain practical insights to reduce shrinkage, improve security, and protect your assets effectively.

David Dalton, AllTag; Nathan Wilson, Blue Diamond Garden Centres; Darren Conway, Lodge Services

2:30pm - 3:30pm

Going Green: Equipping Yourself for Sustainability

Equip yourself with the knowledge and tools for sustainability in your garden centre. This seminar will cover eco-friendly practices, sustainable product offerings, and strategies to reduce environmental impact. Learn how to implement green initiatives that resonate with customers and enhance your business’s sustainability credentials. David Kennedy, Pure Renewables; Neill Morrison, Hawley Energy; Paul Ford, Zest; Suez

3:30pm - 4:30pm 3:30pm - 4:30pm

Creating a Destination Centre with Innovative Catering Solutions

Learn how to transform your garden centre into a destination with innovative catering solutions. This seminar will cover creative food and beverage offerings, customer experience enhancements, and operational strategies. Discover how to attract more visitors, increase dwell time, and boost sales through exceptional catering. Andrew Burton, Pleydell Smithyman; James Feuer, Thetford Garden Centre

What makes the best, the best?

The Garden Centre Association takes a look at what makes the best garden centres in the UK stand out. Peter Burks, The Garden Centre Association

Seminar Programme and Speakers

Wednesday 16 October 2024

Keynote Theatre

10.00am -11.00am

Q&A with Alan Roper

Your chance to ask Alan Roper any questions you may have about running a successful garden centre business.

Alan Roper, Blue Diamond

Theatre One

10.00am -11.00am

Retail Theatre: Mastering Visual Merchandising

Master the art of visual merchandising to create captivating retail displays. This seminar will cover design principles, innovative techniques, and practical tips to enhance customer experience and drive sales. Learn how to transform your retail space into an engaging and visually appealing environment.

Alyson Haywood; Alyson Haywood Ltd

Theatre Two

10.00am -11.00am

Understanding the Growing Significance of Sustainable Products for Today’s Customers

Examine the increasing importance of sustainable products in today’s market. This seminar will explore consumer trends, environmental impacts, and business benefits of sustainability. Learn how to meet customer demands, enhance brand reputation, and drive growth through eco-friendly practices.

Aaron Rudman-Hawkins, The Evergreen Agency; Nigel Thompson, Sipcam Garden & Home; Prestige Water; Toby Thomas, RocketGro

11:00am - 12:00pm 11:00am - 12:00pm 11:00am - 12:00pm

Best Practices for Operating a Profitable Garden Centre

Discover essential best practices for running a profitable garden centre. This seminar will cover key strategies in inventory management, customer service, marketing, and operational efficiency. Gain valuable insights to enhance profitability, attract loyal customers, and create a thriving business.

Paul Pleydell, Pleydell Smithyman; Andrew Burton, Pleydell Smithyman

Enhancing Customer Satisfaction Through Experience

Discover how to enhance customer satisfaction through exceptional experiences. This seminar will cover customer service techniques, personalised interactions, and creating memorable in-store environments. Learn strategies to delight customers, foster loyalty, and drive repeat business.

Ian Hazon, Coolings Nurseries; Huw Phillips, Buyline; Mark Newell, Pinntec

Overcoming Buying Challenges in Garden Retail

Address the common buying challenges in garden retail and discover effective solutions. This seminar will cover inventory management, supplier relationships, and demand forecasting. Learn strategies to overcome obstacles, optimise purchasing processes, and ensure a steady supply of high quality products.

Sarah Warr, Giftware Association; Ollie Baker, DHL; Joe Denham, Gardenex

12:00pm - 1:00pm

Omnichannel Optimisation: Navigating Modern Retail with Unified Systems & Solutions

Navigate the complexities of modern retail with omnichannel optimisation. This seminar will explore unified systems and solutions to integrate online and offline channels, enhance customer experience, and streamline operations. Learn strategies to create a seamless retail environment that meets the demands of today’s consumers.

Yolanda Valery; Premal Patel, Catalina; Aaron Baish, RT7Digital

12:00pm - 1:00pm

Maximising Revenue: Integrating Food Retail into Garden Centres

Discover innovative strategies to boost your revenue by incorporating food retail into your business. Learn from industry experts about market trends, customer preferences, and practical implementation tips. This seminar offers valuable insights to enhance your garden centre’s profitability and customer experience.

Andrew Burton, Pleydell Smithyman

12:00pm - 1:00pm

Improving Customer Journeys Through The Psychology of Design

Explore how the psychology of store design can enhance customer journeys. This seminar will delve into design principles, layout strategies, and sensory elements that influence shopper behaviour. Learn how to create an engaging and intuitive shopping experience that boosts satisfaction and sales.

Alyson Haywood, Alyson Haywood Ltd; Dries Jansen, Garden Center Advice; Mark Ellis, Appetite Me;

2:00pm - 3:00pm 2:00pm - 3:00pm 2:00pm - 3:00pm

Understanding how AI is Shaping the Future of Garden Centres

Join us for an enlightening seminar on “Understanding How AI is Shaping the Future of Garden Centres.” Explore how AI is transforming business operations, from optimising inventory and enhancing customer service to streamlining supply chains. Ideal for garden centre owners looking to innovate and stay ahead in the industry.

Edwin Meijer, Green Solutions

How High-Consumption Garden Centres Can Achieve Sustainable Energy Reduction

Learn strategies to minimise energy use, implement renewable energy solutions, and enhance overall sustainability. Perfect for garden centre owners committed to reducing their environmental footprint and operating more efficiently.

Neal Goddard, SolarWatt;

Yen Dai, Eco Energy Environment Ltd

Enhancing Business Efficiency Through Technology

Discover how technology can enhance business efficiency. This seminar will cover digital tools, automation, and innovative solutions to streamline operations and improve productivity. Learn how to leverage technology to optimise processes, reduce costs, and drive business growth.

Keith Bateman, Davidson Richards; Jennifer O’Carroll, Hansaworld; Berdia Qamarauli, Artisio, Bill Walker, PCCS

Joining the GCA

‘WHY SHOULD I JOIN THE GARDEN CENTRE ASSOCIATION (GCA)?’ IS A QUESTION I AM OFTEN ASKED. SO, WHAT EXACTLY IS THE GCA AND WHAT ARE THE BENEFITS?

The association was established in 1966 by early pioneers wishing to make plants available yearround and make gardening more accessible. The term ‘garden centre’ was not coined until the early 1960s – before that, gardeners bought their plants from nurseries or by mail order.

One of its first decisions made when the association was set up – more than 50 years ago now – was to set up an inspection scheme for members, who were entitled to ‘Approved Centre’ status.

The inspections still take place, annually nowadays, and are considered by members to be one of the biggest benefits of being in the association. It is so useful to have a different pair of eyes come in to view your business and score you against 210 different factors, from your roadside appearance and the entrance, to the toilets and all of the retail departments.

They even check the website, social media posts and make anonymous phone calls and

emails to every centre. From this, we then extrapolate which are the best at each category and both area and national winners are announced and celebrated.

In 1967, we joined the European Alliance, which included similar associations within the fledgling industry. This group eventually became the International Garden Centre Association (IGCA) and today, it includes associations from around the world with countries such as Australia, Japan and the USA represented. This year’s congress has just been held in Canada, with approximately 40 members from the UK attending.

The GCA offers its members a range of benefits, but at the core of our activities is the garden centre customer experience. One example of this is our pioneering e-learning training programme, GROW, which is for garden centre staff. There are approximately 110 courses available, covering topics on product knowledge, plant care and customer service. These courses have been accessed by 14,000 members of staff within GCA centres.

the UK, as well as worldwide, as part of its membership of the International Garden Centre Association (IGCA).

Our values define us as an organisation and these are; to inspire our members to do better and to improve their businesses; to nurture a network of likeminded people who support each other; to encourage open channels of communication and collaboration between our garden centre members, associate members and industry organisations; to encourage respect, integrity and reliability amongst the membership; to strive for the very best in everything that we do demonstrated by the inspection process that drives up standards and performance; to grow the GCA and help our members’ businesses to grow.

