Information Revolution

Tags offer only so much space to tell a plant’s story. Even the largest tags have limits, as they offer enough space to present the plant’s name, a photo and a couple hundred words of care tips and other relevant information – but no more.

So tags, at least the way they’ve traditionally been designed, force growers and retailers to make tough decisions. Is it, for example, more important for consumers to know the plant requires sun or shade? Or, is it more useful to point out the fact the plant can be grouped with others to create a beautiful combination basket or planter?

As long as space is limited, growers will continue to make tough decisions about which information they present on tags and which information they don’t. But what if, in addition to the plant’s name, photo and cultural information, the tag was a gateway to endless facts and figures about the plants consumers are considering as purchases at the garden center?

Unbelievably, that gateway is now real. Hort Couture explored 2D-tagging technologies like QR (quick-response) codes and Microsoft Tags this spring. The technologies are applicable to consumers with smart phones, who have the ability to scan 2D icons printed on tags with their phones while shopping at the garden center.

Hort Couture is still trialing the technologies at Greenbriar Nurseries, home of the Hort Couture brand Jim and Jennifer Monroe founded four years ago. Jim has already deemed QR codes the better of the two technologies – at least for garden center retailers like him – because, he says, smart phones apparently read a QR code’s dark pattern better than it can a Microsoft Tag’s yellow dots in a garden center environment.

But, by scanning either 2D technology, Hort Couture has the ability to create a gateway to link consumers to additional information about its plants. Hort Couture is planning to present its QR-coded content in three forms: videos via 10-20 Media’s GardenPilot application, text messages sent from Hort Couture and content at HortCouturePlants.com.

“The content is what makes the experience,” says Jim, Hort Couture’s CEO. “Our whole brand essence really connects with the young consumer anyway. So we’re proud of our technology-driven side that puts us ahead of [our competition].”

Content Is King

Steve Cissel, CEO of 10-20 Media and the creator of GardenPilot, agrees the key component of 2D-tagging technology is content. A year from now, Cissel envisions 2D tags becoming the standard for marketing and merchandising at retail. The trick, he says, is connecting consumers to useful content through 2D tags – and connecting consumers to content that’s presented in a usable format for smart phones.

“Sending somebody to a retailer’s website on a mobile phone is a waste of time,” Cissel says. “Today, each of these retailers has got to have multiple [Web] formats. Do they need a mobile site for every [mobile phone] carrier? If the answer is yes, it’s a tall mountain to climb. Our desire is to house the content for them, if they so desire.”

In Hort Couture’s case, Jim Monroe intends to send mobile-phone users to GardenPilot to view short YouTube videos about different plants.

“People may look at Tomaccio, for example,” he says. “We are putting short snippets on YouTube that say, ‘You are looking at Tomaccio.’ We’ll say what its attributes are. We are trying to limit videos to eight to 10 seconds so we can quickly engage consumers.”
If presented properly, mobile content is the gateway to new consumers and, more specifically, the next-generation consumers our industry has mightily struggled to attract. At the moment, at least, the demand mobile content has created globally exposes a weakness in our industry.

“Our industry is extremely fragmented,” Cissel says. “From a plant standpoint, it has a Latin name; it potentially has more than one common name; it’s called one thing in the North and another thing in the South; it’s an annual in the North, a perennial in the South and it doesn’t grow in some places; some breeders have brands whereas others don’t; and sometimes breeders know where their product is sold and sometimes they don’t.

“The loser in all this is the consumer because we can’t share local information with them. We haven’t historically because we ourselves don’t know the answers.”

But give consumers a mobile phone – a device enabled with GPS – and they have a personalized location device for the entire continent.
“Wow, what an opportunity we have to give consumers local content about the plants, products and services of our industry,” Cissel says.

New Opportunities

This new technology is an opportunity for labeling and merchandising companies, as well. It’s testing them to design labels and signs that incorporate 2D technology and come up with programs that consider the needs of the mobile-phone user. MasterTag, for example, partnered with Hort Couture in its endeavor to print QR codes on labels and signs.

“We do a number of market research studies, and we keep coming across consumers – even repeat consumers – who are perplexed by the information presented to them at the garden center,” says Joe Fox, MasterTag’s sales and marketing director. “They have low confidence as gardeners and they want more information.”

Tags and signs can only display so much information, though. So MasterTag, Fox says, explored new ways to deliver information to consumers. Ultimately, the company determined there are two places to deliver information more effectively: at the point of sale, where there’s opportunity to cross merchandise product or enhance the way information is delivered; and at home, where consumers need more information as assurance they’re growing plants properly.

Smart phones, obviously, give consumers the ability to access information anywhere. But at the point of sale, MasterTag is doing more than empowering those with smart phones. They’re empowering everyone with a mobile phone – smart phone or not – with more information.

“QR codes are great, but only about 19 percent of cell phone carriers have smart phones,” Fox says. “It’s growing fast, but there still aren’t that many. And that’s what pushed us to come up with something that can appeal and be workable to anyone with a phone: a toll-free service.”

