Retail Merchandiser - March/April 2016 - 33


"Products considered for licensing
must be unique, innovative and truly
able to drive growth for the category,"
Yoselevitz says.
"ScottsMiracle-Gro has no intention
to brand products that don't deliver
unique value to consumers or that
won't deliver category growth to retailers," adds Neilson.
Yoselevitz points out that it is also
a challenge ensuring that the licensed
products get in front of both retailers
and consumers.
"One of the ways ScottsMiracle-Gro
is helping drive awareness is through
unique in-store displays and signage.
These tactics are an added benefit and
help educate and direct shoppers when
they are at shelf; it also helps reduce
shelf walkaway by demystifying some
of the more complex categories," Neilson notes.
He says ScottsMiracle-Gro wants
to ensure consumers buy the right tool
for their specific job. That way, they are
pleased with the performance of that
particular product and actually enjoy
the task they are performing at home.
A perfect example of this can be
seen through ScottsMiracle-Gro's
partnership with Westchester Protective Gear in the gloves category.
Through innovative way-finding
signage, Scotts® and Miracle-Gro®-branded gloves are separated
into categories for men, women and
children, along with signage that illustrates each glove's specific function so
as to eliminate confusion.
"Many people don't realize that
different projects may call for differ-

West Chester
Protective Gear
West Chester is a leading supplier of work
and garden gloves. We are a one-stop shop
for retailers seeking high-turn, high-profit
programs. We are a proud licensee of iconic
brands: Scotts, Miracle-Gro, Realtree, Gas
Monkey Garage, and John Deere.

For Kids

Miracle-Gro® Kids kits were launched
with Horizon Group, an industry leader in
crafting and kids' growing kits. With these
kits, kids can take an indoor greenhouse
and paint and decorate the unit, along
with planting seeds and watching them
grow over time.
"These kits offer instant gratification
through creating and decorating, while
allowing long-term fun in watching
something grow and develop," Neilson
says. "This allows kids to have quality
time with their parents as they learn
and play together."

"

We want to
ensure we are
working with
companies who
care about the
result as much
as we do.

"

ent, unique gloves," Yoselevitz says. "If
we can bring clarity to the category
through education and help consumers
find what they truly need, then we've
accomplished our goal. And for the
retailers, this is of great value because
now you've incentivized consumers to
not only trade up but potentially add
to their basket by identifying they may
need two different sets of gloves for
different projects."
"If we can help consumers and drive
category growth for retailers, we've
succeeded," Neilson adds.

Lifestyle Brand
Over the course of the next year,
ScottsMiracle-Gro's key licensing
initiatives will expand to include more
lifestyle options. The company says
March/April 2016

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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
Retail Merchandiser - March/April 2016 - 5
Retail Merchandiser - March/April 2016 - 6
Retail Merchandiser - March/April 2016 - 7
Retail Merchandiser - March/April 2016 - 8
Retail Merchandiser - March/April 2016 - 9
Retail Merchandiser - March/April 2016 - 10
Retail Merchandiser - March/April 2016 - 11
Retail Merchandiser - March/April 2016 - 12
Retail Merchandiser - March/April 2016 - 13
Retail Merchandiser - March/April 2016 - 14
Retail Merchandiser - March/April 2016 - 15
Retail Merchandiser - March/April 2016 - 16
Retail Merchandiser - March/April 2016 - 17
Retail Merchandiser - March/April 2016 - 18
Retail Merchandiser - March/April 2016 - 19
Retail Merchandiser - March/April 2016 - 20
Retail Merchandiser - March/April 2016 - 21
Retail Merchandiser - March/April 2016 - 22
Retail Merchandiser - March/April 2016 - 23
Retail Merchandiser - March/April 2016 - 24
Retail Merchandiser - March/April 2016 - 25
Retail Merchandiser - March/April 2016 - 26
Retail Merchandiser - March/April 2016 - 27
Retail Merchandiser - March/April 2016 - 28
Retail Merchandiser - March/April 2016 - 29
Retail Merchandiser - March/April 2016 - 30
Retail Merchandiser - March/April 2016 - 31
Retail Merchandiser - March/April 2016 - 32
Retail Merchandiser - March/April 2016 - 33
Retail Merchandiser - March/April 2016 - 34
Retail Merchandiser - March/April 2016 - 35
Retail Merchandiser - March/April 2016 - 36
Retail Merchandiser - March/April 2016 - 37
Retail Merchandiser - March/April 2016 - 38
Retail Merchandiser - March/April 2016 - 39
Retail Merchandiser - March/April 2016 - 40
Retail Merchandiser - March/April 2016 - 41
Retail Merchandiser - March/April 2016 - 42
Retail Merchandiser - March/April 2016 - 43
Retail Merchandiser - March/April 2016 - 44
Retail Merchandiser - March/April 2016 - 45
Retail Merchandiser - March/April 2016 - 46
Retail Merchandiser - March/April 2016 - 47
Retail Merchandiser - March/April 2016 - 48
Retail Merchandiser - March/April 2016 - 49
Retail Merchandiser - March/April 2016 - 50
Retail Merchandiser - March/April 2016 - 51
Retail Merchandiser - March/April 2016 - 52
Retail Merchandiser - March/April 2016 - 53
Retail Merchandiser - March/April 2016 - 54
Retail Merchandiser - March/April 2016 - 55
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Retail Merchandiser - March/April 2016 - 62
Retail Merchandiser - March/April 2016 - 63
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Retail Merchandiser - March/April 2016 - 79
Retail Merchandiser - March/April 2016 - 80
Retail Merchandiser - March/April 2016 - Cover3
Retail Merchandiser - March/April 2016 - Cover4
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