These are then nicely pulled together in our mission statement; to connect the best garden centres in the UK and to inspire and support them to grow and adapt – great reasons to be a GCA member!

About Peter Burks

THIS YEAR’S CONGRESS HAS JUST BEEN HELD IN CANADA

We ask our garden centre members, from the moment they join, to meet the highest retail standards and to participate in the annual inspection process, to ensure these standards are maintained and improved. GCA members, large and small, set the benchmark for high retailing standards within the industry to which others can only aspire.

The association can proudly state that it represents the leading garden centres within

Peter Burks, CEO of the GCA, is a fully trained horticulturalist and has worked in directorial and senior management roles for over 40 years. Burks helped set up/run the multi-awardwinning Sanders Garden World in Somerset. He also became regional manager of the South West for Wyevale Garden Centres, and general manager for Trelawney’s in Cornwall, as well as managing Fermoy’s Garden Centre in Devon. gca.org.uk

DIVERSIFICATION: WHY YOUR GARDEN CENTRE NEEDS TO CONSIDER IT NOW

ANDREW BURTON, ASSOCIATE DIRECTOR AT PLEYDELL SMITHYMAN, SHARES HOW GARDEN CENTRES CAN TURN TO DIVERSIFICATION TO STAY AHEAD

Diversification is an interesting word and one that we are hearing more and more as businesses develop. The term diversification means “the action of diversifying something or the fact of becoming more diverse” or “the process of a business enlarging or varying its range of products or field of operation into other markets which is worth exploring”.

Diversification isn’t just a trendy word that businesses use flippantly, it is a powerful strategy that can help businesses avoid risk by not putting all their eggs in one basket. When we consider what customer propositions

garden centres offer, it covers a huge range of goods and services, and personally, I can’t think of anywhere else I would want to go to have a relaxing and enjoyable shopping experience whilst also grabbing a meal.

However, as we see competition increase and customer expectations change, we see the challenge of growing a business become more complex, and we know that other businesses are certainly out there trying to prise customers from our garden centres. When a garden centre has a clear offer focused around a brand, customers understand this then usually means they are comfortable in the way they retail and are often the go-to

point for customer gardening and catering needs. We know in our industry that we have some destination garden centres offering a huge range of products and additional services, mainly because they have diversified to a level already, but many garden centres fall within the category of core gardening and seasonal sales, and with this comes a level of risk –especially for things out of their control such as bad weather.

I am aware that some garden centres are happy with what they offer, and for a variety of reasons they may decide that they don’t need to evolve further or diversify. Whether this is because the land they are on is maximised already, or financially the risk of development is too high, or simply because they don’t want to, diversification is not for everyone. But I often wonder if a business knows ‘what good looks like’, and if they have identified what opportunities might be possible so they can consider them all.

IT IS A POWERFUL STRATEGY THAT CAN HELP BUSINESSES AVOID RISK BY NOT PUTTING ALL THEIR EGGS IN ONE BASKET

For garden centres questioning the potential opportunities available, why is diversification such a crucial strategy for business success? In my experience, there are six key reasons why garden centres adopt a diversification strategy for a garden centre:

1. T he business wants more revenue annually or in specific months

2. T he business wants less seasonal and economic risk

3. The business is in decline

4. T he business wants to maximise unused land

5. T he business wants to maximise potential synergies and trends

6. T he business wants to protect its future for the family and team

Diversification can come in many forms. It may be that a garden centre wants to increase its range of retail products it sells, or they want to introduce something new such as a soft play, woodland walk or ice-cream parlour – noting that diversification isn’t always about what the customers sees directly, it can also be in the form of developing existing processes or development of a team to take a business forward – but whatever the opportunity is for each centre, it is clear that options are huge. But everyone’s scheme is different depending on locality, competition, business values and needs of the customer.

One key point to understand is that you must make sure the products or services you select complement and enhance your existing products, without competing with them. Choose opportunities that fit well with your brand identity and appeal to your target market.

Another key point to note, is that timing is everything and delaying a review of your business could be costly. As we see the competition develop and we see such things as the high street introduce more experience

like Mr Mulligans Golf, or schemes like Norwich’s Boom Battle Bar, then we see that the timing of a development is essential before it is too late.

When we look at things some garden centres have done in recent years, what we clearly see is innovation and adding value to their business. There range of ways garden centres continue to develop is inspiring, and we have seen businesses introduce cafes to complement their restaurants, or add new retail products to their range. We have also seen garden centres add visitor attractions such as soft play, bowling alleys, adventure golf or woodland walks, or introduce seasonal events – the list goes on. In all cases, the aim for these businesses was to increase footfall throughout the year, and generate more turnover and profit by introducing something new.

For years now, garden centres have done seasonal events and grottos really well, but there are some stand-out diversification schemes that I have personally loved these past couple of years. Retail-wise, we have seen some great farm shops and catering offers develop in the industry, and it has been great for me and the Pleydell Smithyman team to be involved in many of these. But my favourites include Tong’s Grass Hoppers Indoor and Outdoor Play, which adds real wow-factor and is something that as a parent, I would have used regularly as my kids grew up if I lived closer. I also loved a local garden centre’s winter woodland lights walk, which our family visits annually, and Scott’s of Southend’s Undercover Pumpkin Event, with has characters such as Ghostbusters walking around – and this

has maximised the opportunity due to the growth in halloween, and also brings an audience into the garden centre that the garden centre wants to target.

CHOOSE OPPORTUNITIES THAT FIT WELL WITH YOUR BRAND IDENTITY AND APPEAL TO YOUR TARGET MARKET

Whatever the scheme is for a garden centre, whether it is to improve what you do now or add something completely new to your garden centre, if the opportunity is identified and reviewed effectively – with benchmarked data and experience – then now might be the perfect time to act before the competition seizes it!

About Andrew Burton Andrew works for Pleydell Smithyman as an associate director, focusing on garden centre and farm shop advice, with an overarching aim of business strategy and development. He provides site development, and commercial and operational support. He sits on the Farm Retail Association Council, and previously on the Garden Centre Association Board. andrewb@pleydellsmithyman.co.uk

THE IMPORTANCE OF BRAND VOICE

It’s not just what you say, it’s how you say it

BETH FRENCH EXPLORES HOW A COMPELLING BRAND VOICE IS ESSENTIAL FOR NURTURING LOYAL CUSTOMERS

Every strong brand has an instantly recognisable voice. Think of your favourite brand, and you can probably hear its tone echoing in your mind. Yet, this voice is often overlooked in favour of visuals – but words and language are just as important.

A strong voice can be the difference between standing out or blending in, between building lasting customer relationships, or being just another name in the crowd.

But what is brand voice, and why is it so crucial for your company?

Brand voice is the distinct personality your business takes on in all its communications, whether on social media, in wider marketing

A STRONG VOICE CAN BE THE DIFFERENCE BETWEEN STANDING OUT OR BLENDING IN

materials or through customer service – and any form of communication in-between. It encompasses the tone, language, and overall vibe that you convey to your audience.

Try imagining your company as a person – how do they talk, what values do they stand for, and how do they want others to feel when interacting with them? That’s brand voice! So, why is it so important?

It builds trust and loyalty

A strong brand voice is vital in attracting and retaining new customers. Particularly in the gardening sector where consumers are incredibly passionate about their green spaces, being a trusted, reliable figure is essential for converting sales. When customers know what to expect and trust that you know your stuff, they are more likely to become loyal brand advocates.

It helps you connect with customers

Nowadays, it’s equally as important that a consumer believes in your brand as they do in your products or services. People want to align with a company’s moral and social values, and they want to feel good when they interact with them. Do you champion a cause close to their heart, such as sustainability? Do you spark joy or inspire your audience? Nurturing an emotional connection with the individual builds a relationship on a deeper level.

Finding your voice

It’s important that everyone in your business knows what you stand for. What is your mission, your values and vision? Once you’ve defined that, you can think about who you are talking to and how you’ll convey that message. Consider what your typical target customer looks like and what problem your product or service can solve. Creating a customer persona really helps you hone in on who you’re speaking to – and hopefully selling to.

