Don't try to sell everything to everyone or all your customers will see is a big green wall. Put the right plant into their hands, ensure their success and be ready to sell more.
13. Meet: Nancy + Mike
Recently Retired
Space to fill
Entertain family + friends
Time to experiment
They
garden
for fun,
fitness
and front-
yard
appeal!
14. Meet: Nancy + Mike
New (recognized) varieties
Plenty of shade
Holiday products
19. Over 40 stores across 8 states from
California to Massachusetts were
visited, assessed, and observed.
These stores ranged in size, focus,
market, and more.
The research team took notes, shot
video, held interviews, asked
questions, watched for trends and
habits, and recorded everything.
This project required that we
proceed strategically, holistically, and
boldly to cover every aspect and
every angle.
SHIFT
21. Understanding Customers
Most consumers don’t identify with the term “Gardener.”
They recognize and enjoy their interaction with plants.
There are individual motivations that drive plant selectio
Not necessarily “sun or shade.”
Customers have distinct motivations for being in a garden center
and fall into different purchasing profiles based on demographic
experiences and lifestyles.
24. Unforgettable Experience
Hours at garden retail stores seem to be scheduled around
business preferences and not around consumer convenience.
Stores are set up from a perspective other than the cust
point of view.
If the foundation of your business is plants and that’s what
your customers shop for, then plants need to be the focus.
25. Unforgettable Experience
Visual merchandising increases purchases.
Opportunities for impulse buys should be strategically
incorporated into a retail layout.
Refunds and returns vary and impact customer experience
and satisfaction.
28. Speak Their Language
Customers shop from afar – ever notice?
Many are reluctant to interact with the plant.
Language that implies work scares people.
Garden retail language should be consumer facing.
35. New Business
Traditional business models (selling from the production
greenhouse) might not be as successful with today’s consumers.
Business owners wear too many hats.
Get involved with local and national causes and let customers
know you care about something beyond business.