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Understand

How Your Potential

Customers Think
The Research Team

Carol Miller
Editor
Today’s Garden Center

Susan Hogan
Actionable Results
Research &
Adjunct Prof. Marketing,
Emory University

Bridget Behe
Professor
Dept. of Horticulture
Michigan State University
Thank you to our sponsor,
AmericanHort, and to the
USDA and the Ohio
Department of Agriculture,
which partially funded this
research.
Webinar
Controls
Webinar
Controls
Understand

How Your Potential

Customers Think
Understand How Potential Garden Center Customers Think: 10% Project
Our Goals
• Increase the diversity (starting with
age) of the customer base.
• Understand what they want and how
they “garden.”
• Unearth the barriers to activity and
purchase.
• Identify the likeliest of potential
customers and lure them into action!
Peter Drucker on Demographics
“Managers have known for a long time that
demographics matter, but they have always
believed that population statistics change
slowly. In this century, however, they don’t.
Indeed, the innovation opportunities made
possible by changes in the numbers of people
– and in their age distribution, education,
occupations, and geographic location – are
among the most rewarding and least risky of
entrepreneurial pursuits.”
Source: Peter F. Drucker, 2002, “The Discipline of Innovation,” Harvard Business Review (Aug):95-102.
Changes in U.S. Age Groups
40

Percent of population

35

Under 19
20-44
45-64
65-84

30
25
20
15
10
5
0
2000

2010

2020

2030

2040

Source: U.S. Census Bureau, 2004, “U.S. Interim Projections by Age,
Sex, Race, and Hispanic Origin” http://www.census.gov/ipc/www/usinterimproj/<
Age Subcultures
• GI or WWII Generation (before 1933) accounts
for 10% of the population, mostly over age 80
• Swing Generation (1934 to 1945) 12%; 68 to 79
• Baby Boomers (1946-1964) 25%; 49 to 67 yrs.
• Generation X (1965 to 1976) 17%; 37 to 48 yrs.
• Gen Y or Millennial Generation (1977 to 1995)
25%; ages 18 to 36 today
• Post-Millennials (1996 to present) 11%, 17 and
under
Percent of Households Buying
50
45
40

35.1

Annuals
Vegetables
Herbs

35
29

30

25

25
20

17.2

15

15
10

5.7

5
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Sources: National Gardening Association, multiple annual surveys
Category

Average
spending 2006:

Average
spending 2011:

Lawn Care

$190

$169

Flower Gardening

$80

$66

Indoor Houseplants

$38

$36

Vegetable Gardening

$54

$56

Flowering Bulbs

$41

$36

Tree Care

$144

$151

Landscaping

$397

$224

Container Gardening

$54

$48

Herb Gardening

$25

$27

$447 in total

$355 in total

Adjusted for inflation (all in 2011 dollars)

Sources: National Gardening Association, multiple annual surveys
Steps in our investigation
1. Review existing published and private literature
2. Initial discovery groups Jan. 11-13 (2013) in Atlanta
3. Submitted three research proposals to USDA SCBG
Programs in Georgia, Ohio and Michigan
4. Conducted focus groups in Ohio (Nov. 2013)
5. Translate findings into retailer activities
6. Monitor impact of activities on revenue
Quick Background On The
Online Focus Groups
• Used GutCheck to coordinate our online communities.
Incentive for their time ($100).
• Mothers of children ages 2-12, 18-29 year olds, 30-49 year olds.
• Respondent target was 20 per group (ended up with 112 total,
participation varied by day and group)
• Conducted over three days, they typed answers to our
questions and we could follow-up.
• Struggled to fill the 18-29 group.
4 Key Findings
1. Attitudes To Gardening
The good news is that more than half (56%) of respondents enjoy
gardening! Now… How do we get them to do more of it? And shop at
the local garden center? And shop often?

