$ $$ IDEAS THAT WORK & MAKE MONEY $ $ $ $ $

TRENDS FROM AROUND THE WORLD 1.GROW YOUR OWN Still big, but needs adjustment to keep growth 2.OUTDOOR LIVING Move to outdoor room Selling related products 3.HOSPITALITY AND FOOD If done properly, proving profitable Focus is on controlling customers experience

GROWTH AT STODELS 1.GROW YOUR OWN Herbs (12%), vegetables (6%), seeds (16%), fruit trees (32%) + related items (tools 11%, organics 34%) 2.OUTDOOR LIVING Outdoor pots (8%), Furniture (24%), pond equip (80%), Evergreen shrubs (9%) 3.INDOOR PLANT SALES Indoor pots (33%), indoor colour plants (5%), Palms (17%), Mixed bowls (9%) Our top growth areas are:

DISPLAYING POTS

POT MERCHANDISING: POT & PLANT DISPLAYS

RESTAURANTS

OTHER BREAK AWAY DEPARTMENTS Florist Farmers Market Food Hall Kiddies Area

STODELS e -Marketing Stodels Garden Club Monthly Newsletter Facebook Website Text Messages

Benefits: 5% Back on all Products Monthly Free Gift Free Gift in Birthday month Free Monthly Newsletter Monthly Specials Advanced Notice via Text on Special Promotions No Joining or Membership Fees Stodels Garden Club 35,000 Active Members

STODELS e -Newsletter 18,200 sent out each month Includes: Gardening Advice Free Gift Club Card Members Specials New products What to do now in your Garden Events at Stodels Big focus on helping customers garden successfully

Facebook Page 2,293 “Fans” Started in November 2010 Objective is to create a gardening community Very interactive Has become main channel for customers to ask gardening questions Takes about 30 minutes a day at most Very little training needed

Website 373,542 Page Clicks a month 6,782 Unique Visitors a month Average time of minutes per visitor Website consists of about 360 pages Very little garden centre marketing Gardening advice is the biggest focus

TEXT MESSAGE Stodels going mad? Pansies 6 pack at a ridiculous low price of R7.95 and Compost 30dm at R New stock arriving daily at a Stodels near you Stodels is celebrating Arbor Day with plants less 30%. Clivias at R19.95,Vygies at R Come & visit a Stodels store near you. Stodel is in FULL BLOOM. Plant NOW for a colourful garden. Loads of specials. Eg. Petunia 6pk R7.95 R10.95, at a Stodels near you. Sent out a maximum of 8 times a year Text messaging deals biggest reason why people belong to the garden club

Advertising Cycle WEEK ONEWEEK TWOWEEK THREE

Advertising Cycle Radio Text Message WEEK ONE Stodels Annual Plant sale now on. Ten Thousand Plants, huge variety on sale, Veggies R8.95, Herbs R8.95, Roses less 50% and many more. Newspaper small advert Newsletter

Advertising Cycle WEEK TWO FACEBOOK

Advertising Cycle WEEK THREE

Customer Survey

OBJECTIVE Invited 16,843 people to take part in the survey. Got a 16% response with 2,704 people responding. Received 1,149 (49%) personal comments – all responses are personally responded by Nick. Customers often express their surprise that the MD responded personally All negative feedback is taken seriously and followed up asap. Insight into customers Make customers part of our business

Do you visit other Garden Centres? AnswerCountPercentage Yes % No %

What percentage of your Gardening products do you buy from Stodels? AnswerCountPercentage Less than 30% % 30-45% % 45-60% % 60-75% % 75-90% % More than 90% %

Where did you hear about us? AnswerCountPercentage Newspaper % Radio953.51% Newsletter % Friends %

Which top 3 areas of Gardening interests you the most? AnswerCountPercentage Container Gardening % Grow Your own Herbs &Vegetables % Indoor Plants702.59% Decor511.89% Roses % Indigenous Gardening % Colourful Flower Beds % Minimalistic Planting190.70% Low Maintenance % Waterwise Gardening %

What is your attitude towards waterwise Gardening? AnswerCountPercentage I only look for waterwise plants % I try to find waterwise plants if I can % Waterwise plants are not important to me %

Customer Comments I love the newsletter as it is but more info is always welcome. Personally I’m not very good with plant names and would maybe love to see pictures of the plants included in the newsletter. I also get so confused as to which fertiliser to use, if you can mention again which fertiliser to use when that will always help. How to care for plants when planted in containers and if these plants are suitable for containers. Any info regarding sustainable gardening is always appreciated and very informative, thus giving many ideas. Perhaps some coverage e.g. Photos of gardens within in the area. I enjoy receiving the newsletter every month. It is very informative and I always enjoy visiting your store. More on tips of every aspect of gardening from basic gardening through to growing from seed (the best results) to vegetable growing and also which isn’t often seen. Fruit Trees... The best fruit trees in coastal areas

IGCA Germany Congress Cologne 2012 August 26-31, 2012, Bonn Germany

October 6-11, 2013, Melbourne Australia IGCA Australia, Melbourne 2013

THANK YOU NICK STODEL