1 minute read
The Gardena destination store concept
Gardena has recently introduced a unique concept called a ‘destination store within a store’ suitable for those who want to experience a holistic gardening experience.
For over 50 years, Gardena has provided high-quality gardening tools to passionate gardeners around the world. The brand offers a vast range of innovative gardening solutions and complete systems for watering, lawn care, tree and shrub care, and soil cultivation. Today, Gardena is a leading European supplier of high-quality gardening products and is distributed in more than 80 countries worldwide.
Gardena recognised the importance of the consumer shopping experience and this journey has become a key focus area for the brand resulting in the implementation of a unique ‘destination store within a store’ concept offering a holistic gardening experience for passionate gardeners.
Gardena has partnered with retail stores across the hardware and nursery spectrum to create attractive and inviting display spaces within their stores to showcase the extensive range of products available in South Africa.
To date Gardena has secured 14 countrywide partnerships in which the concept stores take pride of place. The consumer can easily browse the full range of
Gardena premium, top of the line gardening tools and equipment in an attractive Gardena exclusive retail space. The displays are clearly defined by category, with eye-catching and descriptive point of sale and aspirational lifestyle imagery affording the customer the best possible insight into the application of each product. Within the concept store, space is also allocated to the larger product categories such as lawnmowers, trimmers, hedge trimmers, Power for All Battery range, city gardening, combisystems and general gardening accessories.
Retailers participating in the Gardena concept store experience have the added competitive benefit of being the first to launch new products and ranges and their dedicated staff are trained on the extensive range guaranteeing the consumer an unforgettable shopping experience.
Gardena destination stores are carefully chosen and meet predetermined criteria that forms part of the shopper marketing strategy.
There are currently eight stores in Gauteng, three in KwaZulu Natal and three in the Cape region.