1 (hate it)
2

Moms (25
respondents)
0%
20%

18-29 (20
respondents)
0%
15%

30-49 (26
respondents)
4% (1)
0%

Total (71
respondents)
1% (1)
8

3
4
5 (adore it)

20%
36%
24%

40%
30%
15%

35%
46%
15%

22
27
13
Gardening Positives
(73 Respondents)
Nature: Love of Nature / Sunshine / Fresh Air/ OutdoorsAttuned with …

Stress Reliever/ Time to Relax / Calm / Relaxed / Easy Going /Therapeutic

7

9

7

6

Hard Working / Dedicated / Motivated / Disciplined/ good work ethic / …
Patient / Patience/ willingness to stick with it / ability to look long term
Clean / Beautiful Yards / Pretty Landscape and Plants / House Looks …
Fresh Vegetables / Food / No pesticides

Eco-Friendly / Earth Conscience / Organic Living / caring for…

8

Health Conscious

5

Sharing / Friendly: Share with Family/friends / Family Oriented (3-4)/…
Caring / Kindness / Tenderness / Nice / Thoughtful/helpful / nice
Beauty / Growing / to look at

Family / Family oriented
0
Mom's (25 Respondents)

18-29 (20 Respondents)

5

10

15

30-49 (28 Respondents)

20

25
Gardening Is A Chance To Relax
• Many also enjoyed the solitary nature of
gardening (an escape).
• One respondent took her coffee each Saturday
morning at 10:30 am and worked her way
through her garden.
What’s fun about gardening?
• Eating the produce grown was a common answer.
– Jen W (30-49): “Making great dishes with the food you have grown.”

•
•
•
•

Designing and creating a garden
Picking out the plants to use – shopping!
Making the yard beautiful.
Other responses include: Seeing the effort pay off
(success), living off the land/being self-sustaining; being
outdoors, improving the property value, spending time with
the family.
Gardening Stirs Family Memories
• Most have childhood memories (mostly pleasant) of
working with parents and/or grandparents. Most often
mother or grandmother was mentioned.
• Older participants reminisced about this time with specific
activities or plant memories which created powerful
associations, family ties,
strong bonds.
Gardening And Generations
Photo courtesy of freedigitalphotos.net

Sam M (30-49):
“I would enjoy it more if my sons realized
how much they will miss our interaction in
gardening and so appreciate it more. My
parents won’t be around much longer, so it
hits me. The time gardening, raking
leaves, turning soil, fiddling in the flower
beds… You remember what your
grandparents’ houses looked like at
different times of seasons.”
Gardening Offers
Family Time With Kids
• Moms want to garden with their children. Under
age 5 it is not easy over age 13 they are distracted.
• Moms mentioned family time and teachable
moments most often. Having fun was another
reason to invite kids (playing in dirt, picking out
plants). Amusingly, several cited getting free labor
as a reason to involve kids.
Gardening Negatives
(74 Respondents)
None
Time Consuming / Too Busy to Garden

5

4

Dirt / Getting Dirty / Mud/ dirt under one's nails

4
3

Too Obsessed with Garden/ don't want others on it / kids with …

4

Hard Work and Commitment / A lot of Work
Anti-Social/ Recluse /loners

4

Expensive

3

Forget about other / neglecting other aspects of their life /takes…
Old People / Little Old Ladies
Knowledge (need the knowledge to garden) (time to learn)
Too Much Time on Hands (perceived as) / nothing else to do / not…
0
Moms (26 Respondents)

5

18-29 (20 Respondents)

10

15

20

25

30-49 (28 Respondents)

24
The Dark Side Of Gardening
•
•
•
•
•
•
•
•
•

Lack of time (people are busy)!
You get dirty
Hard work! Gardening is hard on the back and knees.
Gardeners are perceived a recluses, unbalanced
Too many weeds, insects, disease, animals
Dealing with poor weather emerged several times
It takes a lot of space
It’s expensive
I don’t know what I’m doing – makes me feel ignorant.
2. To Them, What’s
A Typical Gardener?
Some see a white-haired woman with a floppy hat
and knee pads.
Jennifer O. (Moms group): “In my mind, a
'typical' gardener is a beautiful silver-haired
woman. She dresses fun and comfortable. She
is a true artist of her own domain; her yard.
She gets up before the sun, enjoys her
morning coffee and gears up with her gloves
and tools to begin her day in her yard; her
paradise."
Perceived Fit with 'typical gardener'
70%
62%
60%
50%
40%

