5 | Orgill Case Study With the decision made to focus on enhancing this category, Orgill’s team began exploring all of the areas where they could bring resources to bear and help make their customers more successful in the lawn and garden business. One of the most visible results of these efforts was the introduction of Orgill’s Spring Is Here program, which launched in 2017. This multifaceted program brought together the industry’s top lawn and garden vendors to offer special pricing and promotions to Orgill customers. It combined these product opportunities with marketing, merchandising and educational support for retailers participating in the program. “We really wanted to offer retailers a complete program that would position them as the leader in their markets when it came to lawn and garden,” says Greg Stine, Orgill’s executive vice president of marketing and communications. “We took a deep dive into what a retailer needed to be successful in the lawn and garden category and then used that information to develop a program that hit on all of those notes.” Throughout the development, rollout and expansion of its Spring Is Here program, Orgill learned from the customers who implemented it and also utilized insights gained through its Central Network Retail Group (CNRG) family of brands to fine-tune the program. “This is really a great example of Orgill identifying an area, in this case, lawn and garden, where our customers could really benefit if they could establish a strong position in the category, and then rolling out a program to help them do that,” Stine says. “But it also illustrates how we are never content to just roll out a program,” he adds. “We use customer feedback and the insights we can gain through our real-world CNRG retail lab to continually improve a program. We were able to test different sets and signage in different stores, and then measure the results. We also got feedback from store managers on the elements of the marketing and merchandising kits, and modified things.”
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