By John Stanley

If there has ever been a debate that has spanned the years, it has been the issue of plant guarantees. Some argue that perishable products should not be guaranteed, while at the other extreme, there are garden centres that guarantee plants for life. There are all manner of guarantees that fall between these two schools of thought. Is there any way to know who is right?

     First, it is important to realize the trend is towards fewer customers shopping at independent retail garden centres, but that the average sale is increasing. This is an indication the industry overall is attracting a more educated gardener who has a better knowledge on the care of plants.

     Secondly, the consumer expects retailers to stand behind their products. They expect retail garden centres to select species suitable for local gardens and to offer them in peak condition, i.e. already hardened off for their garden.

     In the 90s, we were told the key to retail success was to ‘think like a customer.’ Today’s customers are stressed, time poor and looking for solutions. They last thing they want is you thinking like them, but they do want to know you are thinking about them and are prepared to provide all the advice and support products they require to ensure they are guaranteed a successful gardening experience.

A few of the things you’ll need to consider:

• Promote the fact you select plants suitable for local soils and climatic conditions.
• Provide plant care information, on signage and take-away how-to sheets, with recommended products, such as fertiliser, slug and snail control, trellis supports, and so on.
• Your sales team should be trained to provide both selection and care information and to promote the guarantee.

     There can be no escaping the fact that a small minority of people will abuse your guarantee, but they will do so regardless of your terms and conditions. The wording of your contract can eliminate some of this abuse, but the actions of a few should not persuade you to implement a policy that will be to the detriment of your good customers. The majority of consumers want you to show you care for them and the plants you are selling. They are looking for assurance.

     Guarantees should be part of your promotional activities and part of your values as a business. It is a positive marketing tool that should be promoted whenever possible by all your team.

This article is based on the current edition of John Stanley’s Retail Garden Success, a quarterly subscription based audio magazine for garden centre managers and owners. Visit John Stanley Associates’ web site at www.jstanley.com.au or e-mail John at jstanley@iinet.net.au for subscription information.