40%

40%

40%
33%
30%
20%

16%

14%

10%

7%
0%

0%

5%

7%

10%

7%

10%
4%

7%

0%

0%
Yes

No

Moms (25 Respondents)

Other

Don't Know What
Typical Gardener Is

18 - 29 year Olds (21 Respondents)

Maybe

Not Now but
maybe later

30 - 49 year olds (30 Respondents)
Gardening Serves Multiple Needs
Ray P. (30-49 group):
“I think a typical gardener is the person who lives in
the suburbs and has a garden for both pleasure and
raising their own vegetables. I don't think that an
income level dictates who does their own gardening. I
have friends who barely make ends meet but yet do
not attempt to grow their own flowers or vegetables. I
have other friends who live very comfortably and still
insist on growing vegetables themselves. I know equal
numbers of men and women who enjoy gardening.”
Old Lady Image Is Not Universal
Max M. (18-29 group):
“More of a mindset than physical attribute.
Takes commitment and a strong will, as well
as an adventurous side to try new things.
Can have any lifestyle, although it definitely
helps to have a yard even if it's small.”
The Good And Bad Of
Gardener Perceptions
Positive images:
Patient, nurturing, caring, hard-working, visionary (social activity
with family and friends, likes to entertain and share).
Negative images:
Older or hippie/hipster (recluse) or gardening is dirty and timeconsuming
Could Go Either Way:
• Relaxed lifestyle, time on their hands
• Perfectionist who cares about appearances
3. Where are they shopping?
Purchase Locations in Past Year
85%

90%

82%

80%
70%
60%

64%
52% 50%

54%

52%

59% 57%

50%
40%
30%
18%

20%

11%

10%

4%

5%

0%

5%

4%

5%

4%

0%
Locally Owned, Free Standing Garden Center Store (e.g. Home Depot, Lowes)Walmart, Kroger)
Home Improvement or Hardware
Supermarket or Grocery Store (Target,
Internet
Moms (27 respondents)

18-29 (22 respondents)

Print Catalog

30 - 49 (28 respondents)

Someplace Else
Store Choice Reasons
(77 Respondents)
Convenience / Convenient Location / Closest to where I live / On my Bus
Route / Impulse Buy/ One Stop Shop

6

Prices / Value (Great, Good; Best; low; inexpensive) / Best Value/ Plants on
Sale

7

Variety / Selection/ Diversity everything I need (giant selections)

8

Quality /Healthy / BeautifulPlants

25
19
9

1
0

9

Like to Buy Locally to Support our home grown suppliers / directly affects my
community

17

13

10

People / Customer Service: Knowledgable/ Helpful / like what they Do/ Know
them

26

20

7

1
0

Read Reviews/ Research/ Look at Pictures 0
0

10

20

30

40

Locally Owned

Home Improvement / Hardware Store

Supermarket or Grocery Store

Internet

Print Catalog

Unclear which Store

Someplace Else

50

60

70
Why They Choose Where
They Buy Gardening Goods
• Shopping where it is convenient for them. Box stores
mentioned most often.
• Also talked a lot about getting a good deal as price was a
big concern (risk and luck).
• Selection and one-stop shopping were also mentioned
quite a bit. This played into some of why a store was
perceived as convenient. Tools, fertilizer, knowledge were
mentioned but most garden centers have them.
4. Why Am I So Unlucky?
Deb B. (30-49):
“The very first rose bush that I planted all by myself that
actually survived!! Until that point, I had had extremely bad
luck with roses, and was all but ready to throw in the towel.
Then I was at Lowe's one day and I saw this gorgeous rose bush
with a single flower on it, and I thought, "No, Deb, it doesn't
deserve to die..." but then impulse won over and I bought it
anyway. I brought it home and planted it carefully, and the next
year it had buds and new growth!”
Why Did They Have To Die?
Renee S. (18-29):
“The thing that I like least about
gardening is that sometimes the plants
just die, and you just get so upset about
it. I could watch the plants and make
sure that they are healthy and if I have
questions about why my plants are
dying I can go to someone that has
more experience than I do about
them.”
Recap: The 4 Key Findings
1. The act of gardening has mostly positive
impressions, although there are
significant negatives (it’s dirty, it’s hard
work) that need to be countered.
2. Consumers have a distinct ideas of the
type of person who gardens – and it’s
often a limiting viewpoint.
Recap: The 4 Key Findings
3.