Consistency is key

It’s essential that your brand voice is consistent across all communication channels to develop a cohesive personality in line with your values. Think about every piece of content you create. If you were to hear the copy blindfolded, would you know it was your brand? Being consistent creates trust and connection, which eventually leads to sales.

Use it or lose it!

For many businesses, brand voice is something that lives only in a dusty folder with the other marketing guidelines. But your voice is what differentiates you from your competitors, and it should be a living breathing thing that everyone in the team uses every day –whether speaking to the outside world or to each other.

Defining your voice can be tricky

At Honest, we offer a unique package to help you define and refine a voice that will resonate with your target audience. It includes extensive research into your brand and competitors, then an interactive workshop for the whole team, and the creation of your unique brand voice guidelines.

Growth marketing for home, garden & lifestyle brands.

Multi award-winning paid media & creative agency

Since 2013, we’ve been supporting home, garden and lifestyle brands looking to grow online.

Our data-driven approach combines the power of paid search, paid social, creative services, and digital strategy. We don’t just manage ads, we orchestrate growth.

We become an extension of your team, taking the time to understand your goals and craft a tailored digital marketing strategy to achieve them. It’s simple – clear, measurable results fuelling long-term growth – all focused on your commercial objectives.

✓ Paid Search

✓ Paid Social

✓ Creative Services

✓ Digital Strategy

Working with brands in the home, garden, and lifestyle space, we deliver the highest returns on investment by serving ads on search platforms such as Google and Bing.

We create hyper-targeted paid social ads that interrupt your customers’ doom-scrolling; creating genuine connections and engagement.

Our team of skilled creatives combine video production and motion graphics to captivate your audience, elevate your brand, and achieve your marketing goals.

“The Evergreen Agency has been the best I’ve ever worked with in all my years of working with digital agencies.”

- Sean Lade, Easy Garden Group

AARON RUDMAN-HAWKINS Founder / Managing Director

“WE ARE EXCITED TO BE PARTNERING WITH THE GARDEN CENTRE EXPO, BRINGING OUR

DIGITAL EXPERTISE LIVE TO THE HOME AND GARDEN SECTOR VIA OUR STAND AT THE SHOW.”

An interview with

Andrew Harriss

GARDEN CENTRE RETAIL VISITED THE HEAD OFFICE OF HASKINS GARDEN CENTRES TO MEET BUYING DIRECTOR ANDY HARRISS, AN 18-YEAR VETERAN OF THE INDUSTRY

Haskins has over 140 years of heritage in horticulture on the south coast of England, ever since the conception of a plant nursery in Poole in the 1880s. Since moving to the 10-acre site in Longham, Ferndown in 1994, Haskins has been continuously expanding, refurbing and moving with the times, and now has five sites across Hampshire, Dorset and West Sussex. Andy Harriss joined as a buying assistant in 2006, his first taste of the horticultural retail

world. Eighteen years later, he now holds the position of buying director, having worked his way up the corporate ladder in different buying roles. “It’s all I’ve ever known,” explains Harriss. His experience as a buying assistant led to a position in the garden goods and furniture buying team, before further developments within the team. Harriss says: “Every time I got that itchy feet feeling, there was something else to have a go at, which is great, and I'll always be grateful to Haskins for that.”

Harriss took his current position as buying director in February 2020 – and although the timing may not have been ideal due to the covid pandemic that followed, it was a pivotal time in the Haskins timeline. “We'd just completed our Snowhill redevelopment, which was a massive project for us, and we'd just bought Forest Lodge Garden Centre and Bird World,” explains Harriss. “Then we went into the pandemic, so there was a fair bit going on. It took a while to get what this role is about in terms of

normal times, because it was very much about firefighting and that side of it. It was an interesting time, to say the least.”

It wasn’t always the plan for Harriss to get into this industry. He says: “I had no real intention of getting into buying and garden centres, but it did hook me early on. I've always been into business and buying and selling – I've got an entrepreneurial streak. I've always been into retail and I love products, so this is just a great place for me to be.

“I enjoy finding products, developing products with suppliers and then retailing them.

Early on, I realised that it was a chance to make a long-term career, It's been great that I started and worked through different roles, because it does allow you that granular detail. However, this can be a curse sometimes as well, because you know too much about how things work, rather than trying to have a top-line view, so that can hold you back. But overall, I think it's a net positive. I do strive to work ‘on the business’ rather than ‘in the business’.”

Harriss now oversees a team of 16.

There’s a senior buyer in leisure, who has two buyers and an assistant buyer reporting to her. This team is responsible for all leisure products, including food, clothing, giftware, books, cards and stationery. The plants and gardening team consists of two buyers reporting directly to the director, then there’s a seasonal buyer who looks after furniture and Christmas.

When it comes to merchandising, Harriss oversees a well-coordinated system led by a senior merchandise controller who manages the flow of stock. Every product is carefully funneled through the central buying office, ensuring that all purchasing decisions are centralised and streamlined, with no store-level ordering. This guarantees consistency and control across all locations, allowing the buying team to keep operations running smoothly.

The products

Haskins has positioned itself as a higher-end garden centre, with a higher quality than many others. It’s not something that Harriss has implemented, but it’s certainly something that he’s contributed towards. “That's always been the Haskins strategy that I've known, since I've

I ENJOY FINDING PRODUCTS, DEVELOPING PRODUCTS WITH SUPPLIERS AND THEN RETAILING THEM

been in the business,” he explains. “Where there have been downturns, it's very, very easy to lose sight of that and trade down, and it's very tempting to do that at times. The period we're now in, with this massive inflation that we've had, has obviously knocked the market, and there are many issues surrounding that, but we're trying to be laser focused in terms of who we are, and being true to ourselves.

Andrew Harriss

“That doesn't mean to say that we shouldn't offer some strong promotions, but in terms of our trading level, we really don't want to dumb that down, because we see that as one of our big points of difference. If we try to chase the mass market volume and go head-to-head with some of the national retailers, it’s not a battle we can win.

“We feel we have a niche, and when I say Haskins has a niche, probably lots of premium garden centres fall into that, but we need to be true to that. There are certain lines that we need to be on the money for, because it's hard to differentiate them, but there are certain

lines that we try to up-spec the level of or offer a larger size – and yes, on the face of it, it may be a slightly more expensive product, but the quality should justify that.”

There have been a few areas that Harriss has been surprised about in his time in the garden retail market. “The two biggest growth areas I would suggest on that are branded clothing and toys,” he explains. “How well we do now on branded clothing especially, amazes me. The numbers we do on that are incredible, and people come to us specifically for our clothing now.”

Sustainability

Sustainability is key to the business, but its not about making a big song and dance of it, and potentially greenwashing customers, it’s about doing what’s right, especially as the customers aren’t particularly feeding back about the environmental concerns.

“Sustainability is an important issue for both our customers and for us, I don't think there's any doubt about that. We tie ourselves

in knots on the peat debate and all things like that, and I think sometimes we lose sight of that. Inherently what we offer as Garden Centres is great and we could make a bigger deal about that as an industry.

“We do still source a lot of products from the far east, where they are not readily available in the UK or Europe, but it's very much on our medium to long term strategy to understand that, and to try and reduce carbon footprint where we can on products. But realistically, that's not a quick battle to win. You take a department like Christmas for instance, it's hard. You're not going to change that overnight.

“Credit is due to the suppliers here; they've listened to their customers, and gone are the days of when you would buy a product and you'd be pulling out reams of polystyrene. Slowly but surely, the suppliers have made great strides on that; they've reacted quickly.”

Looking at the shifting landscape of customer priorities in sustainability, Harriss explains: “If I'm honest, with what's happened over the last couple of years and the cost-of-living crisis, it's possibly fallen down the importance to customers a little bit. It will come back, and it should come back – we're in an unusual time now, so we shouldn't lose sight of that importance.”

The future

“One of the biggest things I think you will also see retailers increasingly wanting, is a point of difference within the range. This is a journey that we are on as a medium-term project –we have a desire to make a quarter of our range either exclusive to Haskins or rare (i.e not readily available at other retailers and/ or online).”

