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New Trends and Ideas for Garden Retailers

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What trends can garden centers expect to see in 2011 with regard to consumer shopping behaviors, gardening preferences, and gift, color and food trends? Talk given to the Massachusetts Flower Growers …

What trends can garden centers expect to see in 2011 with regard to consumer shopping behaviors, gardening preferences, and gift, color and food trends? Talk given to the Massachusetts Flower Growers Association's Winter Meeting.


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  • From a recent Consumer Spending Trends survey from American Express.
  • From a recent Consumer Spending Trends survey from American Express.
  • From Garden Media Group Trends Report
  • From Garden Media Group Trends Report
  • From Garden Media Group Trends Report
  • Kelly Corcoran - Design Trend Manager, Midwest CBK
  • Kelly Corcoran - Design Trend Manager, Midwest CBK
  • More from Kelly Corcoran – Trend Manager at Midwest CBK
  • The overarching message in this year’s food trends is that the economy is shifting our relationship with and our values surrounding food. According to The Food Channel’s editor, “The new economy has created a boldness and willingness to change how we work, how we cook, and how we eat.”  Top 10 – and 3 pertain to Garden CentersHere’s the list—I’ve bolded the ones we can totally hitch our industry to. The Canning Comeback: “Putting Up” is gaining popularity for both economy and health.Men in Aprons: Layoffs have led to more men cooking.Local Somewhere: We care about hand-tended no matter where it’s grown. Don’t Ask, Don’t Tell: We’re tired of being told what we can eat. Appetite for Food Apps: Social media is our guide and our coupon source.Small is the New Big Business: Corporations are thinking like small businesses. Fresh Every Day: Rooftop gardens are just part of this trend.Chefs in Schools: Better flavor is possible in an institutional setting.Discomfort Foods: Change makes us comfortable with more change.Eating for Sex and Other Things: We are working longer, and want all the gusto.
  • Transcript

