1 | Orgill Case Study For independent home improvement retailers, lawn and garden has emerged as one of the most important categories within their operations. Growth within this category and the potential to use lawn and garden to differentiate their operations from the competition can be a critical component to success within a market. Realizing this, Orgill set out to create a turnkey program that would help retailers expand their presence in the lawn and garden category, gain market share and increase profitability. To make it happen Orgill enlisted members from its merchandising, Brand Building and executive leadership teams along with leading vendors in the category to develop this program. The result was the launch of Orgill’s Spring Is Here program in 2017. This multifaceted programwas supported by a key collection of industry vendors who agreed to offer participating retailers special pricing, terms and rebates on popular products. In addition to the favorable buying opportunities associated with participation in the program, retailers would also receive additional benefits designed to help them promote their position within the category to their own customers. From Spring Is Here signage and window clings, to informative product pamphlets and even T-shirts and hats for the staff to wear, retailers were equipped with a complete promotional toolkit for their lawn and garden areas. Following the launch of the Spring Is Here program, Orgill continued to solicit feedback from customers as well as experiment with the program using its Central Network Retail Group (CNRG) family of retail brands as a real-world laboratory to test concepts. In the period since the launch, Orgill has continued to adjust the Spring Is Here program, upgrading marketing elements, adding additional tools such as digital promotional materials and increasing the number of participating vendors. The results have been positive for both Orgill and its retail customers. Participation in the program has grown every year since its inception, sales through the program have increased and retailers report that the program has proven to be easy to implement and effective at helping them grow their lawn and garden business. Executive Summary
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