Much has been said about the all-new AMES Tools brand since its launch at Glee 2023. With its one-of-a-kind design features, comprehensive range options and a choice of carbon or stainless-steel, this is a tool brand that has been carefully curated for all gardeners and has garnered a positive response from all corners of the garden retail sector.

Now, as the spring season fast approaches, the AMES Companies merchandising teams are busy installing dedicated product displays in hundreds of garden centres across the country; the first of which is Selby Garden Centre. Here, Merchandising Manager, Brian Cobb, tells us more about this exciting milestone for the tool brand.

AMES Tools delivered direct to store

Arriving in convoy, the AMES Companies merchandising team deliver AMES Tools direct to store. Once there, they work closely with the store’s sales managers and garden centre staff to get to know the space and provide the best solution to, not just fit the space, but to also draw attention from across the retail store.

With dedicated teams in place, most stores will see the same merchandisers several times throughout the season. This means relationships can be forged, whilst the team are able to continually familiarise themselves with the space, often anticipating layout and display needs ahead of time and making expert recommendations.

Revamping the tool space

At Selby Garden Centre, on the day of delivery, the space was made ready and the store’s manager, Claire Turton, joined the team to witness the construction of the new tool display from start to finish.

Prior to stock arriving onsite, a dedicated space was earmarked for the AMES Tools display, allowing the team to get to work straight away. The strength of the AMES team lies in its ability to bring a mix of creativity and construction expertise. This means they don’t just build the display unit there in the store, but using their keen eye, add the right stock combinations and perfect the layout for the best possible shopping experience.

From the four display solutions available – modular back wall, hanging display, freestanding island and promotional FDSU – Selby Garden Centre decided upon the back wall option, which can extend between one or two metres. Featuring sleek black fixtures, built-in spotlights and backlit header panel, the AMES branding stands proud amongst it all, allowing it to really ‘speak’ to shoppers.   

Why do retailers love AMES Tools?

Whilst watching the installation, Brian was able to grab some time with Selby Garden Centre’s Claire Turton to find out more about her initial thoughts regarding the centre’s newest tool offering.

“I was excited when I first saw the AMES Tools offering, as it offered great pre-season deals, but more than this, I also recognised the difference that it was bringing to market, as well as the quality of the product.

“I am really impressed by the display that has been created. It’s extremely eye-catching and clearly explains the products to customers. I also love the QR code that sends customers from the label to the website to learn more. It’s a fantastic idea that I am sure will increase sales and consumer confidence.”

Standout features and USPs

Claire also mentioned that the AMES Tools range covers everything the garden centre needs to offer customers.  She added: “The carbon range is a great point of difference compared to other ranges currently on the market today.  The quality shines through and there are many different features creating unique selling points.”

Find out more

To stay updated with all things AMES Tools, including accessing the dedicated trade portal where you will find a comprehensive image library, POS guide and Product Database alongside the 2024 catalogue, please visit www.ames-tools.co.uk. Further details about the AMES Companies by visiting www.ames-uk.com