While online sales are nothing new, the rapid pace of change – both in consumer behaviour and advancing technology – means you could be at risk if your product range is

SUSTAINABILITY

IS

AN IMPORTANT ISSUE FOR BOTH OUR CUSTOMERS AND FOR US

simply a copy of what’s already available online, often at lower prices.

“This will mean, and has already meant, that we are forming new ways of working with our current suppliers – in some, not all areas. In many cases we are looking to have tertiary brands – own brand is not a big driver for us and is not planned to be. This will help bring us exclusivity whilst ensuring we maintain our premium trading level. So it is very much about

building partnerships with our suppliers to achieve these results.

“Through this process, we do also need to find creative ways to stretch the margin without increasing the retail price as the cost of running the day-to-day operation continues to increase.”

It’s important for Harriss, though, to make sure that gardening is still the core of the business, and that’s the plan for the future of Haskins. “The way gardening is retailed will change,” he says. “The standard seasons that we know seem to be changing, and we've seen that this year – customers coming in are expecting us to be selling plants at what we call ‘the wrong time of year’. But customers aren't thinking like the customer of old. It will evolve to a situation, and it already is evolving

to this, where customers are equally likely to do something in their garden in July or August as they are in April and May – they don't think like that traditional gardener now. Whether that's because the knowledge hasn't been passed down from gardener to gardener or whether the seasons have changed so much and are throwing that out. That's something garden centres are going to have to evolve to. It will present an opportunity and we'll just have to take advantage of it.”

As garden centres continue to showcase their robustness, Haskins is well placed to continue weathering the storms. Even as they look to protect themselves from climate-related issues, that will not be detrimental to the core of the business – gardening.

DIVERSIFYING GARDEN CENTRES FOR YEAR-ROUND GROWTH BEYOND PLANTS:

PR SPECIALIST CASSIE KING EXPLORES HOW THEY’RE EVOLVING TO THRIVE IN ALL SEASONS

The retail landscape is transforming. Online shopping has revolutionised the way we buy, offering convenience and competitive prices. Traditional brick-and-mortar stores are facing pressure to evolve, and garden centres have been at the forefront of this change. They’ve transformed from simple plant retailers into vibrant, familyfriendly destinations. By offering a diverse range of concessions, food options, leisure activities, and events, these centres have proven to be a winning strategy.

Here, we explore insights from leading stores about how they attract visitors year-round and increase revenue, even during off-peak gardening season.

an industry previously reliant on seasonal plant and gardening sales. Similarly, dining, which helped attract a whole new audience, is now an expected element of a garden centre.

A destination for all seasons

Bents Garden and Home were among the first in the industry to diversify into Christmas, making it a main focus and taking the first steps towards Bents becoming an all-year business in

We spoke to director, Matthew Bent who told us: “As more and more retailers now sell plants and gardenrelated products, garden centres need to look at new opportunities and points of difference. These usually revolve around experiences; creating a destination, somewhere our customers can spend the day with us. Attractions such as our Jurassic Cove Adventure Golf Course, Covered Beach and Weeping Ash Garden are extremely popular with our customers who can spend time with friends and family, enjoy some shopping and complete their visit in one of our dining destinations.

“Another experience that has proved successful is our partnership with Independent Street, an artisan market that we host in our car

park. These can attract high footfall at times that are traditionally a bit quieter, drawing customers into the centre as well as the markets themselves.”

British Garden Centres is one chain that has expanded its horizons. Beyond the traditional garden centre experience, the UK’s largest family-run group has transformed its 65 stores into vibrant destinations offering a diverse range of activities for visitors of all ages. With family attractions such as Little Bugs Playhouse Soft Play for the younger children, Osprey Electric Charging being rolled out across centres, and a calendar packed with exciting events, there’s always something to discover.

Amy Stubbs, development and project manager explains: “British Garden Centres has successfully evolved into a year-round destination, with events playing a pivotal role in driving footfall and fostering a strong connection with the local community. Some great examples of our recent events include the Burford House Classic Car Show and Langlands Sports Car Show which have attracted automotive enthusiasts from far and wide, showcasing stunning vehicles, fostering a sense of camaraderie among collectors and attracting new customers to the garden centres, who might never have been before.

Yarnton Home & Garden

“We have also recently started coach trips from some of our centres to Bressingham Gardens. Closer to home, the maze and dinosaurs at Woodthorpe Garden Centre are a fun experience for families.”

British Garden Centres’ Christmas grottos have become a beloved tradition as the group goes big over the festive season. It has further diversified its offering over the period to include circus performances at Woodborough Green, ice rinks and virtual reality rides at Brigg and Bridgnorth.

It’s not just stores, but catering that has diversified as Stubbs explains: “The Gardeners Retreat Restaurant has expanded its menu to offer a diverse range for all tastebuds. In addition to its traditional menu, the restaurant now features mouthwatering carveries and Chinese buffets to satisfy every palate.”

Woodthorpe Leisure Park, owned by the Stubbs family, is another shining example of the innovative ways in which British Garden Centres has diversified its offerings. Nestled within the picturesque Lincolnshire Wolds, this serene retreat with caravans, woodland lodges, golf and fishing lakes is advertised nationwide across the British Garden Centres stores, inviting its customers to experience a unique blend of leisure and natural beauty for their next holiday.

Gardening has become more popular since the pandemic due to increased time at home, mental health benefits, food security concerns, and a desire for DIY projects and a connection to nature, something that Yarnton Home & Garden has witnessed. Bryony Taylor-Edwards,

head of marketing at Yarnton, says: “Garden centres have become the new high street for many visitors, offering more than just a place to shop for plants. They have transformed into destinations where people can browse, enjoy a meal, and shop for a variety of products. The beauty of garden centres lies in their appeal to all generations, often serving as a meeting place for the entire family. With convenient parking and a cup of tea always within reach, garden centres have become a beloved staple in the UK. Post-covid, we’ve witnessed an even greater resurgence in their popularity.”

Concessions and beyond

As part of its strategy to diversify into new retail environments, Holland & Barrett has launched its first two garden centre concessions. The company opened its inaugural concession store at Gates Garden Centre, followed by another at Pugh’s Garden Village in Radyr, South Wales. This expansion marks a significant step for Holland & Barrett as it seeks to tap into the growing market for health and wellness products in non-traditional retail settings.

Nicola Pugh, marketing and operations director at Pugh’s, explains: “At Pugh’s, we have been at the forefront of diversification over the past 20 years with 20 concessions shops across our two sites. This offers our customers a shopping experience that complements their lifestyles and desires. We identified an opportunity in the wellbeing sector to work with Holland and Barrett, and are due to be the first garden centre in Wales to open a store this week at Pugh’s Garden Village, Cardiff.

“We are the third garden centre in the UK to identify Holland & Barrett as a complementary retail offering to our customers. We look forward to them being a welcomed addition to our brand.”

THE BEAUTY OF GARDEN CENTRES LIES IN THEIR APPEAL TO ALL

GENERATIONS,

OFTEN SERVING AS A MEETING PLACE FOR THE ENTIRE

FAMILY

Hillier Garden Centre in Newbury has recently completed a major redevelopment, expanding its offerings to include a wider range of products and services. This transformation has solidified Newbury’s position as the largest garden centre in the Hillier portfolio.

The centre now boasts diverse new concessions, including clothing brands like Craghoppers and Regatta, known for their outdoor apparel and footwear. Other additions include Crane, Kalehurst, Cotton Traders, and Pavers, offering a variety of products from garden equipment to footwear. These new concessions aim to enhance the overall customer experience and provide a more comprehensive shopping

Holland & Barrett at Pugh’s

British Garden Centres: Woodthorpe Leisure Park

destination. Chris Francis, garden centre director, tells us: “These additions build on the successful redevelopment efforts of last year, which have transformed our Newbury centre into a leading destination. Whether customers are seeking outdoor gear, updating their wardrobe, or of course, enhancing their garden, these brands offer exceptional products to cater to our community’s needs.”

