Calloway's ECGC Introduction Presentation Final

Calloway’s Nursery Presented by: Jim Estill CEO and President

Calloway’s Nursery ,[object Object]

Texas – Dallas, Fort Worth and Houston

4 new stores in the past two years (including one rebuild) ,[object Object]

Merchandising Approach ,[object Object]

Investing in building knowledge and skills.

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 our approach Continue to shift the company culture to focus on the customer throughout the business.

Calloway’s Vision Calloway’s courts Texas urban dwellers by beckoning them to: fall in love with nature; escape to a peaceful haven filled with beautiful things; and enjoy an inspirational resource for premium plants, garden and seasonal goods, expert advice and fresh ideas. Calloway’s Mission Cultivate a sustainable and growing business aimed at providing a uniquely superior shopping experience that bonds customers to Calloway’s by allowing them to: ,[object Object]

Soak in the most beautiful selection of colorful, fragrant and fresh garden plants and goods available in the market

Enjoy unique themes, events, clinics and special garden club benefits

Create natural environments of their choosing in their personal spaces,[object Object]

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

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

Blocks of Color Use like color pots of various sizes and simple color blocks of plants to create high impact displays. Vary the shapes and heights within the color blocks. Add interest with complimentary product.

Calloway’s Customer Experience Approach ,[object Object]

Advertising tied to customer experiences (i.e. promotions and events),[object Object]

Cool Summer Gardens 2010 Summer Display

Initiatives and Measurement ,[object Object],Significant community and PR awareness, most significant spike in traffic, multiple week sales increases. PR Awareness Decoratin’ Parlor Farmer’s Market Picture Takin’ Place

Calloway's ECGC Introduction Presentation Final

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Calloway's ECGC Introduction Presentation Final