“We are all part of the COVID-19 generation, and it’s important to plan for this environment moving forward,” says Nicholas, who outlines three components for success: integrity in marketing, efficiency for the consumer, and engagement (how the rules and roles have changed when it comes to connecting with consumers).
On integrity: “The flight to quality should be important as shoppers demand more quality. They want strong brands that convey value,” Nicholas says. “Reliability is also a big part of this; too many times now, people go into the store, and what they want is out of stock.”
On efficiency: “It starts with the shopper, who wants to be more efficient with their time, but is still willing to do things like cooking and gardening,” Nicholas says. “They are looking for information to enable them to be more self sufficient.”
On engagement: “This is all about the messaging in merchandising,” Nicholas says. “Horticulture can play a vital role in reinforcing our values when it comes to country, community, family, and self. But how you present yourself, both in person and online, is important.”
Check out the full presentation from Nicholas on Greenhouse Grower’s Medal of Excellence website (near the bottom of the page). While you’re there, get caught up on all of this year’s Medal of Excellence winners!