Are You an Experience Maker?

by Danny Summers

Unless you are totally new to GROUPtalk (joining the last week or so) or maybe GROUPtalk has been directed into your SPAM folder the past 5+ months, you know Becoming The Experience Maker has been a major subject for us this year.

We first introduced the subject by promoting Dan Gingiss to be our keynote presenter at The Fall Event 2025. That was back in May. You have had the opportunity to see and hear Dan three times over the past month. Two times at The Fall Event 2025.

Unexpected Service

by Danny Summers

Once in a while, we experience Unexpected Service. Those moments when service goes above and beyond what's expected, leaving a memorable and positive impression. It's those little extras or thoughtful gestures that surprise and delight us, creating a connection beyond just a meal or a transaction.

The idea for this message came from two recent and very different restaurant experiences. One, a traditional restaurant, and believe it or not, one a fast food drive-thru.

Becoming The Experience Maker

by Danny Summers

I did not come up with the title of this message myself. Becoming the Experience Maker is the title of Dan Gingiss' new book, which is the 2nd edition of his award-winning book, The Experience Maker, originally published in 2022. Dan says...

"In today’s competitive retail environment, Garden Centers can no longer rely on price or product alone to stand out – customers have more choices than ever. So, how can your business cultivate long-term loyalty and turn shoppers into passionate advocates? The answer is Customer Experience."

What If... We Could Seize Every Opportunity?

by Danny Summers

What if... you could seize every opportunity to welcome every person who walked through your gates or through your doors? (I'm not talking about a used-car salesman approach here, but a welcome to our house type greeting.)

What if... we were coming to your home for a special meal or function? The idea of welcoming everyone would certainly be what you would do and what we would expect, right?

Delivering an Exceptional Customer Experience - Part 7

by John Kennedy

Dealing with Difficult Customers

With the four expectations of our customers established (a perfect product, delivered in a timely way, by caring friendly people, with world-class problem solving), let’s focus on the last one—world-class problem solving.

What You Know Can Be Priceless

by Danny Summers

If you saw John Kennedy's blog message* last week here in GROUPtalk (Delivering an Exceptional Customer Experience - Part 6), and if you followed the link to the full blog story version and watched John share his thoughts, you saw him refer to "Keeping Your Customer." He actually had details relating to each of the 4 letters in the word Keep.

His idea around the first letter "K" was about "Knowing Your Customer." This got me thinking... how much do Garden Centers know about the customer?

Delivering an Exceptional Customer Experience - Part 5

by John Kennedy

Delivering an Exceptional Customer Experience - Part 5

by John Kennedy

Consistency is Key
Continuing with "Delivering an Exceptional and Consistent Customer Experience,” John picks up where he left off with the importance of “consistency.”  In fact, consistency is key to a sensational customer experience.

The session also addresses the top reasons customer leave your business, the insanity of 4% of your revenue being invested in marketing,  yet a small fraction, if any,  being invested in training your employees on what you are promising, and finally understanding the four basic expectations of your customers.

Delivering an Exceptional Customer Experience - Part 4

by John Kennedy

The Hampton Inn of IGC’s!

The word CUSTOMER has two 2-letter words that mean everything in delivering an exceptional and consistent customer experience.  Your team will learn why they both matter when it comes to the customer and learn how not to be a “Gwen!”

Delivering an Exceptional Customer Experience - Part 3

by John Kennedy

The Four Reasons Customers Buy

In this video, your team will learn the difference between having an “A-Team” or the “F-Troup” of customer experience. Does the journey of your customer, at every single touch point, align to your brand identity, support your brand strategy, and deliver on your brand promise?”

Delivering an Exceptional Customer Experience - Part 1

by John Kennedy

Part 1 - Introduction: Setting the Table for Success

As Danny mentioned a few weeks back, the Starbucks story was built upon a hyper-focus on the customer experience. The idea of dusting off this video series from Member Clicks and reintroducing it (or introducing it to new folks) would be a great chance to “sharpen the saw” for your training and development goals during the summer.