4.

Garden centers are the third most
popular place to buy plants, after big
boxes and grocery stores. The only
exception was for the 30 to 49 year old
group of consumers, which preferred
local garden centers more than grocery
stores.
Consumers lack a sense of control when
it comes to gardening. They repeatedly
used the terms “luck” and “risk” when
describing gardening.
Let’s Start Talking
About What We Can Do
With This Information
Create Newcomer-friendly
Gardening Projects
Counter the
risky, timeconsuming, reallyhard-to-do, must-bean-expert
assumptions many
people have about
gardening with
realistic and
Rachel Ray
attractive projects.
30 minute meals

Sandra Lee
Semi-homemade
Other Ways To Foster Confidence
• Success is attributed to “luck,” so how do we reduce the perceived
risk? Any way you can!
• Plant guarantees (advertised). Dennis and Behe (2007) showed
that the presence of plant guarantees helped reduce perceived risk
and improve repeat purchase intentions.
• Gardening coach. eMail, telephone, or text, would you like some
free advice? Set a limit on the coach.
Help Them Be Comfortable With
Trying Their First Garden Design
How do we simplify the process?
Image makeover
Break the hard-work and gardener stereotypes with images and
models of success.
• Visually combine lifestyle and plants – grown-at-home baby food;
raised veggie garden next to the back door or garage (grab a
tomato on the way in the door).
• Create DIY or DIFM solutions to busy families: Affordable dinner
party plant decorations; unusual and easy-to-understand front
yard bed designs; kid-friendly vegetable gardening.
Understand how price and
value position your store
• Promote value, not price. Promote benefit, not
product feature. Show and tell product differentiation
from the box store.
• When price is the headline, we force consumer
attention to price (not value, where it should be.)
Encourage Repeat Visits
Once you get them in store, how do you keep ‘em coming back for
more?
• Loyalty Programs
– (10 VISITS = free plant or pot of choice (from certain selection)
• Schedule follow-up meeting before they leave
• ‘I’m here next Saturday –same time – want to come in for a
follow-up conversation? Let me know how things are going!
– Events: have them say/fill out what kind of events they would
like in an exit survey – before they leave
What THEY say it will take to
get them in the door
•
•
•
•
•
•

Ideas that can be copied without a lot of knowledge
Don’t assume customers understand how to garden
Freebies
Guilt-free help from knowledgeable staff
Affordable prices/coupons
Clean up the store
Host events with the
customers in mind
•

•
•
•
•

Consider participating or hosting events and activities tied to
the home.
Have an early spring garden show at the garden center
highlighting new plants and products. Think of a mini flower
show.
Classes for first-timers, beginners, novices. Bring a friend?
Inter-generational activities. Lisa B. (Moms) said, “Maybe {an
activity} that I could take my grandson with me and we could
do a project together.”
Organize block parties in customers’ neighborhoods for
produce or plant swapping.
In-Store Collaborations

47
Their suggestions for
events at a garden center
• Flower shows
• New product demonstrations
• New-gardener-oriented seminars – continuing-education format
and single classes
• Competitions
• Plant swaps
• Kid-focused events, especially those that involve both adults and
kids together
• How to make the most of your harvests
Consider out-of-store activities

49
Next Steps
1. Gather feedback from retailers on this data
• What consumer attitudes were most important?
• What type of marketing ideas would help most –
messages, materials, actions?

