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 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.
  • New Trends and Ideas for Garden Retailers

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

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