Focus on the Customer!

by Danny Summers

This story begins as a little coffee shop opened in 1971 in Seattle's Pike Place Market. The story actually began when three students met a few years earlier at the University of San Francisco. The three classmates were Jerry Baldwin, Zev Siegl, and Gordon Bowker. They were all interested in the coffee business. Maybe it had something to do with long hours studying and coffee helping to keep their eyes open. Following their common interest, they visited a little coffee shop across the bay in Berkley which had opened a few years before.

The Berkley shop the three students visited was owned by Alfred Peet, born in the Netherlands, who "cut his teeth" in the coffee industry in his homeland, caring for the roasting and grinding machinery at the small coffee company his father owned, the B. Koorn & Company, located in Alkmaar, Holland.

The Natural Connection

by Danny Summers

If you have been with us in The Group for some time I'm sure you think I am heading into either The Nature Fix or Emotional Marketing areas, shared in recent years.

The idea actually came from a totally outside source, but our two major programs have left their marks on my thinking. I guess you could call this a hybrid message. Or simply... an outside message with internal influence or flavor!

How Will You Know?

by Danny Summers

These are your customers or guests in the coming weeks.

How will you know... what they are thinking?

Designing the Customer Experience

by Danny Summers

Here's an important question... Are you Designing Your Customer's Experience?

Service Please!

by Danny Summers

Sir Winston Churchill once said, "We make a living by what we get. We make a life by what we give."

This simply yet powerful statement emphasizes the importance of serving. Whether serving our family, our faith, our community, our country, or each and every person we see each day, the act of serving has great value. This also relates to every Guest that enters your Center. On May 2 of this year you may remember a message I shared titled "At Your Service". In that message, I said there is one thing you and your Team can do to begin... (Ok, actually 3 things)

Report Card Grade: Not Yet!

by Danny Summers

At first glance, you might think I am referring to Spring 2022 performance numbers and this title very well could be used to describe the late spring arrival and the numbers we are seeing in the Weekly Department Review (WDR). But I want to first ask the question... Have you ever heard of a Report Card Grade of "Not Yet"? I hadn't until a few weeks ago when I found a quote by Dr. Carol Dweck to use in the April 25th edition of GROUPtalk for the Quote of the Week. The quote is:

“The hallmark of successful people is that they are always stretching themselves to learn new things."  ~ Dr. Carol S. Dweck

Dr. Dweck is a renowned psychologist who introduced the world to the term “growth mindset”. She is the author of Mindset, a book that introduced the differences between a Fixed Mindset and a Growth Mindset. As I read more and even watched several presentations of Dr. Dweck's work and her research on having a growth mindset, I realized this is not just for children and their development. It applies to all of us.

Hot Water in the Bathtub

by Danny Summers

I know what you're thinking... What does this have to do with Garden Retailing?

This is a visual illustration of a concept I learned a long time ago. It relates to both balance of sale as well as ways to raise your overall margin percentages.

A Song for Spring

by Danny Summers

Anticipation

No, that's not the song I was thinking about for the title of this article, but that's a great way to begin and one of Karen and my favorites... by Carly Simon.

Growing Numbers

by Danny Summers

We are in a world of Growing Numbers. This beautiful spring photo from Longwood Gardens exemplifies where we are in Garden Retailing today. Each beautiful flower in this photo could easily represent your guests (customers). If we take a minute to think back over the last two years it will reveal this title.

In 2020 Group Centers recorded their largest single-year gains in Total Sales with over +20%, created by a 60/40 split of Transaction Counts and Average Sale. Centers reported seeing upwards of +25% new guests with many or most being young, first-timers to gardening. Overall, the 2020 Annual P&L Study results posted new levels of performance in almost all areas of benchmarking since the P&L Study began in 2004.

Customers or Guests?

by Danny Summers

In sending all Group Centers Owners a reminder for the 2022 Group Mystery Shopper Program this past week, I started thinking about the typical Mystery Shopper and all of your customers.