2. Learn which data partner garden centers are collecting and
how they apply the information
3. Develop marketing ideas and tactics that can be adapted by
individual stores and share it with the industry
4. Train retailers on how to measure their marketing efforts
5. The research team will measure the results at Ohio stores
Watch For Ongoing
10% Project Reports In 2014
1. January: Online articles recapping what we’ve learned from the
research. TodaysGardenCenter.com
2. February 11. Webinar on how to implement marketing messages
designed to increase the customer base and how to measure
the results.
3. February: Article in Today’s Garden Center on what we’ve learned so far
and the marketing game plan.
4. September: Cover stories in Today’s Garden Center sharing the results
of the real-world testing of the 10% Project
5. October: eBook examining which marketing messages and tactics were
most effective in expanding the customer base for garden centers.
Thank You

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Understand How Potential Garden Center Customers Think: 10% Project

  • 2. The Research Team Carol Miller Editor Today’s Garden Center Susan Hogan Actionable Results Research & Adjunct Prof. Marketing, Emory University Bridget Behe Professor Dept. of Horticulture Michigan State University
  • 3. Thank you to our sponsor, AmericanHort, and to the USDA and the Ohio Department of Agriculture, which partially funded this research.
  • 8. Our Goals • Increase the diversity (starting with age) of the customer base. • Understand what they want and how they “garden.” • Unearth the barriers to activity and purchase. • Identify the likeliest of potential customers and lure them into action!
  • 9. Peter Drucker on Demographics “Managers have known for a long time that demographics matter, but they have always believed that population statistics change slowly. In this century, however, they don’t. Indeed, the innovation opportunities made possible by changes in the numbers of people – and in their age distribution, education, occupations, and geographic location – are among the most rewarding and least risky of entrepreneurial pursuits.” Source: Peter F. Drucker, 2002, “The Discipline of Innovation,” Harvard Business Review (Aug):95-102.
  • 10. Changes in U.S. Age Groups 40 Percent of population 35 Under 19 20-44 45-64 65-84 30 25 20 15 10 5 0 2000 2010 2020 2030 2040 Source: U.S. Census Bureau, 2004, “U.S. Interim Projections by Age, Sex, Race, and Hispanic Origin” http://www.census.gov/ipc/www/usinterimproj/<
  • 11. Age Subcultures • GI or WWII Generation (before 1933) accounts for 10% of the population, mostly over age 80 • Swing Generation (1934 to 1945) 12%; 68 to 79 • Baby Boomers (1946-1964) 25%; 49 to 67 yrs. • Generation X (1965 to 1976) 17%; 37 to 48 yrs. • Gen Y or Millennial Generation (1977 to 1995) 25%; ages 18 to 36 today • Post-Millennials (1996 to present) 11%, 17 and under
  • 12. Percent of Households Buying 50 45 40 35.1 Annuals Vegetables Herbs 35 29 30 25 25 20 17.2 15 15 10 5.7 5 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Sources: National Gardening Association, multiple annual surveys
  • 13. Category Average spending 2006: Average spending 2011: Lawn Care $190 $169 Flower Gardening $80 $66 Indoor Houseplants $38 $36 Vegetable Gardening $54 $56 Flowering Bulbs $41 $36 Tree Care $144 $151 Landscaping $397 $224 Container Gardening $54 $48 Herb Gardening $25 $27 $447 in total $355 in total Adjusted for inflation (all in 2011 dollars) Sources: National Gardening Association, multiple annual surveys
  • 14. Steps in our investigation 1. Review existing published and private literature 2. Initial discovery groups Jan. 11-13 (2013) in Atlanta 3. Submitted three research proposals to USDA SCBG Programs in Georgia, Ohio and Michigan 4. Conducted focus groups in Ohio (Nov. 2013) 5. Translate findings into retailer activities 6. Monitor impact of activities on revenue
  • 15. Quick Background On The Online Focus Groups • Used GutCheck to coordinate our online communities. Incentive for their time ($100). • Mothers of children ages 2-12, 18-29 year olds, 30-49 year olds. • Respondent target was 20 per group (ended up with 112 total, participation varied by day and group) • Conducted over three days, they typed answers to our questions and we could follow-up. • Struggled to fill the 18-29 group.
