Calloway's Nursery is a 24-year-old Texas-based company with 19 retail garden centers in Dallas, Fort Worth, and Houston. The CEO, Jim Estill, discussed Calloway's approach to merchandising, focusing on customer experience, and evolving their team to better serve customers. Calloway's aims to inspire urban dwellers to engage with nature through unique stores, products, events, and expertise.

1. Calloway’s Nursery Presented by: Jim Estill CEO and President

3. Texas – Dallas, Fort Worth and Houston

4. Calloway’s Nursery in DFW

5. Cornelius Nursery in Houston

6. 24 year old company

9. Investing in building knowledge and skills.

10. Leveraging Human Capital

11. Calculated planning

12. Project management

13. Communication and Training

16. Buy some product Put product in the stores Put product in the stores Promote the product Promote the product Inform the store teams Customers come to the stores Plan the customer experience Inform the store teams Buy and present product Refocusing our approach Continue to shift the company culture to focus on the customer throughout the business.

18. Soak in the most beautiful selection of colorful, fragrant and fresh garden plants and goods available in the market

19. Enjoy unique themes, events, clinics and special garden club benefits

22. Extension

23. ArboretumsAdvertising Partners Management Media Contacts

25. Sharing product information

26. More customer-focused product information

27. Increase lead times providing information – for training, marketing, special set up.

28. Linking store presentations, signage to themes that connect to customer needs or desires

29. Integrating products and product information into customer-driven garden information and promos that add value – for the customer

30. Product training

31. Event training

32. Store set up

34. Focus Customer Experience Plan

38. The Proud The FewTeam Blue

40. Go Back to Basics

41. Find What You Need

42. Blocks of Color Use like color pots of various sizes and simple color blocks of plants to create high impact displays. Vary the shapes and heights within the color blocks. Add interest with complimentary product.

43. Blocks of Color Use like color pots of various sizes and simple color blocks of plants to create high impact displays. Vary the shapes and heights within the color blocks. Add interest with complimentary product.

44. Get Self-Serve Information

45. PlanCommunicateTrain

48. Promotions tied to themes

49. Events tied to promotions

51. Cool Summer Gardens 2010 Summer Display

54. Key Theme Displays

74. Fall Harvest

86. Inspiring Entries

88. Spring Mini-Theme Displays

91. Container Gardens

95. Presenting the Ingredients

101. Interior Vertical Space

108. Give crowds of customers a reason to visit.

110. Each Garden Center Expresses Individual Personality and Style

116. Thank You!