    • 1. New Trends & Ideasfor Garden Retailers
      Ellen C. Wells
      Editor at Large, Green Profit Magazine
      www.greenprofit.com
    • 2. Overall Trend for 2011?
      A rotten handful of years
      “… A more conscientious consumer …”
      www.greenprofit.com
    • 3. Agenda
      • Shopping Behaviors
      • 4. Garden & Gardener Trends
      • 5. Gift & Color Trends
      • 6. Today’s Consumer: What’s on her mind
      • 7. Food Trends
      www.greenprofit.com
    • 8. Shopping Behaviors
      From American Express Consumer Spending Survey:
      • Seeing a more conscientious consumer
      • 9. Consumers focusing on:
      • 10. Product quality
      • 11. Impact of their spending decisions
      www.greenprofit.com
    • 12. Shopping Behaviors
      • Increased community involvement and group buying
      • 13. More and more with online shopping, consumers will expand their social community interactions while shopping.
      • 14. i.e. Groupon, Living Social
      • 15. Sharing reviews and experiences
      • 16. Garden Centers?
      • 17. Get yourself involved
      • 18. Pay attention to online reviews
      • 19. Monitor your brand even on the Web
      www.greenprofit.com
    • 20. Shopping Behaviors
      • Location-based shopping
      • 21. GPS tracking
      • 22. Foursquare, Facebook, Twitter, others
      • 23. Reward customers who “check in”
      • 24. Garden Centers?
      • 25. Monitor social media sites
      • 26. Offer exclusive coupon, freebie or comp service
      www.greenprofit.com
    • 27. Shopping Behaviors
      • Buying local
      • 28. Not just a “mom and pop” thing
      • 29. National companies are tailoring offerings and ads to local preferences
      • 30. e.g. Dunkin Donut commercials; Home Depot’s Garden Club
      • 31. Garden Centers?
      • 32. Be MORE local
      • 33. Feature community members in ads, marketing materials
      • 34. Tout local favorite plants
      • 35. Carry locally made products, host local craftspeople
      www.greenprofit.com
    • 36. Shopping Behaviors
      • Product co-creation
      • 37. Shoppers involved in creating their purchases & shopping experiences
      • 38. E.g. Levi’s – design-your-own jeans
      • 39. Sneakers, coffee flavors, furniture, etc
      • 40. Garden Centers?
      • 41. Container combinations
      • 42. Holiday/gift baskets
      • 43. Special events
      www.greenprofit.com
    • 44. Shopping Behaviors
      • Ethical, sustainable companies
      • 45. Consumers continue to expect these of their retailers
      • 46. Willing to pay to support these efforts
      • 47. Garden Centers?
      • 48. Publicize your sustainability efforts
      • 49. Make it in terms that affect your customers for maximum impact
      • 50. Charity events/cause marketing
      • 51. Pink Day from Proven Winners ColorChoice
      www.greenprofit.com
    • 52. Garden & Gardening Trends
      • Gardening with a purpose
      • 53. Making their world a little greener
      • 54. Ecoscaping
      • 55. Right plant in the right place = more sustainable landscape
      • 56. Edible ornamentals
      • 57. It’s all pretty! And can all be grown together
      www.greenprofit.com
    • 58. Garden & Gardening Trends
      • Sustainable containers
      • 59. Multi-season containers
      • 60. Mixed veg/herb/flower containers
      • 61. Perennial & shrub containers
      • 62. The container material itself, e.g. fiber
      • 63. Succulents
      • 64. Low water-use plants, diverse uses, easy
      • 65. Indoor gardening
      • 66. Terrariums, wall gardens with orchids, ferns, palms, etc.
      • 67. Victorian look
      • 68. Clean VOCs from the air
      www.greenprofit.com
    • 69. Garden & Gardening Trends
      • Vertical gardening
      • 70. Indoors or out, maximum use of space
      • 71. Use to create buffers and privacy screens
      • 72. Good for the air quality
      • 73. Urban farming & CSAs
      • 74. Micro-farming in cities and near-city farms
      • 75. Locally sourced, fresh
      • 76. Creates interaction, interest over food
      • 77. Garden Centers can host/grow
      • 78. Winter farmers markets – Cole Gardens & Churchill Gardens
      • 79. “Urbanism”
      • 80. spending time in park-like settings in urban areas
      www.greenprofit.com
    • 81. www.greenprofit.com
    • 82. www.greenprofit.com
    • 83. Gift/Color Trends
      • Economy is driving two tracks:
      • 84. Simplicity, back-to-basics attitude
      • 85. “Zest for life”
      • 86. Two color trends stem from this:
      • 87. Earthy neutral tones, “farmers market” colors
      • 88. Softer teals, limes, oranges, pinks
      • 89. Familiar bright colors, just softer hues
      www.greenprofit.com
    • 90. Gift/Color Trends
      • Looking to past for inspiration
      • 91. Finding comfort in the familiar
      • 92. Products that “stood test of time”
      • 93. Retro appliances, e.g. Rachel Ray’s set
      • 94. Retro colors
      • 95. From the 1960s-1970s – avocado, turquoise, browns
      • 96. Refreshed, refurbished, restored
      • 97. Flea market finds that have been repurposed
      • 98. Unique items customers are willing to pay for
      www.greenprofit.com
    • 99. www.greenprofit.com
    • 100. www.greenprofit.com
    • 101. www.greenprofit.com
    • 102. www.greenprofit.com
    • 103. Today’s Consumer
      • “Looking for meaning and purpose behind everything she buys and does.”
      • 104. “Cautious and concerned,” but “coming out of hibernation.”
      • 105. “Looking to be inspired for 2011.”
      • 106. “Wants to be uplifted and cheerful,” with product and how it’s merchandised.
      • 107. “Needs to be able to see something and build a story around it, affordably.”
      www.greenprofit.com
    • 108. Food Trendswww.foodchannel.com
      • “The new economy has created a boldnessand willingness to change how we work, howwe cook, and how we eat.”
      • 109. The Canning Comeback: “Putting Up” is gainingpopularity for both economy and health.
      • 110. Local Somewhere: We care about hand-tended, no matter where it’s grown.
      • 111. Fresh Every Day: Rooftop gardens are just one part the fresh-food trend.
      www.greenprofit.com
    • 112. Questions? Comments?
      www.greenprofit.com
    • 113. buZZ!e-newsletter:www.greenprofit.com
      Thank you!
      Ellen C. Wells
      Editor at Large, Green Profit Magazine
      www.greenprofit.com