Co-owner Christie Gescheider gave us the low down on how they bought a Wild Birds Unlimited franchise to create store-within-a-store concepts at all three Moana Nursery locations.

Q: Can you talk about having the Wild Bird Unlimited store within a store concept and how that came about?

A: A couple of things happened. As a management team, we really wanted to be in the category of birds. We said if we’re going to do it, do it in a big way or don’t even bother. We didn’t have a department or category to speak of. Fast forward a couple of weeks later (last October), when the owner of the local Wild Birds Unlimited franchise came into store to see if we would supply customers with bird seed as they were going out of business.

It got us moving even faster on this whole idea of having a real bird department. We investigated the franchise itself, talking with corporate headquarters. We ended up buying her franchise.

Along with the franchise came all kinds of great training and resources from the headquarters. It’s a rather rigorous process to meet their standards (in regards to) training employees and product mix. We’re working on certifying teammates to become certified birding specialists. We’re planning our grand opening in April at all three stores.

Q: What are some tips for other retailers either getting into the category or trying to expand?

A: If people are interested in really getting into the birding category, there are a few key things. When you buy bird seed, you want to buy the best quality you can get, and not a lot at one time. Freshness is key. You don’t want a huge quantity on hand – work with a vendor that does frequent shipments. Every two weeks will keep it fresh and keep it moving.

Have the seed that is going to feed the birds you’ll find locally. Niger is pretty universal – out east cardinal food is king; here quail food is necessary. Have a diverse variety; different size feeders, types, etc. Know the birds in your area and the feeders they would use;

Have more than one price point on feeders, houses and bird seed. A lot of the principals in garden center apply to birding, as well. You’re selling the bird, not necessarily all the products by themselves. Show them how to attract the bird.

I’m a visual person; showing me a feeder and sack of feed not going to do it. Show me the end result – the birds in my backyard. So the graphics are critical.

The other thing being in a nursery that we can do is add the plants – birds are attracted to plants. Create a bird habitat - that adds one more layer to what we can do.

Q: How do you reach birders?

A: True gardeners come in and talk about the plants that they grow; birders are the same way - build a relationship with them. Post photos on bulletin boards in the stores; make it more interactive. The demographics are about the same with birding, too. From small children all the way up to our typical garden center gardener.

The appeal is even broader than gardening. It’s a family activity, and when you have a family activity everyone gets excited about it.