I’ve been looking at the research around attracting new consumers into the garden retail sector. The independent garden centres know their core consumers so well – mature and reasonably well healed they’re deeply engaged in their gardens and the plants that grow in them. Appealing to this large consumer segment is something that the suppliers and retailers in the sector are already very good at. Described in the HTA Consumer Spending Report as Garden Elders and Garden Proud, this group are pretty discerning and knowledgeable about the plants and products on sale.
However, Garden Elders are, by definition ageing and I’m not sure that the generation following on behind will automatically mature to fill their shoes. They probably wouldn’t even consider visiting the garden centre if it wasn’t for the Santa’s grotto or the chance to meet friends for coffee. So the garden retail sector and the products and brands who serve them have a challenge ahead. How do we attract these new consumers into the centres and once we’ve got them there how can we tempt them to spend more of their money?
The research shows that the group described as Family Focus actually love their gardens and spending time outdoors. But they categorically shy away from the hobby of gardening – it’s the thought of dirty fingernails and aching backs plus the bewildering complexity of what grows where and how to look after it! They are much more likely to respond to positive, passive and inspirational communications, bite –size and visual works best for them.
So, my top tips for both suppliers and retailers is to think about putting this group close to the centre of your marketing and communications plans. It might help to future proof your business.
- Ditch the ‘jobs for the week’ style content from print and online. These consumers don’t want reminding about more work to be done, they are busy enough already!
- Get away from editorial content and events that are focussed on problem solving. These consumers don’t know that there’s trouble ahead from slugs and greenfly. There’s plenty of time for them to discover that later!
- Strip back the planting, pruning, feeding, care and use instructions on packs and point of sale to a minimum. You can offer additional help in person or online if they want to get more deeply engaged
- Paint them a picture and inspire with the finished result. To hook this group it has to be ‘ready-made’ and impactful. They don’t have the time or inclination to plant a hanging basket.
- Lighting and décor, furniture and barbeques, features and play equipment are where they’re prepared to invest in the garden. They’d rather have a hot tub than a fish pond.
- They’re online and they’re mobile. If your brand offer is not instantly accessible (and attractive) from laptop, tablet or mobile you’ll lose them instantly to Amazon or Argos
Whatever you do, don’t mention gardening! IKEA were ahead of the game and captured the zeitgeist in 2013.
https://www.youtube.com/watch?v=S9xROONPy6Y