  • 17. 1. Attitudes To Gardening The good news is that more than half (56%) of respondents enjoy gardening! Now… How do we get them to do more of it? And shop at the local garden center? And shop often? 1 (hate it) 2 Moms (25 respondents) 0% 20% 18-29 (20 respondents) 0% 15% 30-49 (26 respondents) 4% (1) 0% Total (71 respondents) 1% (1) 8 3 4 5 (adore it) 20% 36% 24% 40% 30% 15% 35% 46% 15% 22 27 13
  • 18. Gardening Positives (73 Respondents) Nature: Love of Nature / Sunshine / Fresh Air/ OutdoorsAttuned with … Stress Reliever/ Time to Relax / Calm / Relaxed / Easy Going /Therapeutic 7 9 7 6 Hard Working / Dedicated / Motivated / Disciplined/ good work ethic / … Patient / Patience/ willingness to stick with it / ability to look long term Clean / Beautiful Yards / Pretty Landscape and Plants / House Looks … Fresh Vegetables / Food / No pesticides Eco-Friendly / Earth Conscience / Organic Living / caring for… 8 Health Conscious 5 Sharing / Friendly: Share with Family/friends / Family Oriented (3-4)/… Caring / Kindness / Tenderness / Nice / Thoughtful/helpful / nice Beauty / Growing / to look at Family / Family oriented 0 Mom's (25 Respondents) 18-29 (20 Respondents) 5 10 15 30-49 (28 Respondents) 20 25
  • 19. Gardening Is A Chance To Relax • Many also enjoyed the solitary nature of gardening (an escape). • One respondent took her coffee each Saturday morning at 10:30 am and worked her way through her garden.
  • 20. What’s fun about gardening? • Eating the produce grown was a common answer. – Jen W (30-49): “Making great dishes with the food you have grown.” • • • • Designing and creating a garden Picking out the plants to use – shopping! Making the yard beautiful. Other responses include: Seeing the effort pay off (success), living off the land/being self-sustaining; being outdoors, improving the property value, spending time with the family.
  • 21. Gardening Stirs Family Memories • Most have childhood memories (mostly pleasant) of working with parents and/or grandparents. Most often mother or grandmother was mentioned. • Older participants reminisced about this time with specific activities or plant memories which created powerful associations, family ties, strong bonds.
  • 22. Gardening And Generations Photo courtesy of freedigitalphotos.net Sam M (30-49): “I would enjoy it more if my sons realized how much they will miss our interaction in gardening and so appreciate it more. My parents won’t be around much longer, so it hits me. The time gardening, raking leaves, turning soil, fiddling in the flower beds… You remember what your grandparents’ houses looked like at different times of seasons.”
  • 23. Gardening Offers Family Time With Kids • Moms want to garden with their children. Under age 5 it is not easy over age 13 they are distracted. • Moms mentioned family time and teachable moments most often. Having fun was another reason to invite kids (playing in dirt, picking out plants). Amusingly, several cited getting free labor as a reason to involve kids.
  • 24. Gardening Negatives (74 Respondents) None Time Consuming / Too Busy to Garden 5 4 Dirt / Getting Dirty / Mud/ dirt under one's nails 4 3 Too Obsessed with Garden/ don't want others on it / kids with … 4 Hard Work and Commitment / A lot of Work Anti-Social/ Recluse /loners 4 Expensive 3 Forget about other / neglecting other aspects of their life /takes… Old People / Little Old Ladies Knowledge (need the knowledge to garden) (time to learn) Too Much Time on Hands (perceived as) / nothing else to do / not… 0 Moms (26 Respondents) 5 18-29 (20 Respondents) 10 15 20 25 30-49 (28 Respondents) 24
  • 25. The Dark Side Of Gardening • • • • • • • • • Lack of time (people are busy)! You get dirty Hard work! Gardening is hard on the back and knees. Gardeners are perceived a recluses, unbalanced Too many weeds, insects, disease, animals Dealing with poor weather emerged several times It takes a lot of space It’s expensive I don’t know what I’m doing – makes me feel ignorant.
  • 26. 2. To Them, What’s A Typical Gardener? Some see a white-haired woman with a floppy hat and knee pads. Jennifer O. (Moms group): “In my mind, a 'typical' gardener is a beautiful silver-haired woman. She dresses fun and comfortable. She is a true artist of her own domain; her yard. She gets up before the sun, enjoys her morning coffee and gears up with her gloves and tools to begin her day in her yard; her paradise."
