Excerpt from GreenProfit: Interview with Marco Orlandelli

On the pages of GreenProfit, Jennifer Polanz interviewed Marco Orlandelli, CEO of the Orlandelli Group (a company with Italian roots in Mantua and a US headquarters in Ohio). Below you will find the complete and detailed text of his answers regarding layouts, benches, and merchandising techniques.

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Q: What are some of the recommendations for garden centers looking for a refresh or a new look for live goods sales areas?

Periodically renew: If the store hasn't changed its layout or fixtures in over 10 years, it's time to do so. Customers notice whether a store evolves or stays static.
Fluid and natural pathway: Avoid rigid supermarket-style aisles. Provide a clear primary flow (loop layout) with no dead ends, enriched with focal points, display corners, and seasonal elements.
Play with heights: Displaying everything at the same level makes the area feel "flat." Combining benches, pods, and vertical elements creates rhythm and guides the eye.

Q: What should retailers look for to ensure high-quality and durable retail displays?

Material durability: Outdoor areas and cold greenhouses require materials that withstand water, UV rays, and thermal stress. Aluminum is ideal (clean, durable, easy to wash); high-quality plastic trays must withstand continuous wear and water contact.
Water management: Quality displays protect the plant. Benches with subirrigation systems (ebb-and-flow trays and valves) keep plants hydrated and the sales area clean.
Indoor atmosphere: In indoor areas, warmth and elegance matter. Wood structures combined with black metal transform the department into a boutique setting.

Q: Are there add-ons or strategies that can easily boost sales?

Layout-driven cross-selling: Create logical purchasing sequences (e.g., plant → pot → soil → fertilizer). The goal is to help the customer complete their project.

Strategic points:

End caps: High-visibility areas ideal for promotions, new arrivals, or impulse buys.

Raised displays: Highlight and add value to individual products.

Checkout area: Ideal spot for small impulse items (gloves, seeds, mini plants).

Signage and tools: Clear pricing and info speed up decisions. Large-capacity carts and baskets encourage higher purchase volumes.

Q: How important are mobile displays and what are their benefits?

Flexibility and dynamism: The floriculture sector is constantly changing. Mobile displays allow you to revamp layouts seasonally, simplify cleaning, and refresh the entrance impression so the store never feels predictable.

Q: What are the most common problems reported by retailers and their solutions?

"Flat" display: Resolved by varying heights (benches, shelving, pods, vertical elements).
Half-empty tables: Make merchandise look old. Resolved through daily merchandising discipline, restocking, and consolidating products.
Messy water management: Resolved by adopting subirrigation ebb-and-flow systems.
Uncertainty on where to start a redesign: Resolved by starting with a basic layout plan (a "white paper") to guide step-by-step improvements.

Q: What highlights or innovations are you featuring for Spring 2027?

Focus on interiors and lifestyle: Customers look for inspiration on how plants enhance the home. Highlighting the AMOR line (brushed wood and black metal) for a boutique indoor look.
Service and packaging: Focus on post-purchase services with Mara Verbena professional gift-wrapping stations, designed to deliver a premium service that sets garden centers apart from big-box retailers.

Q: Is there anything else to emphasize regarding displays?

Integrated strategy: Fixtures shouldn't be selected individually. Aluminum goes outdoors for maximum longevity; wood indoors to build ambiance.
Hot and cold zones: High-margin products and new items belong in high-traffic (hot) zones; destination items (soils, fertilizers) should be placed deeper to draw traffic throughout the entire store.
Importance of planning: A simple basic layout plan is the best starting point to understand customer movement, first impressions, and how to drive higher value.