An Open Letter to Summer Winds Nursery, Phoenix, Arizona
Summer Winds,
I have visited your store on Tatum several times over the last year, and have, on two occasions, actually bought from you. However, each time I swear to myself that I am not coming back.
You have a fantastic selection of stock, including plant material, pots and accessories. I love browsing through your store. The problems arise when things are not priced, and the price is not noted anywhere nearby.
I am not likely to seek out and ask a salesperson what a price is, especially on the plant material. Prices to propagate and grow plants to market size vary so widely that it is probable that if I have to ask, I'm not going to be able to afford it. If I so love that (unidentified) dark-leaved agave that I can't stop thinking about it - I will save up several weeks from my spending money and splurge on it. But not if I've already been embarrassed by having to ask the price, turned red at the answer, and not bought the plant on the spot. I need to see that it's a sixty dollar plant, from the tag or sticker that you have so considerately provided -or in this case - not provided - before I can mentally arrange my purchase funds.
Your pot area is particularly egregious in this regard. Today I picked up a pot I liked, couldn't find a price. Found some of similar size, but not style, that WERE priced at 14.99 - decided to conduct an experiment. Took that pot up to your cashier. Told her (truthfully) that I couldn't find a price, but internally was thinking it should be around 14.99. Got charged 19.99. Paid for it without complaint.
One thing I really liked about Michigan's retail law was the fact that BY LAW everything had to be priced. I realize that this is a great expense to the retailer. But it makes the customer feel PROTECTED. Arizona (apparently) has no such provision on the customer's behalf. I've had to ask the prices of things everywhere I go. It's endlessly annoying. And often, as today, the customer goes away from the register feeling gouged. Not good for customer or retailer.
I'd like to also comment that you need to train your staff on how to actually water the stock. Splashing great amounts of water from the dram in a six-foot arc onto the plants looks spectacular, and makes the leaves sparkle enticingly in the hot Phoenix sun, but it does the plant no good at all if that water doesn't hit the soil. Two of the plants I purchased today were basils that the girl had just gone over seconds before I picked them up. The pots were bone dry. We are in Phoenix. Not only does this spell doom for your plants, but it's a shameless waste of water in an area where every drop is precious.
Finally, I will note that I know I am not your target customer. Your hours of operation speak to that fact. Being only open from 7am to 5pm, you are looking for the Scottsdale, Paradise Valley and North Phoenix matrons. Retired ladies that are married to or divorced from some CEO of Some Company Somewhere. Ladies who will buy entirely on impulse (hence the stocking of some appallingly inappropriate plants - doomed to die in thirty days without continual life support of the aforementioned water supply) and who will not think for a second of how much those impulses will cost. Money is no object. And when catering to that clientèle, there is no need to price your wares.
If you wanted to sell to the normal folks out there, working class stiffs who are in the office from 7 to 4, or from 8 to 5, your hours would reflect that. You really aren't looking for our business, and I'm really being unfair in criticizing you, you were never looking for my money to begin with.
I may once again lapse in my resolve and shop your store. But you should know that the majority of my money goes elsewhere. Usually I like to support the independent retailers and the small chains, but then they are usually more than willing to support me, too.
Truthfully,
Jenn