  • 27. Perceived Fit with 'typical gardener' 70% 62% 60% 50% 40% 40% 40% 40% 33% 30% 20% 16% 14% 10% 7% 0% 0% 5% 7% 10% 7% 10% 4% 7% 0% 0% Yes No Moms (25 Respondents) Other Don't Know What Typical Gardener Is 18 - 29 year Olds (21 Respondents) Maybe Not Now but maybe later 30 - 49 year olds (30 Respondents)
  • 28. Gardening Serves Multiple Needs Ray P. (30-49 group): “I think a typical gardener is the person who lives in the suburbs and has a garden for both pleasure and raising their own vegetables. I don't think that an income level dictates who does their own gardening. I have friends who barely make ends meet but yet do not attempt to grow their own flowers or vegetables. I have other friends who live very comfortably and still insist on growing vegetables themselves. I know equal numbers of men and women who enjoy gardening.”
  • 29. Old Lady Image Is Not Universal Max M. (18-29 group): “More of a mindset than physical attribute. Takes commitment and a strong will, as well as an adventurous side to try new things. Can have any lifestyle, although it definitely helps to have a yard even if it's small.”
  • 30. The Good And Bad Of Gardener Perceptions Positive images: Patient, nurturing, caring, hard-working, visionary (social activity with family and friends, likes to entertain and share). Negative images: Older or hippie/hipster (recluse) or gardening is dirty and timeconsuming Could Go Either Way: • Relaxed lifestyle, time on their hands • Perfectionist who cares about appearances
  • 31. 3. Where are they shopping? Purchase Locations in Past Year 85% 90% 82% 80% 70% 60% 64% 52% 50% 54% 52% 59% 57% 50% 40% 30% 18% 20% 11% 10% 4% 5% 0% 5% 4% 5% 4% 0% Locally Owned, Free Standing Garden Center Store (e.g. Home Depot, Lowes)Walmart, Kroger) Home Improvement or Hardware Supermarket or Grocery Store (Target, Internet Moms (27 respondents) 18-29 (22 respondents) Print Catalog 30 - 49 (28 respondents) Someplace Else
  • 32. Store Choice Reasons (77 Respondents) Convenience / Convenient Location / Closest to where I live / On my Bus Route / Impulse Buy/ One Stop Shop 6 Prices / Value (Great, Good; Best; low; inexpensive) / Best Value/ Plants on Sale 7 Variety / Selection/ Diversity everything I need (giant selections) 8 Quality /Healthy / BeautifulPlants 25 19 9 1 0 9 Like to Buy Locally to Support our home grown suppliers / directly affects my community 17 13 10 People / Customer Service: Knowledgable/ Helpful / like what they Do/ Know them 26 20 7 1 0 Read Reviews/ Research/ Look at Pictures 0 0 10 20 30 40 Locally Owned Home Improvement / Hardware Store Supermarket or Grocery Store Internet Print Catalog Unclear which Store Someplace Else 50 60 70
  • 33. Why They Choose Where They Buy Gardening Goods • Shopping where it is convenient for them. Box stores mentioned most often. • Also talked a lot about getting a good deal as price was a big concern (risk and luck). • Selection and one-stop shopping were also mentioned quite a bit. This played into some of why a store was perceived as convenient. Tools, fertilizer, knowledge were mentioned but most garden centers have them.
  • 34. 4. Why Am I So Unlucky? Deb B. (30-49): “The very first rose bush that I planted all by myself that actually survived!! Until that point, I had had extremely bad luck with roses, and was all but ready to throw in the towel. Then I was at Lowe's one day and I saw this gorgeous rose bush with a single flower on it, and I thought, "No, Deb, it doesn't deserve to die..." but then impulse won over and I bought it anyway. I brought it home and planted it carefully, and the next year it had buds and new growth!”
  • 35. Why Did They Have To Die? Renee S. (18-29): “The thing that I like least about gardening is that sometimes the plants just die, and you just get so upset about it. I could watch the plants and make sure that they are healthy and if I have questions about why my plants are dying I can go to someone that has more experience than I do about them.”
  • 36. Recap: The 4 Key Findings 1. The act of gardening has mostly positive impressions, although there are significant negatives (it’s dirty, it’s hard work) that need to be countered. 2. Consumers have a distinct ideas of the type of person who gardens – and it’s often a limiting viewpoint.
  • 37. Recap: The 4 Key Findings 3. 4. Garden centers are the third most popular place to buy plants, after big boxes and grocery stores. The only exception was for the 30 to 49 year old group of consumers, which preferred local garden centers more than grocery stores. Consumers lack a sense of control when it comes to gardening. They repeatedly used the terms “luck” and “risk” when describing gardening.