Millbrook Garden Centre is also actively diversifying its offerings to create a more dynamic and engaging experience. This summer, the centre has introduced a host of exciting events and activities designed to cater to a wide range of ages and preferences. Families can enjoy a day of fun and adventure with Crazy Golf and Amazing Animal World, while children can unleash their creativity at Master Builders Lego Parties and Kids Monster Mashup Clay Workshops.

WHILE GARDENING REMAINS AT THE HEART OF WHAT WE DO, WE WANTED TO CREATE A SPACE WHERE CUSTOMERS COULD COME NOT JUST TO SHOP BUT TO ENJOY A MEMORABLE EXPERIENCE

In addition to this, Millbrook is also tapping into the growing demand for versatile event spaces. The Loft , located above The Mill restaurant, is now available for rent for corporate meetings, conferences, team-building activities, product launches, and special occasions. Tammy Woodhouse, managing director, adds: “We have found the summer events particularly successful at driving footfall in July and August, and this is the second year we have run them in a big way. Hiring out The loft is a new venture, but another way to drive footfall into the business and make use of space that we aren’t using.”

Dobbies has been tapping into the growing trend of experiential retail, bringing the magic

of centres to life through our knowledgeable horticultural colleagues, and combining that with our popular afternoon tea as Ayesha Nickson, events programme manager, reveals: “Our colleagues have the opportunity to transform our stores based on seasons, including micro seasons, and we’ve been tapping into this with our events programme.

“We’ve created a brand-new offering for 2024, our seasonal Planting and Afternoon Tea Experience launched this spring and due to increased customer demand, we’ve rolled this out across all the seasons, showcasing plants, aligned with the gardeners’ calendar. Our customers booking onto the autumn experience can expect an indulgent Afternoon Tea, followed by the opportunity to create their very own succulent planter and carve out a pumpkin to display their creations.”

are currently looking at developing a dedicated events area; somewhere we can hold more children’s activities and wellbeing-type events such as chair yoga. We see wellbeing as an area with a lot of potential for the future.”

At Yarnton , the team recognised early on the need to diversify beyond its core offering of plants, as Taylor-Edwards explains: “While gardening remains at the heart of what we do, we wanted to create a space where customers could come not just to shop but to enjoy a memorable experience. That’s why our Magic Garden play barn has been pivotal to our success. Additionally, we’ve introduced new departments, including clothing for the whole family, a toy shop, and a stationery section, to ensure there is something for everyone. We also host a whole range of workshops for all the family.

Matthew Bent also shared his insights on how events have helped Bents diversify its offerings: “Our event calendar is hugely important to us, and we are always looking at ways we can introduce new elements. Recently, we have started to introduce more evening events held in the conservatory area of our restaurant. These have ranged from musical events to an evening with Denis Irwin, all with a freshly prepared meal, and all have proved immensely popular helping to increase footfall in quieter times.

“Whilst the conservatory area has been perfect for these types of events, we know there’s more we can do on this side of things and

“Our goal was to increase footfall, broaden our demographic, and ensure our customers have a fantastic experience every time they visit. We’ve carefully curated our product offerings to ensure that visitors find items they love while enjoying the overall in-store experience. Events give people another reason to visit and create lasting memories. Since diversifying, we have seen a significant increase in younger visitors. Additionally, our garden centre has become a popular spot for families spanning three generations to meet up, enjoy lunch, and find something that appeals to everyone. This shift has been immensely rewarding, as we continue to see the positive impact on our community and customer satisfaction.”

Yarnton Home & Garden

Dobbies

If you’re looking to sell your garden centre… We have over 30 years industry leading experience of valuing and selling garden centres, plant centres and nurseries. ...we’d be delighted to hear from you

We are exhibiting at the Garden Centre Expo 2024 being held at the ExCeL London between the 15th and 16th October 2024. We can be found at stand number H64

Featured Properties For Sale

Scotland: Garden Centre, Nursery & Restaurant.

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Somerset: Chard Garden Centre with Café, Nursery and 4 Bedroom Detached Bungalow.

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Freehold 3.95 acres (1.6 hectares).

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Circa 80 hardcore/concrete car parking spaces.

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Guide Price: £1.1M plus stock.

EPC: C.

Ref. 9253RN.

MAXIMISING PROFITABILITY

EPOS & RETAIL MANAGEMENT

DISCOVER HOW TEWKESBURY GARDEN CENTRE IS OPTIMISING PROFITABILITY THROUGH DAVIDSON RICHARDS’ SMART EPOS SOLUTIONS

Now more than ever, EPoS and retail management plays a key role in improving profitability, whether you have a single site, multiple stores or are a destination centre. With increasing seasonal and business challenges, the highest costs for a garden centre are typically staff and stock, so it’s key to optimising both. Likewise, streamlining operations, increasing sales and loyalty, and delivering a connected customer experience are all factors to consider.

Tewkesbury Garden Centre decided to make the move from its old EPoS system to Davidson Richards’ OpSuite solution for those very reasons. Working with the right EPoS and retail management solution provider to build a long-term relationship ensures the maximum return on investment is gained.

Tewkesbury Garden Centre chose to move forward with Davidson Richards given its credentials as EPoS and retail management specialists for garden centres and proven 47-year

track record working for over 80 independent retailers across the UK and Ireland. These include: Bents, Barton Grange, Longacres, Scotsdales and Stewarts as well as Maidenhead Aquatics with hundreds of stores in garden centres. Its OpSuite EPoS and retail management solution has the full range of features expected and resilience built-in.

Over 70% of those using OpSuite previously used a different EPoS solution, as was the case for Tewkesbury Garden Centre.

Rachel Gallagher, partner and general manager at Tewkesbury Garden Centre explains:

“In store, we are extremely focused on providing the very best service and product range. We had an EPoS system in use for our garden centre, florist and restaurant and, given our need for additional functionality, we reviewed alternatives. For us, OpSuite from Davidson Richards proved to be the right choice given the additional features, flexible subscriptions and partnership approach. Their extensive sector

experience is clear to see and having a team that includes ex-garden centre retailers really has made all the difference. Similarly having a UKbased partner with dedicated in-house support was key for us to bring that reassurance of

WE DEFINITELY WANTED A CLOUDBASED SOLUTION GIVEN THE BENEFITS, COST SAVINGS, ENHANCED SECURITY AND, OF COURSE, BEING A GREENER SOLUTION

knowing help is always available seven days a week.”

Rachel Gallagher adds: “We definitely wanted a cloud-based solution given the benefits, cost

savings, enhanced security and, of course, being a greener solution. Due to our timings, the phased go-live approach worked very well and ensured a smooth transition across to OpSuite. The new hardware installed included touch-screen tills to ensure customers are served efficiently and avoids queues at busy times. Our hospitality offering is a key area in terms of our customers’ experience in-store focusing on fresh, local ingredients which are reasonably priced. OpSuite’s extensive hospitality features provide numerous ways to serve customers which for us is currently at the tills or tables. It’s also reassuring to know they have many additional elements available to complement our offering even further. These include QR code table ordering, self-serve order kiosks, kitchen screens and table statuses for example.”

to save time, effort and money when handling mark downs so we can sell through stock much more quickly compared to our previous manual method. This has also reduced the overall value of write-offs, which is a good thing in terms of profitability.

“Davidson Richards are at the forefront of stock management in our sector, and are the first to include RFID functionality. This allows stock takes to be completed in a matter of minutes rather than hours/days; providing much tighter control on stock holding and reduces resources required. It’s something we will be considering and it’s good to know that they are ahead of the curve in terms of innovation.

“From a back-office perspective compared to our previous system, OpSuite is much more intuitive and easier to navigate to find everything you need. The wide range of reports available in the back office offer real-time data which is invaluable for confident decision making across our organisation. In addition, the ability to automatically receive emailed reports or use the mobile reporting for snapshot analysis wherever we are, provides even greater flexibility,” Rachel Gallagher concludes.