The toll-free program, which is applicable to any retailer, involves a phone number consumers can call right at the garden center to get more care information about plants and programs. A toll-free phone trial will be taking place in Meijer stores in Michigan this year with products from Elzinga & Hoeksema Greenhouses.

“The toll-free concept is completely customizable,” Fox says. “It’s applicable to individual garden center retailers. The voice on the phone could be their own garden center experts, someone providing help and information that’s unique and specific to their store. We’ll help with all the scripting and getting the recordings set up.”

Other New Programs

In addition to 2D technology and the toll-free concept, MasterTag is also exploring ways to enhance the tags themselves. Research MasterTag recently conducted found 62 percent of gardeners prefer to use tags as an in-house reference while 66 percent prefer to use tags as garden markers.

If you do the math, it’s clear tags as they’re currently designed can’t serve both functions. But MasterTag has designed a solution in the SnapTag, a two-tags-in-one item that serves as both reference material and a garden marker for consumers.

“The gardener would take the tag, simply snap off the garden marker and keep the remaining piece for future reference,” says Gerry Giorgio, MasterTag’s creative director.

In addition to SnapTags, MasterTag has developed a concept for creating beautiful container gardens called Container Creations. Combination planters were seen at just about every Spring Trials site this year but most of the combos on display were pre-selected for consumers. Container Creations, however, leaves the creativity to consumers.

Special tags have been created for the concept, which identifies plants with upright, mounding and trailing habits. Upright plant tags are yellow, mounding plant tags are blue and trailing plant tags are red.

The tags will help eliminate the guesswork for consumers who aren’t sure which plants work well together. At the garden center, consumers can search for plants based on the different tag colors and have fun creating their own custom combination planters.

John Henry’s Endeavors

John Henry Company, like MasterTag, exhibited at Spring Trials in April and had several compelling ideas and programs to share. Among its exciting developments is a partnership with AllRecipes.com. John Henry is now designing packaging and tags with QR codes that connect consumers with smart phones directly to AllRecipes.com. Then, as John Henry Marketing Manager Brenda Vaughn suggests, consumers can plan their next meals with Dinner Spinner, an AllRecipes.com application on the iPhone.

“We know kids are attached to these phones, and eventually they’re going to be buying plants,” Vaughn says. “Now, we can communicate with that generation.”

Tags are still the bread and butter of John Henry’s business, Vaughn says, and vegetable plant tags were among the company’s top-selling items in 2009. In fact, she says vegetable plant tag sales were up 38 percent over the previous year, and John Henry’s intensified effort for 2010 should result in further increases. Merchandise like John Henry’s wrap-fused pots for blueberries in the Texas market are an attraction.

Another unique program from John Henry is Bee Friendly, a program geared toward plants that pollinate. The program’s yellow packaging is inviting and includes handy applications like carriers that contain two 1-gallon pots.

“We need new ideas for people to buy plants,” says Kristi Huffman, John Henry’s vice president. “Now, they’re helping a cause. It’s critical to keep pollination going.”

Leave a Reply

2 comments on “Information Revolution

  1. We’ve just launched a venture focusing solely on QR code plant labels: in addition to the basic cultivation and horticultural information regarding the plant, our product connects users to thousands of images and enhanced wikipedia content. Additionally, users can carry on threaded discussions about the plant, comparing notes and tips and tricks. Take a look: http://www.hortycodes.com

  2. We’ve just launched a venture focusing solely on QR code plant labels: in addition to the basic cultivation and horticultural information regarding the plant, our product connects users to thousands of images and enhanced wikipedia content. Additionally, users can carry on threaded discussions about the plant, comparing notes and tips and tricks. Take a look: http://www.hortycodes.com

More From Variety Trials...

August 7, 2017

Standout Plants from the 2017 Ohio State University Field Trials

Cultivate'17 attendees had a chance to visit the annual and container trials at The Ohio State University to see how some of the newest plant introductions are performing. Here's some of the new plants that stood out.

Read More

April 18, 2017

Cool Combos From CAST 2017 – Editor’s Choice

With container gardening becoming more of a lifestyle among consumers than a trend, and breeders continuing to put more effort in container mixes and components, I feel I would be remiss if I didn't share some of the special combinations that not only caught my eye at California Spring Trials, but absolutely took my breath away and made me want to immediately get started gardening.

Read More
Lupinus Staircase Series (Green Fuse Botanicals)

April 11, 2017

Begonias, Celosias Among Dr. Allan Armitage’s Favorites From Green Fuse Botanicals and Floranova at California Spring Trials

Check out some of Allan’s top picks from his final day at CAST 2017, which included visits to Green Fuse Botanicals and Floranova.

Read More
Latest Stories

August 7, 2017

Standout Plants from the 2017 Ohio State University Fie…

Cultivate'17 attendees had a chance to visit the annual and container trials at The Ohio State University to see how some of the newest plant introductions are performing. Here's some of the new plants that stood out.