  • 38. Let’s Start Talking About What We Can Do With This Information
  • 39. Create Newcomer-friendly Gardening Projects Counter the risky, timeconsuming, reallyhard-to-do, must-bean-expert assumptions many people have about gardening with realistic and Rachel Ray attractive projects. 30 minute meals Sandra Lee Semi-homemade
  • 40. Other Ways To Foster Confidence • Success is attributed to “luck,” so how do we reduce the perceived risk? Any way you can! • Plant guarantees (advertised). Dennis and Behe (2007) showed that the presence of plant guarantees helped reduce perceived risk and improve repeat purchase intentions. • Gardening coach. eMail, telephone, or text, would you like some free advice? Set a limit on the coach.
  • 41. Help Them Be Comfortable With Trying Their First Garden Design How do we simplify the process?
  • 42. Image makeover Break the hard-work and gardener stereotypes with images and models of success. • Visually combine lifestyle and plants – grown-at-home baby food; raised veggie garden next to the back door or garage (grab a tomato on the way in the door). • Create DIY or DIFM solutions to busy families: Affordable dinner party plant decorations; unusual and easy-to-understand front yard bed designs; kid-friendly vegetable gardening.
  • 43. Understand how price and value position your store • Promote value, not price. Promote benefit, not product feature. Show and tell product differentiation from the box store. • When price is the headline, we force consumer attention to price (not value, where it should be.)
  • 44. Encourage Repeat Visits Once you get them in store, how do you keep ‘em coming back for more? • Loyalty Programs – (10 VISITS = free plant or pot of choice (from certain selection) • Schedule follow-up meeting before they leave • ‘I’m here next Saturday –same time – want to come in for a follow-up conversation? Let me know how things are going! – Events: have them say/fill out what kind of events they would like in an exit survey – before they leave
  • 45. What THEY say it will take to get them in the door • • • • • • Ideas that can be copied without a lot of knowledge Don’t assume customers understand how to garden Freebies Guilt-free help from knowledgeable staff Affordable prices/coupons Clean up the store
  • 46. Host events with the customers in mind • • • • • Consider participating or hosting events and activities tied to the home. Have an early spring garden show at the garden center highlighting new plants and products. Think of a mini flower show. Classes for first-timers, beginners, novices. Bring a friend? Inter-generational activities. Lisa B. (Moms) said, “Maybe {an activity} that I could take my grandson with me and we could do a project together.” Organize block parties in customers’ neighborhoods for produce or plant swapping.
  • 48. Their suggestions for events at a garden center • Flower shows • New product demonstrations • New-gardener-oriented seminars – continuing-education format and single classes • Competitions • Plant swaps • Kid-focused events, especially those that involve both adults and kids together • How to make the most of your harvests
  • 50. Next Steps 1. Gather feedback from retailers on this data • What consumer attitudes were most important? • What type of marketing ideas would help most – messages, materials, actions? 2. Learn which data partner garden centers are collecting and how they apply the information 3. Develop marketing ideas and tactics that can be adapted by individual stores and share it with the industry 4. Train retailers on how to measure their marketing efforts 5. The research team will measure the results at Ohio stores
  • 51. Watch For Ongoing 10% Project Reports In 2014 1. January: Online articles recapping what we’ve learned from the research. TodaysGardenCenter.com 2. February 11. Webinar on how to implement marketing messages designed to increase the customer base and how to measure the results. 3. February: Article in Today’s Garden Center on what we’ve learned so far and the marketing game plan. 4. September: Cover stories in Today’s Garden Center sharing the results of the real-world testing of the 10% Project 5. October: eBook examining which marketing messages and tactics were most effective in expanding the customer base for garden centers.