How my clients Kelkay have ‘changed the landscape’ and made aggregate point of sale accessible and easy to shop

The team at Kelkay are reporting notable successes at one of their top customers, Poplars Garden Centre in Toddington this season. Alastair Jackson, General Manager at Poplars has been trading with Kelkay since the day they were formed, and he has fully embraced the new branding, packaging and merchandising approach that was launched for this season.

“For us the key benefit of working with Kelkay is the way they have made a difficult, dirty, heavy product so easy to merchandise. The revolution was the way they have sorted out the pallet and great point of sale that goes with it. It’s so much easier for us to get the product in place, keep it stocked and make it look attractive and engaging for our customers” said Alastair.

For the 2017 season Kelkay introduced refreshed brand and packaging for the entire range of aggregates together with new merchandising and point of sale. One of the recurring challenges for retailers has been the tendency for consumers to rip open bags to get a better look at the colour and texture of the product. This made the landscape areas of the centres look untidy and resulted in significant wastage in damaged packs. To answer this, Kelkay developed the “touch & feel” merchandising concept that provides an easy, clean and convenient way of presenting the product to the consumer. It’s been a great success with more than 5000 units shipped to Kelkay stockists this spring.

   

The innovative “see it used” display concepts have also been widely adopted and put to very effective use in Poplars. Colin Goodhand, Shop Manager commented “Our consumer has changed over the 18 years I’ve been working in the industry and they are a lot less well informed about how to tackle garden landscape projects. They really need to be shown what to use and how to get a great result.  Kelkay merchandising and POS has really helped us build effective and inspiring displays. Typically, an average spend on the category will be less than £20 – most consumers want to achieve instant results on a modest scale – which means products like stepping stones and bags of decorative slate are frequently in our top seller list.”

In light of these changing consumer habits, the Poplars team were asked if hard landscaping is still as an important part of the garden centre trade and both Alastair and Colin were unequivocal. “After all, Kelkay is now in our top 5 suppliers list by value which clearly demonstrates how this category remains absolutely key to our successful business growth.”

It’s been a mission of Antony Harker, Managing Director Kelkay, to make hard landscaping a focal area of garden centre merchandising, and help centres develop the outside retail space into an inspirational and compelling space for consumers. Judged by the success in Poplars and many other Kelkay retail customers this season, he is well on the way to achieving his goal.