As retailers get ready to give Christmas 2018 their all, GiftsandHome.net asked Ben Thompson, director of Garsons – which has outlets in Esher and Titchfield – how the award winning garden centre is approaching the festive season.
When do you start putting in your Christmas ranges?
“Christmas is available bit by bit, becoming complete and fully detailed on the shop floor this Friday, October 19.”
What do you see as your strongest sectors this year?
“Giftware, including home, is going from strength to strength. Alongside this, toys and children’s categories are continuing to grow, with new trends, product ranges and trusted quality brands underpinning this.”
How will you be upping the ante in terms of merchandising?
“The festive Christmas departments have greater detail, display standards and merchandising every year.”
Do you send customers printed material about what’s in store giftwise?
“Yes. Marketing send all 30,000 Garsons card members a 32 page Garsons Christmas brochure, along with some good offers and event invitations.”
In the run-up to Christmas, will you be doing any special promotions to drive footfall?
“Once again, marketing will welcome a pair of real reindeer who live here on the farm at Esher for the four weeks leading up to Christmas. We will also be holding members evenings in December, where customers will receive 10% off their purchases and free prosecco. It all helps to drive both the right quantity and quality of customers. Additionally, the Farm Shop at the Esher branch will be hosting a Christmas Food Market which also boosts sales and footfall.”
What role will social media play?
“Social media posts, email newsletters to data base and our website will all be pushing key messages.”
Top: Garsons in Esher.
