People + Plants - Pro Green 2016

PEOPLE + PLANTSDon’t try to sell them a sea of green…Bill Calkins

bcalkins@ballhort.com@BillCalkins

Curate For Customers!

WALL

Coincidence? No way!

Meet: Tyler + Nicole

Young, Urban + ActiveWork hard - Play hardNot gardeners (yet)Super trendy!

Small-space, big-look plants transform their balcony!

Meet: Tyler + Nicole

Small footprint Easy care Healthy!

Meet: Amy

Eco-Friendly LifestyleSelf-sufficient + simpleAll-naturalReduced impact!

Drought-tolerant plants & pollinator attractors are her thing!

Meet: Amy

Drought-tolerant Native Backyard habitat!

Meet: Sarah

Busy MomHealthy + colorfulLow-maintenance solutionsDecorator style

Flower-filled baskets are a quick fix!

Meet: Sarah

Impulse color Healthy veggies Low-care alternatives!

Meet: Sarah’s Family

Meet: Amanda

On-The-Go CareerEasy-plant, Easy-careCombo StyleWeekend Entertainer

Stylish, trendy small plants and dish gardens fit her zest for entertaining!

Meet: Amanda

Long-lasting perennials Low maintenance, big impact Backyard beauty!

Meet: Nancy + Mike

Recently RetiredSpace to fillEntertain family + friendsTime to experiment

They garden for fun, fitness and front-yard appeal!

Meet: Nancy + Mike

New (recognized) varieties Plenty of shade Holiday products

Meet: Gloria

Master GardenerPlant FinderVersatile gardenerLoves a challenge

New & novel are a magnet for Master Gardeners!

Meet: Gloria

Gardener extraordinaire! Hungry for info Cares for plants

SHIFT Insights

AmericanHort.org/SHIFT

Over 40 stores across 8 states from California to Massachusetts were visited, assessed, and observed.

These stores ranged in size, focus, market, and more.

The research team took notes, shot video, held interviews, asked questions, watched for trends and habits, and recorded everything.

This project required that we proceed strategically, holistically, and boldly to cover every aspect and every angle.SHIFT

SHIFT Insights

Understanding Customers

Most consumers don’t identify with the term “Gardener.”They recognize and enjoy their interaction with plants.

There are individual motivations that drive plant selection.Not necessarily “sun or shade.”

Customers have distinct motivations for being in a garden center and fall into different purchasing profiles based on demographics, experiences and lifestyles.

SHIFT Insights

Unforgettable Experience

Hours at garden retail stores seem to be scheduled around business preferences and not around consumer convenience.

Stores are set up from a perspective other than the customers’point of view.

If the foundation of your business is plants and that’s what your customers shop for, then plants need to be the focus.

Unforgettable Experience

Visual merchandising increases purchases.

Opportunities for impulse buys should be strategicallyincorporated into a retail layout.

Refunds and returns vary and impact customer experienceand satisfaction.

SHIFT Insights

Speak Their Language

Customers shop from afar – ever notice?Many are reluctant to interact with the plant.

Language that implies work scares people.

Garden retail language should be consumer facing.

Speak Their Language

Speak Their Language

Speak Their Language

Benefits of plants aren’t talked about nearly enough.

www.ballseed.com/DownloadABenchCard/PromoteGardening/

Speak Their Language

Many customers (new and current) justdon’t understand how plants grow.

SHIFT Insights

New Business

Traditional business models (selling from the productiongreenhouse) might not be as successful with today’s consumers.

Business owners wear too many hats.

Get involved with local and national causes and let customers know you care about something beyond business.

SHIFT Insights

AmericanHort.org/SHIFT

THANK YOU!

Bill Calkinsbcalkins@ballhort.com@BillCalkins