11 | Orgill Case Study Spring Is Here focuses on helping retailers enhance their assortments in the following areas: “We focus on the categories that are at the center of most lawn and garden projects and the ones that often drive repeat visits,” Shore says. “We also work with vendors who are all-in with the program and support it by offering our customers incentives to participate.” For retailers, there is no fee to participate in the Spring Is Here program. They simply sign up to participate and make a commitment to: • Buy at least $7,500 in product from Orgill’s collection of preferred, warehousestocking vendors. • Place a minimum order of $2,000 during the pre-season booking period for lawn and garden products. • Agree to implement one of the designated assortments within the category or a customized assortment with help from the Orgill sales team. • Implement the seasonal Spring Is Here in-store promotions campaign. • Have their store-level sales associates participate in a lawn and garden product training program designed to arm them with the product knowledge they would need to support products in the category. Through their commitment to the program, participating retailers receive in-store merchandising and promotional materials, support from a dedicated team of category-specific professionals and rebates based on their purchase levels over a 12-month period. “We essentially offer Spring Is Here for free to our customers,” Ray says. “But, we know that we are asking them to make a commitment to the category and they will have resources invested in implementing the in-store elements, so we want to make it worth their time beyond helping them increase sales. That’s where the rebates come in.” Program participants can receive up to a 5% rebate on their overall qualifying purchases made through program vendors, according to Ray. “This can really add up, particularly for the retailers who are making major commitments to the category,” he says. • Herbicides • Pest Control • Grass Seed • Plant Food • Fertilizers • Potting Mix and Soils
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