With the success of online retail stores like Amazon, Zappos and Overstock.com, it’s safe to say consumer purchases made through the Internet is a trend that’s not going anywhere, and C. Raker & Sons Inc. has taken notice. The company known for its plugs and liners is focusing on its small package shipping and Internet sales.
“The industry has changed a lot, and the way our consumers have purchased gardening goods has changed a lot,” says Susie Raker-Zimmerman, customer support manager.
As a consumer herself, Raker-Zimmerman says she’d rather shop online than go to a store.
“I will sit on the computer and shop around, and I will make purchases that way,” she says. “I really think that’s where the future of retail is.”
Although it is a small portion of the company’s overall business, Raker is seeing success with its online orders. It’s especially focusing on the specialty niche items that consumers might have a hard time finding. An example would be “Tomaccio,” a sweet raisin tomato, which is bred to naturally dry as a snack tomato.
Raker-Zimmerman says it’s not just about finding a unique product, it’s about finding a unique product form. With different types of gardens, a grower can market a product in a way that appeals to everyone from the woman who just wants to decorate her house, to the hardcore plant geek.
“It’s not just the product itself, but finding those product forms that speak to those people, and turning it into a sale where everybody’s happy,” Raker-Zimmerman says.
How does Raker go about finding those unique products and unique product forms?
“We’re very active in evaluating genetics,” she says. “We’re bringing in products here to look at three to four years before they’re even commercially released to the industry.”
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Specifics Name: C. Raker and Sons Inc. Headquarters: Litchfield, Mich. Founded: 1978 Production space: 11 acres Major crops: Annuals, perennials, vegetables, herbs and grasses (mostly ornamental) Major customers: Large growers for its plugs and liners, including Costa Layman Farms and Berry Family of Nurseries; Independent garden centers, like Calloway’s Nursery Number of employees: 75 full-time; 250 during peak Annual revenue: $18 million |
Another way is through marketing research. Raker-Zimmerman suggests paying attention to gardening magazines like Better Homes & Gardens, and staying on top of the trends. And finally, it’s keeping in mind what you as a consumer would want.
“Everybody here that works at Raker is a consumer of gardening product,” Raker-Zimmerman says. “Utilizing the resources that [we] have, even within the company, have been great in helping develop some of these products that have really taken off.”
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3 Tips from Susie Raker 1. Be flexible. “Because we have been flexible and have changed with the times, we are still continuing to grow as a business, so flexibility is important.” 2. Research. “You’ve got younger people who are buying homes, and the way they garden is a lot different than the way my grandmother gardened. You have to be aware of those types of changes, and the way people do things, so you can change your business plan to work with that.” 3. Give attention to detail. “We have a saying around here, ATD. We pay attention to the details, everything from how the package affects the plant to being able to notify our customers six weeks in advance if there’s a crop failure or something. I think attention to detail is what really sets us apart.” |
For more: C. Raker and Sons Inc., (517) 542-2316 or www.raker.com
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