She continues: “Stock management is another important area for us – in particular enhancing the stock control, ordering and receiving goods in processes so that goods can be managed and available for sale as soon as possible. OpSuite’s Mobile uses handheld devices to streamline operations and keep us in control. When used with the belt printers, they have allowed us

Increasing sales and loyalty are also vital and that’s all available within OpSuite too, providing an extensive range of promotions, special offers and loyalty scheme incentives as well as the option for an integrated customer app too.

Keith Bateman, Co-CEO of Davidson Richards adds: “We are delighted to work in close partnership with Rachel and the great team at Tewkesbury Garden Centre. We are proud of OpSuite’s green credentials which as a cloud based solution, typically uses less

than 20% of the energy per annum per retailer compared to on premise alternatives. The secure cloud hosting brings peace of mind for our customers and the seamless overnight updates ensure they are always on the latest version and benefit from all the new features we introduce.” tewkesburygardencentre.com

See Davidson Richards at GC Expo, ExCel, London, 15-16 October, Stand B56.

CONTACT

Davidson Richards 01332 382231

retail@davrich.co.uk davrich.co.uk

Cultivate

Connect up to 8 colleagues on one voice conference, with Headsets indoors, outdoors, wherever you're working

HOW GARDEN CENTRES CAN BENEFIT FROM OFFERING APPLE PAY

UNLOCKING EFFICIENCY AND SALES GROWTH WITH APPLE PAY EXPRESS CHECKOUT

In the ever-evolving landscape of retail, garden centres are increasingly looking for ways to enhance the customer experience and streamline operations. One significant development that can help achieve these goals is the introduction of Apple Pay Express Checkout by DNA Payments. This innovative payment solution offers a new way for e-commerce merchants, including garden centres, to accept payments, providing numerous benefits that can transform the shopping experience.

69% OF MOBILE PAYMENT USERS IN THE UK ARE USING APPLE PAY, WITH THE SERVICE RECORDING OVER 500 MILLION GLOBAL USERS

Streamlined checkout process

One of the primary advantages of integrating Apple Pay Express Checkout is the streamlined checkout process it offers. Garden centres can now provide their customers with the option to pay using Apple Pay at checkout or via the Express option through the Safari browser. This ensures a swift and seamless buying experience, reducing the time customers spend at the checkout. For garden centres, where customers often purchase bulky or numerous items, a quick and efficient checkout process can significantly enhance customer satisfaction.

Increased mobile payment adoption

Apple Pay has rapidly become the preferred method of payment for millions of users. According to analysis conducted by financial

comparison company Finder, 69% of mobile payment users in the UK are using Apple Pay, with the service recording over 500 million global users.

By offering Apple Pay Express Checkout, garden centres can tap into this large user base, making it easier for customers to complete their purchases using their preferred payment method. This can lead to increased sales and a broader customer base.

Reduced cart abandonment

Cart abandonment is a common issue faced by e-commerce merchants, including garden centres. Integrating Apple Pay Express Checkout can help address this problem by simplifying the buying journey. With fewer steps required to complete a purchase, customers are less likely to abandon their carts. This can result in higher conversion rates and increased revenue for garden centres.

Enhanced customer satisfaction and loyalty

A seamless and efficient checkout experience can significantly enhance customer satisfaction. When customers have a positive shopping experience, they are more likely to return and make repeat purchases. By offering Apple Pay Express Checkout, garden centres can foster customer loyalty and build longterm relationships with their clientele. This can lead to increased customer retention and a stronger brand reputation.

Improved security and confidence

Apple Pay is known for its robust security features, which can help build customer confidence. Transactions made using Apple Pay

are encrypted and authenticated using Face ID, Touch ID, or a passcode, ensuring that customer data is protected. For garden centres, this means offering a secure payment option that can reassure customers and encourage them to make purchases without concerns about the safety of their personal information.

Competitive

advantage

In a competitive retail environment, offering innovative payment solutions like Apple Pay Express Checkout can give garden centres a significant edge. By staying ahead of the curve and adopting the latest payment technologies, garden centres can differentiate themselves from competitors and attract tech-savvy customers who value convenience and efficiency.

The introduction of Apple Pay Express Checkout by DNA Payments presents a valuable opportunity for garden centres to enhance their operations and improve the customer experience. By streamlining the checkout process, reducing cart abandonment, and fostering customer loyalty, garden centres can reap the benefits of this innovative payment solution. As the retail landscape continues to evolve, embracing technologies like Apple Pay Express Checkout can help garden centres stay competitive and thrive in the digital age.

WHY

COFFEE

IS IMPORTANT FOR GARDEN CENTRES

DISCOVER HOW COFFEE COULD HELP ATTRACT NEW CUSTOMERS IN WINTER BY CREATING A MEMORABLE, COSY EXPERIENCE

Speciality, or third wave, coffee is on a huge upward trajectory right now.

Gone are the days that a secondrate cup of coffee will suffice, and with excellent quality, barista-style coffee now readily available on the high street through the thousands of independent coffee shops all over the country, even the huge companies like are having to up their coffee game.

Consistency is key in making good coffee for your customers, and that’s what is going to bring people back for more. It’s often the turning factor on why customers will come to your garden centre for a meet up with friends over a high-street alternative – although the space, parking and ambience also plays a part.

Offering coffee allows customers to take a break, socialise and enjoy the ambiance, making their visit more enjoyable and memorable. But you need to offer superior quality coffee, made by trained baristas, to ensure that the experience is memorable for the right reasons.

Increased revenue

Cafes can be one of the most profitable parts of a garden centre, attracting more foot traffic and encouraging customers to stay longer and spend more. The average gross profit margin for cafes, including those in garden centres, typically ranges from 60% to 70%. This high margin is largely due to the relatively low cost of goods sold (COGS)

YOU NEED TO OFFER SUPERIOR QUALITY COFFEE, MADE BY TRAINED BARISTAS, TO ENSURE THAT THE EXPERIENCE IS MEMORABLE

for coffee and other beverages, compared to the selling price.

GIVEN THAT THE AVERAGE SELLING PRICE OF A CUP OF COFFEE IN THE UK IS AROUND £3.14, THE GROSS PROFIT MARGIN CAN BE SUBSTANTIAL

Breakdown of costs for good quality coffee

The primary components of COGS for coffee include coffee beans, milk, sugar, and other additives.

THE COST OF COFFEE BEANS IS A SIGNIFICANT FACTOR

The cost of coffee beans is a significant factor.

Wholesale prices for arabica beans range from £10 to £18 per kilogram. Each kilogram can yield approximately 120 to 140 servings, making the cost per cup around 10p. Adding milk increases the cost by about 6p per cup. Sugar and other additives like syrups or spices add minimal costs, typically less than 5p per serving.

Packaging: For take-away options, which is rare for a garden centre offering, the cost of cups and lids should be considered. These can add around 10p to 20p per cup, depending on the quality and supplier.

While not directly part of COGS, labour and overheads – like utilities and equipment maintenance – are essential to consider for overall profitability. Efficient staff management and energy-saving practices can help keep these costs low.

Given that the average selling price of a cup of coffee in the UK is around £3.14, the gross profit margin can be substantial. With a COGS of approximately 30p to 40p per cup, the gross profit margin can exceed 90%.

However, it’s important to note that these figures can vary based on factors such as location, operational efficiency, and the specific product mix offered by the cafe.

Sustainability

Sustainably sourced coffee is becoming increasingly important for UK garden centres, not only for its environmental benefits but also for its appeal to a growing segment of eco-conscious consumers. Garden centres, traditionally associated with nature and sustainability, are in a unique position to champion eco-friendly practices, including the sale of sustainably sourced coffee.

Why garden centres should focus on eco-friendly coffee

Garden centres are natural advocates for sustainability. By offering sustainably sourced coffee, they can reinforce their commitment to environmental stewardship. This type of coffee is grown using methods that reduce environmental impact, such as organic farming, shade-grown techniques, and fairtrade practices. These methods help preserve

biodiversity, reduce deforestation, and ensure fair wages for farmers. By aligning with these values, garden centres can enhance their brand image and attract a loyal customer base that values sustainability.

