Calloway's Nursery Social Media

Marketing Plants and GardeningUsing Social Media as Part of a MIX Kimberly Bird VP, Retail Marketing Calloway’s Nursery, Inc.

Buy some product Put product in the stores Put product in the stores Promote the product Promote the product Inform the store teams Customers come to the stores Plan the customer experience Inform the store teams Buy and present product Refocusing an approach Culture shifts to focus on the customer throughout the business.

Traditional Organizational Structures Communications Worker Bees Customers

The Evolution of the Team Real Estate Professional Services Universities Operations/ Customer Service DFW Merchandising Product Vendors Houston Customer Impacts Support Services Seed Companies Administration Growers Marketing Community Organizations ,[object Object]

ArboretumsAdvertising Partners Management Media Contacts

Closing the E Gap Expectation Experience

Closing the E Gap Experience EQUALS or SURPASSES Expectation

Marketing ,[object Object],Customers – in-store visits, traditional advertising, in-store interactions, communities, creating communities and managing customer relationships

Marketing ,[object Object],Customers – panels, surveys, events, clinics, speakers, garden club membership

Marketing ,[object Object],Customers

Marketing Employees – plan for communications, surveys, training, internships, project teams collaboration

Marketing Target, refine and improve execution ,[object Object]

Packaging based on customer needs

Internal alignment to better leverage our position

Advertising - targeted and mass

Advertising co-op partnerships

Public relations – media kits, pitches, electronic

Build customer focused communities

Sales and service training,[object Object]

Ongoing training – customer service product knowledge seasonal programs garden trends design receiver certification forklift driver certification

Operations/Customer Service ,[object Object]

Nursery certification program – 1 of 4 team members is certified ,[object Object],Spring 08 Customer Panel

Experience Customers impressions of Calloway’s . . . It’s not just about the merchandise . . . It’s not just about the advertising . . . It’s not just about the in-store operations . . . It’s the customer experience. Delivering on the promise. Close the E Gap!

The Refining Interactions Getting Urban Dwellers To Fall In Love with Nature Collaborative Integrated Planning FIT Operations/ Customer Service FIT Merchandising Marketing ,[object Object]

More customer-focused product information

Increase lead times providing information – for training, marketing, special set up.

Linking store presentations, signage to themes that connect to customer needs or desires

Integrating products and product information into customer-driven garden information and promos that add value – for the customer

Customer service training,[object Object]

Focus Customer Experience Plan

Understand Your Customer and Connect!

Where We Were – Where We’re Going For the customer:

Where We Were – Where We’re Going

The Vision of Our Customer’s Experience The customer shopping experience at our stores provides customers with: ,[object Object]

Garden solutions are easy to find

Garden information is easy to understand

Calloway's Nursery Social Media

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Calloway's Nursery Social Media