How Knowledge-Hungry Plant Consumers Can Create Opportunities for Success
Metrolina Greenhouses reaches out to consumers nationwide through its consumer research division, the Home Garden Panel, to get customer feedback on products going to market and dig a little deeper into what they are thinking about plants. Here are a few of the insights we have gleaned from our research about today’s plant consumer.
What Does Today’s Consumer Look Like?
Today’s consumer enjoys the experience of plant shopping, but struggles choosing the right item.
Today’s consumer holds plant quality as the highest factor for purchasing, but wants more store signage, lifestyle photography, and how-to ideas to solidify their choices.
Today’s consumer primarily uses Google to gain gardening knowledge, but would prefer a more personal approach like learning from a store associate.
What They Need?
Information, inspiration, and relaxation. In today’s world, there is an uncapped amount of information at our fingertips between search engines and social media. When it comes to the act of gardening, today’s consumer is craving specific, project-based instruction and wants to feel inspired by store displays or lifestyle signage, but their drive for gardening is rooted in the desire to reconnect to the outdoors.
How Can We Reach Them?
Our consumers’ thirst for knowledge is our largest opportunity for our success. We can influence their purchases and drive more sales if we only take the time to teach them about our industry. You don’t have to change your entire business model overnight, but invest in helping your consumer feel that they can and will be a gardener.
Quality must be not only a priority but consistent. You want your customers to be confident that they will find something beautiful every visit. In a recent survey, 64% of consumers are visiting the garden center every two weeks or more at the height of their season.
Consumers want ideas on gardening, but they don’t want to be overwhelmed. In a recent survey, 62% of consumers are seeking the most help for “plants that grow well together.”
Steal This Idea
Choose a consistent area to become a companion planting display. Show the items together in a container or faux landscape design and merchandise the individual units beside it. Update this display with new companion varieties biweekly and use colorful signage to instruct and inspire customers.