Read More

April 18, 2017

Cool Combos From CAST 2017 – Editor’s Choic…

With container gardening becoming more of a lifestyle among consumers than a trend, and breeders continuing to put more effort in container mixes and components, I feel I would be remiss if I didn't share some of the special combinations that not only caught my eye at California Spring Trials, but absolutely took my breath away and made me want to immediately get started gardening.

Read More
Lupinus Staircase Series (Green Fuse Botanicals)

April 11, 2017

Begonias, Celosias Among Dr. Allan Armitage’s Favorites…

Check out some of Allan’s top picks from his final day at CAST 2017, which included visits to Green Fuse Botanicals and Floranova.

Read More
Rex Begonia container mix at Green Fuse Botanicals

April 11, 2017

Green Fuse Botanicals’ Rex Begonias and First Looks; Fl…

Here are the highlights from Green Fuse Botanicals and Floranova on the last day of CAST 2017.

Read More

April 7, 2017

Hort Couture Wows With Farm to Table; Florist Holland R…

On the last day for GroLink and the second to last for the Greenhouse Grower team, the wealth of genetics, marketing programs, and announcements were pleasing to our eyes, ears, and hearts.

Read More

April 7, 2017

California Spring Trials Day Five: Notable New Plant Va…

See some of the new varieties for 2018 displayed at Ball Horticultural and GroLink Plant Company on day five of California Spring Trials 2017.

Read More

April 7, 2017

PanAmerican Promotes Pentas, Plug-and-Play, and Veggies…

On Day 5 of the California Spring Trials, the Greenhouse Grower team hit the Southern California Trials and saw a multitude of new introductions and exciting programs.

Read More

April 7, 2017

CAST 2017: Musings of a California Spring Trials Rookie…

The number of opportunities presented to me are enough to make me rethink my location, but I still have a lot of big decisions to make for the future.

Read More

April 6, 2017

Dr. Allan Armitage’s Top Picks From Ball and GroL…

Here are Dr. Allan Armitage’s five variety picks, plus one display, from on Day 5 of CAST 2017.

Read More

April 6, 2017

Dümmen Orange Provides Retail Concepts; Terra Nova Offe…

Greenhouse Grower hit the Central Coast of California on our Day 4 of California Spring Trials, and what we saw was inspiring and exciting.

Read More

April 5, 2017

California Spring Trials Day Four: New Plant Intros fro…

The Greenhouse Grower team saw loads of memorable plants during day four, as it visited Dümmen Orange, Chisan Orchids, and Windmill Nursery. Dümmen had several notable introductions, including Wild Romance New Guinea impatiens in Blush Pink and White, which inspired the theme of its displays. One of the standout displays was its perennial combos with some new leucanthemum additions. Chisan Orchids in Los Alamos, CA, with Israeli breeders Hishtil, Jaldety, and Cohen Propagators, was a new stop on the route this year. Hishtil has a new gaura series out that includes a compact, low-growing variety, ‘Baby,’ with a mass of pink blooms. Cohen displayed Verbena ‘Mickey Red Rose,’ a unique bi-color that looks like a mixed combo, and Jaldety featured an interesting Cyperus prolifera. Windmill Nursery was the last stop of the day, with breeders Terra Nova Nurseries, Kientzler, J. Berry Nursery, and KiwiFlora. Terra Nova had several new heuchera for show, including ‘Onyx,’ which is a mounding, […]

Read More

April 5, 2017

CAST 2017: Musings of a California Spring Trials Rookie…

Set-aside all the varieties - I have come to the realization that being a grower is where I belong.

Read More

April 4, 2017

California Spring Trials Day Three – New Intros f…

Check out some of the great new plant introductions for 2018 the Greenhouse Grower team encountered on day four of California Spring Trials 2017.

Read More

April 4, 2017

Takii’s New Breeding Efforts; Sakata Seed America Turns…

Day three on the trail took us to the last three stops in the north, American Takii, Sakata Seed America, and Floricultura, which showcased a number of companies.

Read More

April 4, 2017

CAST 2017: Musings of a Spring Trials Rookie – the Last…

Although there are so many companies in this business, it still seems like we are all part of the same team. We strive to find solutions to the problems we share. We all get worked up over each other’s introductions. But what’s most exciting is that we all make the future of horticulture something to write home about.

Read More

April 3, 2017

Pacific Plug and Liner Highlights Camp Perennial, Growe…

Greenhouse Grower's second day of California Spring Trials 2017 offered some interesting new marketing efforts. Here's a look at what we saw, and what you need to know.

Read More

April 3, 2017

Benary is the Talk of the Trials

Benary changed the game this year, in a few different ways. From the new distribution announcement, connecting virtual reality with gardening to social media, drones, and helicopters, day 2 of CAST was a wild ride.

Read More

April 3, 2017

California Spring Trials Day Two – Highlights and New P…

See the highlights from day two of California Spring Trials 2017, with new plants and displays from stops at Speedling, Pacific Plug & Liner, and Ernst Benary of America.

Read More