Shifting the focus to sustainable coffee

To shift the focus to sustainable coffee, garden centres can start by sourcing coffee from suppliers who adhere to eco-friendly practices. They can highlight these efforts through in-store signage, educational workshops, and social media campaigns. Collaborating with local coffee roasters who prioritise sustainability can also create a unique selling point. Additionally, offering tastings and providing information about the origins and benefits of sustainably sourced coffee can engage customers and encourage them to make more environmentally friendly choices.

It can also help increase the foot traffic to the store, as customers remember the quality of the service and product they had during the warmer months.

There are also the mental wellbeing benefits, too. Visiting a garden centre restaurant can improve mental health for customers – the combination of a cosy environment paired with the closeness of nature can help reduce stress and lift moods.

Added appeal to UK garden centre customers

Sustainably sourced coffee has a strong appeal to UK garden centre customers, who are often already inclined towards eco-friendly products. These customers appreciate the transparency and ethical considerations behind their purchases. By offering sustainably sourced coffee, garden centres can meet the demand for products that align with their customers’ values. Moreover, the story behind sustainably sourced coffee – its journey from farm to cup – adds a layer of authenticity and connection that resonates with consumers. This not only enhances the customer experience but also fosters a sense of community and shared responsibility for the environment.

Seasonal appeal

Good quality coffee is crucial to entice customers to your garden centre in the winter months, when your typical customer is not spending on gardening products. Your cafe or restaurant setting can provide a welcoming environment, which works to attract those customers looking to get out of the house during the cold periods.

Customers are now able to get good quality coffee on the high-street, and most of these places are using fairtrade and sustainable ingredients. What they can’t offer, though, is space and an ambience and experience that garden centres can offer.

If garden centres can get their coffee offering right, it opens a new audience of younger customers, which will benefit the business for years to come.

GARDEN CENTRES CAN START BY SOURCING COFFEE FROM SUPPLIERS WHO ADHERE TO ECO-FRIENDLY PRACTICES

INDEPENDENT IMPARTIAL INVALUABLE

Quinton Edwards are market leaders in the disposal, acquisition and letting of freehold and leasehold Garden Centres, Nurseries and Horticultural Properties & Businesses throughout the United Kingdom for over 30 years.

We are Chartered Surveyors offering a wide variety of Commercial Property Services to include:

• Sales/Lettings

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We are actively seeking Garden Centres for a wide range of purchasers and tenants and would be very happy to discuss further any sale or leasing options you may have. If you would like further information about the business or the services we offer please contact Simon Quinton Smith or Rachel McMordie.

Quinton Edwards Chartered Surveyors, Bartholomew House, 38 London Road, Newbury, Berkshire, RG14 1JX quintonedwards.co.uk

WPLANTS FOR JANUARY COLOUR

EXPLORE

FIVE VIBRANT PLANT VARIETIES THAT BRIGHTEN GARDENS IN JANUARY, FROM THE CHEERFUL BLOOMS OF WINTER JASMINE TO THE RESILIENT BEAUTY OF CYCLAMEN

ith all the product diversification happening in garden centres, it’s important to make sure that horticulture remains at the heart of the business. Footfall is often down in the winter months, and often, the outdoor plantaria are deserted in the winter. With that in mind, we’ve picked out five plant varieties that offer garden excitement in January.

Jasminum nudiflorum

Jasminum nudiflorum, commonly known as Winter Jasmine, is a deciduous shrub native to China and Tibet. This plant is prized for its vibrant yellow flowers that bloom in late winter to early spring, providing a splash of colour during the colder months.

Winter Jasmine is a medium-sized shrub with long, arching branches that can reach up to three metres in height and spread. Unlike many other jasmine species, it does not twine, so it requires support if grown vertically. The stems are bright green, giving an evergreen appearance even in winter. The leaves are trifoliate, shiny green, and appear after the flowers.

This plant thrives in full sun to partial shade and prefers well-drained soil. It is tolerant of a wide range of soil conditions, including sandy loams and clay. Winter Jasmine is virtually pest-free, though it can occasionally be affected by aphids and mealybugs. Winter Jasmine is versatile in the garden. It can be used as ground cover, cascading over retaining walls, or trained up trellises and arbors. It is also effective for erosion control on slopes and banks. Regular pruning after flowering helps maintain its shape and encourages new growth.

The Royal Horticultural Society has awarded Jasminum nudiflorum the prestigious Award of Garden Merit, recognising its reliability and performance in gardens. It is not known to have any particular value to wildlife in the UK and is non-toxic to birds, cats, dogs, horses, livestock, and people.

Galanthus

Galanthus, commonly known as snowdrops, is a genus of about 20 species of bulbous perennial plants in the family Amaryllidaceae

THE

ROYAL HORTICULTURAL SOCIETY HAS AWARDED JASMINUM NUDIFLORUM

These charming plants are native to Europe and the Middle East. Snowdrops are among the first flowers to bloom in late winter to early spring, often pushing through the snow, which is how they got their common name.

The name “Galanthus” comes from the Greek words “gala” (milk) and “anthos” (flower), referring to their milkwhite flowers. Each plant typically has two linear leaves and a single, small, white, drooping bell-shaped flower with six petallike tepals arranged in two whorls. The inner whorl is smaller and often marked with green.

Snowdrops prefer moist, well-drained soil and can thrive in both full sun and partial shade. They are hardy in USDA zones 3-9, making them suitable for a wide range of climates. These plants are relatively low maintenance and can naturalise well in gardens, woodlands, and lawns.

suggests they were created from snowflakes by an angel to give hope to Adam and Eve after their expulsion from the Garden of Eden.

Snowdrops are not just beautiful but also have some interesting botanical features. They are known to be thermogenic, meaning they can produce their own heat to melt the snow around them, although this is not scientifically confirmed.

In addition to their aesthetic appeal, snowdrops have cultural and symbolic significance. They are often seen as symbols of hope, purity, and rebirth, likely due to their early blooming period. There are also various legends associated with snowdrops, including one that

Heleborus

Some species of Galanthus have been studied for their potential medicinal properties, particularly in treating neurological conditions.

Helleborus, commonly known as hellebores, is a genus of about 20 species of perennial flowering plants in the family Ranunculaceae. These plants are native to Europe and Asia and

are highly valued for their winter and early spring blooms.

Hellebores are known for their distinctive, cup-shaped flowers that come in a variety of colours, including white, pink, purple, and green. The flowers are actually composed of sepals rather than petals, which gives them a long-lasting appearance. These sepals can remain attractive for several months, even after the flowers have finished blooming.

The foliage of hellebores is also noteworthy. The leaves are typically dark green, leathery, and deeply lobed, providing year-round interest in the garden. Some varieties have marbled or variegated leaves, adding to their ornamental value.

Hellebores thrive in partial to full shade and prefer well-drained, fertile soil. They are hardy in USDA zones 3-9, making them suitable for a wide range of climates. These plants are relatively low-maintenance and can naturalise well in woodland gardens, borders, and underplantings.

One of the most popular species is Helleborus niger, commonly known as the Christmas Rose, which blooms around Christmas time. Another well known species is Helleborus orientalis, or the Lenten Rose, which blooms in early spring.

Hellebores have a rich history and cultural significance. In ancient Greek mythology, they were believed to have sprung from the tears of the goddess Amalthea. They have also been used in traditional medicine, although they are toxic if ingested.

In the garden, hellebores are excellent for adding colour and interest during the winter months when few other plants are in bloom. They are also beneficial for early pollinators, providing a valuable nectar source when little else is available.

Erica carnea

Erica carnea, commonly known as Winter Heather or Alpine Heather, is a hardy, evergreen shrub that belongs to the Ericaceae family. Native to the mountainous regions of Central and Southern Europe, this plant is highly valued for its ability to bring vibrant colour to gardens during the late winter and early spring months.

Winter Heather is a low-growing, spreading shrub that typically reaches heights of 15 to 30 cm (6 to 12 inches) and spreads up to 60 cm (24 inches). It features tiny, needle-like, dark green leaves that provide year-round interest. The plant produces small, urn-shaped flowers that can be pink, purple-pink, magenta, or white. These flowers appear in dense clusters along the stems, creating a striking display when most other plants are still dormant.

