Case Study - Sims Garden Machinery
Location: Stratford-upon-Avon, Warwickshire
Trading since: 1908 (new premises since April 2009)
Principle: Barry Sims
Franchises: Lawn and Garden and Energy
Sims Garden Machinery has recently relocated from old, cramped premises into a brand new, purpose-built showroom. At the same time a great deal of effort and investment has resulted in a stunning retail environment. New display racking and brand graphics were designed and created through close collaboration with Sims General Manager David Smith and InterTech, with help from the manufacturers. Quality lighting, clear sight lines and prominently branded product 'zones' takes this Lawn and Garden showroom to the next level.
The response from customers, has been overwhelmingly positive... this marks a bold move forward for the company and a strong show of intent for the future.
One piece of good advice...
"You won't sell what they can't see"
Visible and well displayed products will help you no end. Also be honest with the customer's needs to find the right machine for them - they'll appreciate you for it.
I would like to add my personal congratulations to Barry and all the team at Sims Garden Machinery in Stratford, on their well deserved 2009 Garden Machinery Dealer of the Year Award' presented to them in early September. The changes they have made are already reaping benefits and the new showroom is certainly one that will move their business onto the next level.
It is very pleasing to hear how the showroom design company, InterTech, were instrumental in them getting to where they are now. Honda has been working with InterTech for some time and we are now nearing the point where we can start to role this out to the wider Authorised Dealer Network. Look out for the latest details featured on this website.
InterTech has over 20 years of experience working with leading brands and has worked closely with Honda during the past two years to develop a new corporate identity for its Lawn and Garden division.
This new image fits perfectly into the Sims redevelopment and creates a clear presence for Honda within a multi-line showroom. In addition, InterTech was able to contribute to the showroom layout as a whole including design of the flooring with defined walkways and product display areas, plus an effective lighting and decoration scheme along with furniture and prominent feature graphics.
InterTech's experience of showroom design for the motorcycle industry has brought a new approach to the planning of a garden machinery store and it employs many of the same philosophies used when designing a multi-franchise motorcycle showroom. This has enable Sims to create a thoroughly modern retail environment ideal for the 21st century whilst still incorporating aspects of their long history. This is evident in the various heritage images and features that InterTech were able to include in the design.
Sims is steeped in history being over 100 years old and a family business that has passed through several generations to the current owner Barry Sims. The business is located in the heart of Stratford-upon-Avon today but was originally started in Moor Street in Birmingham expanding to a branch in Stratford-upon-Avon in 1936 and to its recently vacated site in the late 1950's.
F.H Sims & Sons was a David Brown dealer from the 1960's. However, suppliers merging and more competition from other local dealers caused them to drop out of the agricultural machinery business in 1990 and develop a specialised garden and groundscare machinery business which thrives and grows to this day.
Due to a proposed redevelopment scheme in the area of Sim's business in Stratford-upon-Avon, an opportunity presented itself over a year ago for Sims to move to new purpose built premises just around the corner in a modern development with private parking and off the very busy Birmingham road they were on. This move represented a considerable investment in the future of the company but was an opportunity not to be missed. Uniquely Sims offered its main suppliers the chance to contribute to and design their own showroom areas within the overall design specifications of what is a modern state of the art showroom in a 10.000sq.ft company owned facility. With professional help from InterTech with store design featuring lighting, introduction of a customer walkway the overall appearance have been carefully laid out to highlight products and improve the overall buying experience.
The project was driven by Dave Smith of Sims and overseen by Barry Sims and was officially opened in March 2009. Staff and management are still adapting to the new concept and adding the finishing touches to a major image and style change. Barry believes the slight change of location will not deter customers from calling n and its local reputation will more than compensate for any lost passing trade.
Sims represent many of the main garden machinery brands including Honda, Stihl, Husqvarna, Kubota, Hayter, GGP, Walker, FGM Claymore and Bosch to name a few that have supported them.
The economic situation may be bad at the moment but, as Barry commented: "We have taken an opportunity to invest in the future of our business and provide our customers with a very pleasant environment to satisfy their garden equipment needs. We have also ensured that our suppliers have had an opportunity to move and grow with us and we are very grateful to them for their moral and financial support in this new venture".
