Suttons is to roll out new-look seed stand displays and expand its field merchandising and sales team as part of a renewed commitment to its retail channel.
The company says it will continue its partnership ethos of not discounting seeds in its direct to customer channel (online and mail order).
“We believe in investing and building good relationships with our retail outlets where we don't undercut our partners instore offer,” explained Hilary Mabbutt, Suttons’ sales and marketing director. “Our continued brand building activity for Suttons as a whole in both retail and direct channels will secure a future year full of opportunity for excellent growth in seed sales.”
Suttons pledge to never discount seed through its direct to consumer online channel continues into its fourth consecutive year.
“I am always surprised at the amount of competitor emails I receive that are offering discounts, and sale on current ranges and even encourage customers to ‘buy now’ at discounted prices at as little as £1 a pack for the future season,” Mabbutt added. “We want to give our customers peace of mind that we don’t run any discounted promotions that can jeopardise the retailer’s business.”
Suttons focuses on ‘added value’ only to its online customers in any seed offer.
As a result of choosing not to continue to supply B&Q with seed ranges last year, Suttons says it has maximised merchandising and put its well-trained team directly back into the independent and group sector. The company boasts a very fast replenishment service.
Following feedback from customers, the new-look stands for 2020 see the retail range become easier to shop, while retaining the familiar A-Z format. New headers direct the customer to the stands, with side wings, that frame the total offer and provide a stand-out 3D approach.
New ranges added to the A-Z collection include H is for… Houseplants featuring seven varieties and P is for… Prairie – six varieties designed to emphasise ‘relaxed natural planting’
Fifty new varieties have been added across flower, vegetable and pea and bean.
A new collection James Wong collection is all about well-being, self-sufficient gardening and natural remedies.
There is also a new stand designed for locations such as next to a restaurant, or even within a cookshop.
