She, She, She

The 2008 GCA Holiday Tour (Pennsylvania/Washington D.C.) started bright and early Tuesday morning. With a room full of groggy faces, and plates full of bacon and eggs, Greg Lehmkuhl, creative director of Urban Outfitters/Terrain at Styer's, talked about the new-garden-center-on-the-block’s target, their ideal customer: an affluent, trendy female in her forties and fifties. 

He referred to her as “she” more than a number of times.     

The whole time I was thinking, well, what about me? I’m 26, male and a fan of Urban Outfitters. What about marketing to the next wave of would-be gardeners? I’ve heard a mixed bag of impressions Terrain’s left on its visitors and I’m looking forward to seeing if Terrain lives up to any of the hype they’ve received. It’s our second stop on the first full day of the GCA Holiday Tour.   

For the rest of Terrain’s morning breakfast presentation, Greg explained his take on redeveloping a dated garden center and also a few things he’s implemented that help set Terrain apart from everyone else in the industry.   

Here are a few things he wanted us to think about and also look for during our visit to Terrain: 

1. Use chalkboards, handwritten signs. They’re easy to update and they can help explain products. Greg went on to say, if you buy a wacky or expensive product, use simple signage to “explain to your customers why you bought it. Don’t assume they know.” 

2. Use stencils for branding. Terrain’s name is tagged throughout the grounds with a stencil and some bright colored paint. On mailboxes, benches, screens…it creatively burns your brand into your customer’s memory. 

3. You don’t always have to use the fixtures manufacturers send you. For Terrain, most POP isn’t cohesive with their style. Sometimes it won’t mesh well with your store either and that’s okay. 

4. Along with the property, always update your Web site. Terrain updates at least once a week. Like products in the store, the same can be said for your site—customers need a new reason to come back.