Retail Merchandiser - March/April 2016 - 34


COVER STORY
ScottsMiracle-Gro uses unique
in-store displays and signage to drive
awareness of its new products and
educate customers.

that consumers have a real emotional connection when it
comes to their lawns and gardens. The goal is to allow gardeners to bring all of the joy and emotion of their outdoor
living area inside to be enjoyed year-round.
As part of this initiative, ScottsMiracle-Gro has enlisted
Langley Empire to develop Miracle-Gro®-branded candles that can bring the ambiance and scents of the garden
indoors, especially in regions that have to endure cold and
snowy winter months for extended periods of time.
"ScottsMiracle-Gro is coming up on its 150th anniversary,
so that's 150 years' worth of goodwill and equity built around
our products," Neilson says. "We strongly believe that our
consumers have given us permission to help them enjoy the
lawn and garden lifestyle exemplified by our brands."

Out in Front

Plant Accessories

A common product bought in conjunction with Miracle-Gro®
plant food products are plant support accessories like bamboo
poles, support stems and ties, among others. ScottsMiracle-Gro
recognized that their brand could greatly improve the consumer
experience in this category and drive category growth.
"We recognized that consumers buying our core products were
also purchasing plant support accessories, but that this was a
category causing a lot of consumer confusion," Neilson explains.
"It was historically poorly merchandised and led to frustration at
point of purchase with consumers walking away without the items
they really needed for their project to be successful.
"If we could help bring some level of education to highlight
products, along with better merchandising, we felt this delivered
something consumers were in great need of," he says. "It's
worked. Many top retailers have transitioned their program to the
Miracle-Gro® program. It's a true testament to the ScottsMiracle-Gro
brands and its licensing strategy."

34

RETAIL-MERCHANDISER.COM

March/April 2016

ScottsMiracle-Gro's licensing program continues to grow
year over year. Neilson says the company will continue to
be proactive in its licensing endeavors and does not intend
to be opportunistic or reactive.
The licensing program will be in full display at this
year's National Hardware Show in Las Vegas, taking place
May 4-6 at the Las Vegas Convention Center. All current
licensed products and licensees will be featured prominently in a dedicated ScottsMiracle-Gro Licensing Program
booth directly adjacent to ScottsMiracle-Gro's main
presentation space. This event is a great opportunity for
ScottsMiracle-Gro to get its products in front of an even
larger audience. After all, this is one of the few chances
they will get to have all of the larger retailers, as well as the
key independent hardware and garden center owners to
review its offerings.
"The independent retailers have been very supportive of
our program so far," Neilson says. "And the National Hardware Show affords us the opportunity to speak with many
local retailers and get vital feedback about what's really
working and what isn't. We're receptive to constructive criticism to see what retailers are hearing from their consumers. They have tremendous insight and we can leverage that
to make the program better."
Aside from the National Hardware Show, ScottsMiracle-Gro regularly meets with its licensees through licensing
summits at the company's headquarters in Marysville,
Ohio, to evaluate the synergy between products and how to
best merchandise products, possible promotions and best
practices at line reviews.
"From a company standpoint, my overarching responsibility is to drive and enhance the equity of our brands
while remaining that 'trusted friend' to our consumers,"
Neilson says. "ScottsMiracle-Gro wants to ensure we are
delivering simplicity and success for our consumers." O


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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
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