{"id":5034,"date":"2013-07-18T00:39:47","date_gmt":"2013-07-18T00:39:47","guid":{"rendered":"http:\/\/www.upshoothort.com\/?p=5034"},"modified":"2013-07-18T00:39:47","modified_gmt":"2013-07-18T00:39:47","slug":"igc-profile-different-than-the-rest","status":"publish","type":"post","link":"https:\/\/upshoothort.com\/igc-profile-different-than-the-rest\/","title":{"rendered":"IGC Profile: Different Than the Rest"},"content":{"rendered":"

\t\t\t\t<\n\n\n

Wight\u2019s Home & Garden<\/a> strives to create a \u201cwow\u201d experience for their customers<\/p>\n

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A look into Wight\u2019s outdoor nursery area.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Of all the IGCs I\u2019ve visited across this great country of ours, it is Wight\u2019s Home & Garden<\/a> that reminds me most closely of the garden center once owned by my family. While unassuming on the outside, it\u2019s what\u2019s on the inside that counts.<\/p>\n

\u201cWOW.\u201d That one word describes what Wight\u2019s strives to create for patrons who visit the store. And providing an extraordinary shopping experience that generates home and garden inspiration is a prime way they are distinguishing themselves from their competition – big box or otherwise.<\/p>\n

Wight\u2019s product line breadth is horizontal, not vertical, and as such its diversification, along with spectacular displays, gives shoppers a reason to come back again and again and not just during spring or the holidays.<\/p>\n

General manager Maria Fox says Wight\u2019s has employees whose sole job is merchandising inside the store.\u00a0Outside in the nursery, they work as a team coming up with ideas for plant area layouts which are then brought to life. Consequently you have displays that lead shoppers throughout the entire store because they\u2019re left wanting and wondering what they\u2019ll find around the next corner.<\/p>\n

When asked how they set themselves apart from other garden centers, Fox says, \u201cWe don\u2019t spend a lot of time being overly concerned with what our competitors are doing and instead focus more on how we can be our very best. Having said that, we are aware of what\u2019s going on out in the local marketplace and try not to compete item for item at the same time.\u201d<\/p>\n

Fox concedes they do sometimes buy for the store based on price, in particular nursery stock, but also ask themselves the important questions \u201cdo we like it\u201d and \u201ccan we sell it?\u201d Additionally, even though Wight\u2019s displays look like a million bucks, they are conscientious to have products available in all price ranges that will fit every size wallet.<\/p>\n

In the end, Wight\u2019s has created a homey, inviting and imaginative store atmosphere that is a not only a feast for the eyes but involves products that are obtainable and affordable by consumers from all walks of life, each and every day of the year.
<\/strong><\/p>\n\n\n\n
\"\"<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Q: What actions has Wight\u2019s taken to stay in business?<\/strong><\/p>\n

A:<\/strong>\u00a0Buy smart and sell at a fair price; keep merchandise fresh and up to date; create a shopping experience with great visual merchandising and provide excellent customer service.<\/p>\n

Q: What has been the biggest challenge you\u2019ve faced over the last year, and how did you handle it?<\/strong><\/p>\n

A:<\/strong>\u00a0As for all of us, the weather is always an X factor for spring success or failure, says Fox. Last spring we had quite a bit of rain, which hurt sales. We are fortunate that when the weather is good, so are sales.<\/p>\n

Q: What factors do you take into account when you choose inventory for each year?<\/strong><\/p>\n

A:<\/strong>\u00a0Fox says that Wight\u2019s staff first analyzes sales for the previous few years, keeping in mind variables like weather and local economy.\u00a0Then they evaluate their sales by category looking at individual SKU\u2019s and forecasting whether they expect an increase, decrease or sales to stay the same for the coming year. After that they determine a budget.\u00a0From there, new products are introduced on an item by item basis, based on cost, retail value, customer demand and\/or appeal and fit with their current product mix.<\/p>\n\n\n\n
\"\"<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Q: How do you get feedback from customers?<\/strong><\/p>\n

A:<\/strong>\u00a0Facebook has proven to be a great forum for gathering customer feedback. Occasionally, Wight\u2019s does a customer survey for more detailed shopper input.<\/p>\n

Q: What has been your most effective marketing tool?<\/strong><\/p>\n

A:<\/strong>\u00a0Wight\u2019s has had great success advertising with their E-club and Facebook page. They also feel TV and radio have been effective for branding and regional exposure.<\/p>\n\n\n\n
\"\"<\/a>
Wight\u2019s offers a diverse product line and showcases them in unique displays<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Q: What do you do to keep company morale up?<\/strong><\/p>\n

A:\u00a0<\/strong>Keeping employees involved in the big picture at Wight\u2019s is a priority. As a seasonal store, many of their employees work in multiple departments throughout the year. This cross-training has several benefits. For one it keeps workers employed year round. Secondly, it fosters a team atmosphere where everybody is invested in the success of the store as a whole as opposed to individual departments.<\/p>\n

Additionally, Wight\u2019s hosts several annual events that have become traditions for many families including their Wonderland of Christmas, Easter celebration, Harvest Fair and Halloween party. They also hold several events each year that benefit local charities. The past five years they have designed a Display Garden for the Northwest Flower and Garden Show<\/a>.<\/p>\n

All of these endeavors take a collaborative effort in which storewide input and participation is encouraged and appreciated. As their tag line reflects, Wight\u2019s is a \u201cStore for All Seasons\u201d and can offer\u00a0their staff -year round employment as retail emphasis changes between the seasons.<\/p>\n

– Originally published in Garden Center Magazine<\/a>, article by Maria Zampini, July 9, 2013.<\/em><\/p>\n<\/div>\n

]]>\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"

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