14 | Orgill Case Study “The program was really a hit from the start,” Shore says. “We had a large number of retailers who embraced it because it was an easy way for them to really drill into the category and make the most out of an area of the business that was rich with growth potential.” After the initial rollout of the program, however, Orgill knew that the program would continue to evolve as more retailers gained experience with it. Getting Spring Is Here Dialed In When it came to fine-tuning the Spring Is Here program, the Orgill team knew it would be important to get feedback from a variety of sources. “Even with a solid reception, we knew that we would want to listen to the retailers using the program and find ways where we could do things better,” Shore says. A portion of these insights came from Orgill’s CNRG stores that had implemented the Spring Is Here program. “This gave us really unique insights because we could get a completely unrestricted view at what was working and what wasn’t,” Stine says. “We could also test different concepts and have access to the sales data to determine what signage would work best, and so on.” CNRG tested Spring Is Here at two separate locations, Marvin’s located in Moncks Corner, South Carolina; and Hiawassee Hardware located in Hiawassee, Georgia. “From these test sites we got a lot of information about how the Spring Is Here assortments worked in a reallife retail environment,” says Stine. “This taught us a lot of things about how the assortments worked alongside other non-Spring Is Here products and how they worked with different kinds of signage and a variety of other factors.” Because Orgill could both experiment with the assortments and get real-time feedback from the CNRG management teams and point-of-sale system data to track product movement, they were able to dial into the ideal product mixes, adjacencies and signage presentations. “This depth of information and the ability to change things on the fly was invaluable in helping us improve the program for our retail customers,” Stine says. Outside of the unique insights provided from CNRG that helped shape the program, Orgill also actively reached out to its customers participating in Spring Is Here for their insights. As recently as Spring of 2021, Orgill sent a survey out to Spring Is Here retailers asking for their feedback. “We want to hear it all—good, bad or indifferent—because it helps us build a stronger program,” Shore says. While the survey conducted in 2021 revealed that nearly 90% of the retailers participating in the Spring Is Here program said they were satisfied with it, Orgill also learned areas where they could improve the program. For example, more than 80% of the program participants said they would be interested in adding digital marketing components to the program that would allow them to easily promote their lawn and garden offering online and through social media. Overall, are you satisfied with the Spring Is Here program? Overall, do you find the Spring Is Here program easy to understand? Yes 88.4% Yes 85.3% Source: Orgill Program Participant Survey, 2021
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