Tong Garden Centre in Bradford has seen an impressive increase in water feature sales after making them a focal point in the store with help from AMES UK and Kelkay's Easy Fountain range.
“Our water feature sales have increased in value by 24% year on year. In the same period last year we had sold 66 water features. This year we have sold 92,” said Sharon McNair at Tong.
Presented with the opportunity to make water features a focal point in the centre, the Kelkay team designed and built a unique octagonal island that provides discreet themed areas demonstrating three very different garden styles.
The commitment Tong Garden Centre made to range and stock levels allowed Kelkay, in partnership with the store, to create this unique merchandising concept.
Sharon added: “We felt that there was an opportunity to make a high impact display the real focal point for the entrance to the centre. Kelkay have been instrumental in driving the total category growth with the widest range of styles and price points.
“They also have the merchandising expertise and point of sale material to make the category work really hard for us.”
Tong’s top five sellers by volume are:
- Como Springs (pictured right)
- Azure Columns
- Woodland Twist
- Otters Element
- Otter Pools
“As regards trends we do tend to find our customers are quite traditional and some of the more contemporary pieces can be slower,” said Sharon.
““Como Springs has been Tong’s best seller for the last three years and this is echoed across the market, where naturally styled products still lead the pack. With shoppers always on the look out for something new and contemporary garden trends increasingly influencing garden décor, furniture and outdoor living categories, Kelkay are keen to demonstrate they’re moving with the times.”
“Customers really like the display and the depth of range that we have. The display at the entrance tends to stop people as they walk in and gets people thinking about a water feature as an addition to their garden even if they hadn’t come in specifically with that in mind.
“We are really pleased with how sales are performing. Kelkay have given us a lot of support with stands and point of sale and in return we have given the product a great location near the entrance to the store.
“We have a member of the team who is also very passionate about the product and great with customers which also helps massively as well.”
If you are interested in the Kelkay Easy Fountain display opportunities from AMES UK email firstname.lastname@example.org, call 01405 869333 or visit www.kelkay.com