It thrives in well-drained, acidic to neutral soils but is also tolerant of alkaline conditions. It prefers full sun to partial shade and is well-suited to rock gardens, slopes, and as ground cover. It is also an excellent choice for coastal gardens due to its tolerance of salty conditions.

One of the key benefits of Erica carnea is its low maintenance requirements. It is generally pest-free and only needs light pruning after flowering to maintain its shape. Additionally, it is drought-tolerant once established, making it a resilient choice for various garden settings.

Winter Heather is not only aesthetically pleasing but also beneficial for wildlife. Its early blooms provide a valuable nectar source for bees and other pollinators at a time when few other flowers are available. The Royal Horticultural Society has recognised Erica carnea with the Award of Garden Merit, highlighting its reliability and performance in gardens.

Erica carnea is a versatile and attractive shrub that offers year-round interest and early-season colour. Its hardiness, low maintenance needs, and ecological benefits make it a valuable addition to any garden.

Cyclamen

autumn to spring, depending on the species. The plant grows from a tuber, which serves as a storage organ from which the roots, leaves, and flowers emerge. The leaves are often heart-shaped and can have silver or variegated patterns, adding to the plant’s ornamental appeal.

Cyclamen thrive in partial shade and well-drained, slightly acidic soil. They prefer cool temperatures and go dormant in the summer, regrowing in the fall. These plants are relatively low-maintenance but can be susceptible to pests like vine weevil and diseases such as bacterial soft rot and Fusarium wilt.

Cyclamen have a rich cultural and symbolic significance. They are often associated with deep love, sincerity, and affection. In various traditions, they symbolise devotion and empathy. Historically, they have also been used in traditional medicine, although they are toxic if ingested.

Cyclamen is a genus of 23 species of perennial flowering plants in the family Primulaceae These plants are native to Europe and the Mediterranean Basin, extending east to the Caucasus and Iran. Cyclamen are known for their distinctive flowers with upswept petals and variably patterned leaves.

The flowers of Cyclamen are typically pink, purple, red, or white, and they bloom from

One interesting feature of Cyclamen is their ability to bloom during the colder months, making them a valuable addition to gardens for winter and early spring colour. They are also well-suited for indoor cultivation, provided they receive adequate light and humidity.

Cyclamen are versatile and attractive plants that offer both aesthetic and cultural value. Their distinctive flowers and patterned leaves make them a popular choice for gardeners looking to add colour and interest during the cooler months.

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Products Compost products

EXPLORE A RANGE OF TOP-PERFORMING COMPOSTS DESIGNED TO MEET DIVERSE GARDENING NEEDS

Organic All Plant Compost

New Horizon

New Horizon Organic All Plant Compost has been championing peat free for many years. It’s 100% sustainable, rich in essential nutrients and our West+2® formula now holds even more moisture. New Horizon nourishes plants by nature, helping all plants and nature thrive. From seedlings to potting on and planting out, compost has never been so good for plants and the planet. New Horizon is ideal for all types of plants and feeds plants for up to six weeks.

RRP £7.99

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Multi-Purpose 50L RocketGro

Peat-Free Composts

Peat-Free and organic, 100% sustainably produced and 100% British. This best-selling RocketGro product has been a huge success since launch in Autumn 2023. Scientifically formulated and with added Organic Fertiliser Superfood when bagged on our bagging line powered by our own green energy produced on our farm, this compost is the most eco-friendly compost at scale in the UK today.

RRP £7.99 rocketgro.co.uk

Grolite Multi Purpose Growmoor

Lightweight Multi-Purpose Compost

Doff

Doff Lightweight Multi-Purpose Compost is a premium growing medium with excellent structural stability in both dry and wet conditions. It can absorb moisture at many times its own dry weight while holding vital nutrients in dry or arid spells helping your plants flourish for longer periods of time. Lightweight Multi-Purpose Compost is peat free, contains no green waste, and is grown from fully sustainable sources. Our eco-friendly 100% Peat Free Lightweight MultiPurpose Coir Compost is enriched with the necessary nutrients to help your plants flourish. It is re-usable, clean and is ideal for indoor or outdoor use.

RRP £4.99 doff.co.uk

Grolite reduced peat mix is made with responsibly sourced peat and peat free raw materials such as wood fibres to help your ecological footprint on climate change. Our new Grolite is made from high quality sphagnum peat which is perfect for water retention in soils, giving a long-lasting source of nutrients to growing plants.

RRP £5.99 bettergrowing.com

Straw Mulch

Strulch

Strulch will reduce weed growth by up to 95%, retain moisture around plants, enrich soil and its structure, deter slugs and snails through natural irritation and always be environmentally friendly, made from local and renewable British sources.

Strulch is manufactured in Britain, entirely from locally sourced quality wheat straw with added iron minerals. The patented process stabilises and colours the straw producing and easy-to-use garden mulch. For use on borders, raised beds, around cultivated fruit and on vegetable plots.

RRP £22.99 strulch.co.uk

Moisture Control Peat Free Compost Miracle-Gro

This peat-free compost contains Aquacoir technology, which enables it to store valuable moisture and release it only when plants need it. This helps prevent plants from drying out and makes re-wetting the compost easier. Additionally, 14 vital minerals are released slowly over three months, but only when the compost is warm and moist – conditions ideal for plant growth when nutrition is most needed.

RRP £8.49 lovethegarden.com

50l Soil Enricher

Bloomin Amazing

Bloomin Amazing is a 100% peat free, vegan friendly soil enricher which is made from a by-product of a renewable energy project. This compost is a light, almost odourless, nutritious, soil conditioner which is widely used on farms and gardens.

Bloomin Amazing provides an easy feed, is a soil enricher and is produced in the West Country.

RRP £7.99 bloominamazing.com

Sylvagrow Multi Purpose Added John Innes

Melcourt

Sylvagrow Multi Purpose Added John Innes is a superb quality, 100% peat-free compost used by professional gardeners. This compost has added sterilised loam and is suitable for a wide range of gardening activities. This compost can be used for a wide range of applications including potting-on, planting out and as a grow bag.

RRP £5.99 melcourt.co.uk

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Coco Chip

Coco & Coir

Coco Chips are free of weeds, repellent to insects, and resistant to harmful fungi to make them one of the best soil conditioners in the world. Extracted from the coconut husk, they are the ideal 100% natural and biodegradable product. Cut into uniform sizes, then packed together to form the brick shape, Coco Chips are easy to use and store. Coco Chips provide excellent drainage to prevent plants from being over-watered and flooding, and with high cation exchange capacity (CEC), Coco Chips holds onto nutrients well, and acts as a buffer against soil acidification. The 4.5kg bricks creates approximately 60 litres of Coco Chips when expanded.

RRP £16.99 cocoandcoir.com

Aqua Gel Water Storing Crystals

Smart Garden

AquaGel is a water absorbing crystal, which swells up when water is added to many hundred times it’s own weight, reducing the frequency of time baskets and containers need watering. This makes it great to use in pots, containers and dry soil. AquaGel is easy to use. Mix into compost or dry soil at the beginning of each planting season and reduce watering by up to four times, saving time and money.

RRP £6.99 sgpuk.com

50l All Veg Compost

New Horizon Get gardens to bloom brightly with this peat free New Horizon Growing Compost. Whatever fruit or vegetables are being grown in garden, sometimes you want to give them a little something extra to help them thrive. New Horizon All Veg Compost is good quality compost that’s rich in nutrients, and the perfect way to keep your plants strong and healthy.

RRP £7.99 gardenhealth.com

Rose, Tree and Shrub Compost Durstons

Rose, Tree & Shrub compost is a scientific blend of peat-free materials, specially formulated for the planting of Roses, Trees or Shrubs which require assistance for longer lasting performance.

Rose, Tree & Shrub compost can be used for all mature plants including trees. For Rhododendrons, azaleas and camellias, you could always add some ericaceous compost to ensure you have the correct acidity. Can be used in pots and containers but can also be used when planting trees and shrubs. Mix well with the soil pre-planting and mix with the soil to back fill and water well.

RRP £6.49 dustongardenproducts.co.uk