There aren’t many patio stores that have been open since before the Civil War — and there aren’t many businesses, period, that are in their sixth generation of family ownership.
Hicks Nurseries, in the village of Westbury on Long Island, New York, can say that — and then some. The store, founded in 1853, pioneered the practice of digging up and replanting big trees — some of which are still flourishing on Long Island’s Gold Coast.
It also made pre-dug plants available to customers for the first time, which marked the beginning of how plants are sold today, through all kinds of retail, from garden centers to big box hardware stores to supermarkets.
Stephen Hicks, president, says that these days the store is there for everything a customer would need to live well outdoors, from plants to garden supplies to patio furniture.
And this year, he says he is looking forward to things getting back to normal.
“Coming after three years of uncertainty, challenge and change, we are looking for stability in 2023,” says Hicks. “The supply chain pressures of the recent past are receding, and we expect customer demand to remain stable. In this environment, product mix, quality and merchandising are extremely important.”
Hicks says the biggest challenge facing him is the continual upward pressure of costs in a flat sales environment.
“To improve our sales potential, we will be executing a refresh of our store this summer to give our customers an improved shopping experience,” says Hicks. “We will be refreshing our retail store with upgrades to our layout, lighting, fixtures, signing and customer experience. We are excited to ensure that Hicks Nurseries remains the premier destination on Long Island for our home, garden and landscape products and services.
“On the cost front, we are looking at a number of companywide initiatives to improve efficiency and wring cost out of our system without sacrificing the customer experience.”
How it’s sold
Patricia Rudd, buyer for Hicks Nurseries, says that the store has implemented more special sales for its Hicks Advantage Rewards customers.
“We also merchandise products in new and exciting ways that lets customers visualize how the set can look on their own patio,” says Rudd. “Merchandising is a key element in attracting and engaging customers, and a great sales tactic.”
Rudd says that several factors are considered when choosing what kinds of merchandise to carry.
“Quality of products is always first and foremost in the decision-making when choosing our vendors,” says Rudd. “Having a broad range of product selections to complete the shopping experience for our customers is also key.”
How it’s marketed
Eleni Roselli, director of marketing, says that for the past couple of years, the store has focused its marketing on digital media.
“A significant amount of marketing dollars are invested in SEO, organic and paid, and social media ads,” says Roselli. “Both efforts aim to reach the largest audience possible. This allows us to compete with other online retailers as well as brick-and-mortar stores.”
To target its existing Garden Center customers, Hicks uses its own media assets which include 50,000 email subscribers, its social channels, website and in-store signage.
“Signing promoting our outdoor furniture is strategically placed around the Garden Center to get people from other parts of the store into our Outdoor Living Center, where we house furniture as well as patio umbrellas and outdoor accessories,” says Roselli. “We also utilize QR codes on signing to give people easy access to our online store.”
Hicks Nurseries introduced a curated selection of outdoor furniture to its online offerings in the spring of 2021 — which customers have enthusiastically received.
“Some customers use our online store as a catalog before they come in to make a purchase,” says Roselli. “Others see a set they like in-store, perhaps they’re not ready to buy or undecided, and they end up purchasing it online later, for convenience.”
She adds that the thing that sets them apart from larger furniture stores in the area is that they offer customizable options. Customers can mix and match chairs and tables on dining sets to fit their seating needs — and all of its furniture is in stock and ready for white-glove delivery service.
Additionally, Hicks Nurseries has a lot to offer, all under one roof.
“Hicks Nurseries is the largest, most complete retail garden center on Long Island,” says Hicks. “We have both a retail store and full landscape design-build services. Whatever goals — regardless of size or scope — our customers have for their home, garden and landscape, we can help them achieve them.”
Rudd says Hicks Nurseries sets itself apart from full-line retailers by offering exceptional customer service and a superior product.
“Our merchandising team creates an amazing shopping experience for customers that they won’t find in a full-line retailer,” she says.
Rudd says that full-line retailers going into outdoor means competition — and competition isn’t necessarily a bad thing.
“Good quality furniture along with great customer service sets us apart from the competitors who may offer inferior product,” says Rudd. “Customers always return to where they receive the best products and service.”
Any advice for struggling casual retailers?
“Sell only quality outdoor furniture and keep your prices competitive and fair,” says Rudd. “Make sure that your staff has detailed product knowledge and deliver when you say you are going to.”
