Cultivating New Gardeners

The housing market dip the nation is now facing has changed the way home improvement stores are doing business and it could affect how you do business, as well. A webinar put together by RetailForward (www.retailforward.com) shared the details.

The group predicts no rebound in the housing market until at least 2008 because of deflationary psychology (people don’t want to buy until they see how this whole dip will play out) and the mortgage credit crunch. Homeowners are not doing big remodeling, but shifting to smaller-focus projects. And that, of course, can include improving curb appeal.

More interesting than that, though, is the way the home improvement stores are responding to the struggling housing market. Home Depot and Lowe’s are both trying smaller format stores. Lowe’s is looking at more attractive displays and clearer signage, in addition to new locations that are part of condominium complexes. The Home Depot Yardbirds store format is focused on dense, urban areas, providing them with more upscale stores that offer more service. They’re looking for new and innovative products.

According to Retail Forward, Home Depot and Lowe’s are both mining for new, non-traditional customer bases – the female and Hispanic markets are their new targets. At Home Depot, the new focus on the female shopper includes lightweight and ergonomic tools, upscale appliances, female work wear and Do-It-Herself clinics. Advertisements in Spanish, bilingual signs and a special paint line are planned to attract the Hispanic market.

Making New Customers

The new store concept for HD is the Home Depot Design Center, which the Atlanta Journal-Constitution wrote about, declaring "Home Depot gets cozy with female shoppers." It includes an earthy color palette to replace Home Depot’s usual orange, an upscale furniture showroom and a garden shop that will peddle orchids, pottery and more sophisticated products. Could there be a better opportunity to sell a ton of product at a high price than at stores like these?

The leadership at Casertano Greenhouses and Farms, our cover story subject, is well-positioned to help retailers meet these new goals. Just one quote from Casertano’s Vice President John Kam explains how the company sees its place in the market: "We’re interested in selling our own product, but also figuring out how more folks can be brought into gardening."

Leave a Reply

Latest Stories
Sakata Birthday Cake Feature

May 28, 2016

10 Creative Marketing Ideas From 2016 California Spring…

Grower-retailers often look to breeders for ideas on how to increase plant sales with smart marketing plans. The California Spring Trials were filled with great concepts to reach customers.

Read More
Pollinator-friendly perennials are a big hit with eco-concious consumers

May 27, 2016

Which Pollinator Terms Appeal Most To Consumers?

A team from the University of Florida tested several promotional phrases, from the specific ("butterflies" and "bees") to more general.

Read More
Harvest Automation HV 100 Feature

May 27, 2016

Harvest Automation Robot Helps You Move Plants Without …

The Harvest Automation HV-100 robot units use lasers and sensors to handle some of the most labor-intensive tasks in the greenhouse.

Read More
National Garden Bureau California Vegetable Summer Trials

May 26, 2016

California Summer Vegetable Trials In August Will Cover…

The National Garden Bureau is once again organizing summer vegetables trials this August in California, giving attendees the opportunity to visit with several breeding companies.

Read More
IGC App For 2016 Shows

May 26, 2016

IGC Shows Release Free Apps To Help You Plan For Both T…

Free event planning apps for each show are now available for download in the Apple App Store and on Google Play.

Read More
SBI Rack Scanning feature

May 26, 2016

Take Your Data Management To The Next Level

New developments in software technology allow growers to customize inventory, tracking, and labor performance into systems unique to their greenhouse operations.

Read More
Eason 2017 Perennials Guide

May 25, 2016

Eason Horticultural Resources Releases New Perennials G…

The two guides are available in digital and print versions and offer information from several breeders.

Read More
Echinacea ‘Butterfly Rainbow Marcella’

May 25, 2016

15 New Perennials For Bees, Butterflies, And Other Poll…

These 15 new perennials, available for retail in 2016 and 2017, will produce colorful flowers and foliage year after year, providing habitat and food for bees, butterflies, birds, moths, and other pollinators.

Read More
P.Allen Smith Cut Flowers

May 25, 2016

Sakata Seed America And P. Allen Smith Extend Partnersh…

Sakata is taking its partnership with plantsman P. Allen Smith a step further to create the P. Allen Smith Home Grown Cut Flowers Collection, a selection of premium cut flower seed hand-picked by Smith and bred exclusively by Sakata.

Read More
Triathlon BA container shot

May 24, 2016

OHP’s Triathlon Biofungicide Now Listed By The Organic …

Triathlon BA is a broad-spectrum preventative biofungicide that provides control of many foliar and soilborne diseases in ornamentals and herbs.

Read More
Costa Farms won International Grower of the Year. Representing the operation, (left to right) were Chuck Zala, Michael Vera, Menachem Ganon, Jose Costa, and Mike Rimland

May 24, 2016

AIPH Seeking Entries For Its International Grower of th…

The International Association of Horticultural Producers (AIPH) is inviting ornamental growers from all around the world to enter the AIPH International Grower of the Year Awards (IGOTY) for 2017. Last year’s big winner was Florida-based Costa Farms.

Read More
Coleus Fancy Feathers Pink (Terra Nova Nurseries)

May 23, 2016

Take A Sneak Peek at Terra Nova Nurseries’ New Coleus F…

A brand-new collection of Terra Nova Nurseries coleus varieties called the Fancy Feathers Series is now available to growers for online orders. The series produces narrow, feather-like leaves and offers a mounded habit.

Read More
Gotham Greens Atrium Style Greenhouse Chicago

May 23, 2016

What’s Good For The Environment Is Good For Business [O…

Investing in technology to become more sustainable “always goes hand in hand,” says Abe VanWingerden, co-CEO of Metrolina Greenhouses. “If it is good for the environment, it normally is good for business over the long term.” That connection was abundantly clear in the responses we received to this year’s Top 100 Growers Survey. VanWingerden points to three investments Metrolina has made as good examples of how technology can reduce an operation’s carbon footprint and pay dividends financially. Its biomass system burns locally sourced waste wood — a renewable resource; its ozone water treatment system cleans irrigation water, reducing the need for fertilizers and pesticides, and improving plant quality and precision growing; and electrostatic sprayers reduce water and chemical use, and provide more targeted chemical applications. Other Top 100 Growers have found VanWingerden’s theory to be true, as well. Costa Farms’ investment in solar energy panels on three buildings at its […]

Read More

May 23, 2016

Ian Baldwin Sees Several Garden Trends Developing This …

The garden industry consultant reads the mid-spring tea leaves and sees several trends emerging.

Read More

May 23, 2016

Manhattan’s Urban Garden Center Suffers Second Di…

Two years after a nearby gas explosion destroyed the store in Manhattan's Spanish Harlem, Urban Garden Center had a four-alarm fire that disrupted a popular train route, and the garden retailer is now dealing with an angry community.

Read More
Aerial_view_of_the_Bayer_cross_high_res

May 23, 2016

Bayer Sells Consumer Garden Products Division To French…

The sale to SBM Développement comes just as Bayer AG makes a bid for Monsanto.

Read More
GG Tech Editorial Advisors Feature Image

May 23, 2016

Meet The New Editorial Advisors For Greenhouse Growe…

Greenhouse Grower TECHNOLOGY presents the inaugural members of its Editorial Advisory Board, six pillars of knowledge about greenhouse automation and technology. Get to know each of these gentlemen and what they’ll help bring to each issue.

Read More
Pythium On Chrysanthemum

May 20, 2016

How To Prevent Pythium In Fall Garden Mums

Avoid profit loss in fall garden mums due to pythium root rot with good drainage and integrated pest management practices that reduce risk factors.

Read More
[gravityform id="35" title="false" description="false"]