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Just Add Ice phalaenopsis orchids
are grown and supplied by
Green Circle Growers, one
of the largest greenhouse
operations in the Midwest.
The Just Add Ice Orchids
brand is committed to
introducing fresh new
ideas to the market place
while utilizing production
methods that are
efficient and
environmentally
conscious.
www.justaddiceorchids.com
www.facebook.com/justaddiceorchids
www.twitter.com/justaddice
IntrOductIOn
JustAddIceOrchids.com
1
In a January 2011 survey of over 2200 respondents, our customers were
asked to evaluate their overall experience with Just Add Ice Orchids. As a grower
who provides orchids exclusively to retailers, we are committed to providing our
retailers with the tools, resources and market intelligence they need to make our
partnership as successful and beneficial as possible. This report details the
findings of our most recent consumer survey and provides insight to what
this valuable data means to the consumer-oriented orchid industry.
JustAddIceOrchids.com
2
The Just Add Ice Orchids buyer’s profile is typically a 50-65 year old married woman with a high school diploma. The average number of people in the household is 2 and the majority of our customers own their place of residence.
GEndEr & AGE
18-25 3%
26-35 7%
36-49 16%
50-65 47%
66+ 27%
Age Group
88%
12%
Female 88%
Male 12%
Gender
JustAddIceOrchids.com
3
74% of our customers are 55 years of age or older and rated
“Gardening” as the top hobby they enjoy.
As a middle-aged woman, our typical customer has a more nurturing personality and enjoys offering her
stories, photos, poems and general orchid enthusiasm. She is not particularly technology-savvy but tends to be a very loyal participant in our online communities, particularly Facebook.
HOuSEHOLd & EducAtIOn
Own 87%
Rent 13%
High School Diploma 43%
Associates Degree 20%
Bachelors Degree 23%
Masters Degree 10%
Doctorate Degree 2%
Medical Degree 1%
Juris Doctorate Degree <1%
Rent or Own Home
Education Level Number in Household
Yes 70%
No 30%
Married
1 6%
2 58%
3 13%
4 8%
5 4%
6 12%
7 <1%
JustAddIceOrchids.com
4
55% of Just Add Ice Orchids customers prefer a traditional or modern/contemporary design aesthetic. With 94% of our customers matching their orchid pot colors to their current house décor, we provide innovative ceramic and eco-friendly decorative pot options that follow the latest in fashionable home decor trends.
BuYEr PrEFErEncES
I prefer both 50%
Match to current décor 44%
Match season/holiday 6%
Choosing Orchid Pot Color
Traditional 35%
Modern/Contemporary 20%
Country 15%
Earthy/organic 14%
Antiques 8%
Preferred Design Aesthetic
JustAddIceOrchids.com
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Our Orchid Care videos have had
over 45,000 viewson YouTube.
BuYEr PrEFErEncES cont.
Living Room 40%
Dining Room 15%
Study 3%
Bedroom 4%
Kitchen 24%
Bath/Sunroom 6%
Other 8%
Where do you display your orchid?
JustAddIceOrchids.com
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Gardening 70%
Cooking 54%
Crafts 44%
Music 42%
Traveling 39%
Shopping 32%
Interior Decorating 27%
Entertaining 25%
Collecting 20%
Other 18%
Athletics 14%
Hobbies You Enjoy (select all that apply)
With international growing experience, our professional orchid growers are continuously looking for opportunities for plant improvement, providing our retailers with consistent growing standards. From seed to purchase, we stand behind the high-quality phalaenopsis orchids on the market with easy to understand instructions and a wide variety of flower colors choices.
BuYEr PrEFErEncES cont.
Doesn’t Matter 37%
Purple 15%
Bi-color 13%
Salmon 10%
Pink 9%
White 8%
Yellow 8%
Color of orchid you would purchase next
White 27%
Pink 24%
Purple 23%
Bi-color 13%
Doesn’t Matter 8%
Yellow 3%
Salmon 2%
Color of Current Orchid Flower
JustAddIceOrchids.com
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80% of Just Add Ice Customers rate their own personal orchid care knowledge at a “Beginner” level and with 65% of customers responding that Care is the more important attribute of Just Add Ice Orchids that prompted their orchid purchase. We understand that our simple watering instructions are an essential part of our orchid program.
EXPErIEncE WItH JuSt Add IcE OrcHIdS
Rate the attributes that prompted your orchid purchase
Care 65% 31% 4%
Website Support 23% 55% 22%
Price 51% 45% 4%
Flower Color 53% 37% 10%
Packaging Color 13% 35% 52%
Store Support 10% 27% 63%
1 Most Important 2 Important 3 Not Important
JustAddIceOrchids.com
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JustAddIceOrchids.com
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Watering is one of the most important aspects to keeping our orchid plants flourishing and in bloom for months. Orchid care has never been easier with Just Add Ice Orchids! For the watering of Just Add Ice Orchids, our customers just need to add 3 ice cubes once a week - it’s that simple!
EXPErIEncE WItH JuSt Add IcE OrcHIdS cont.
Beginner 80%Intermediate 19%
Advanced 1%
Orchid Knowledge Level
Excellent! 52%Good 34%
No opinion 5%
Not so good 7%
Rating Your Experience
JustAddIceOrchids.com
10
0 10%
1 32%2 27%
3+ 31%
Orchids Purchased in 12 months
Yes 78%No 22%
Was this your first orchid?
Each week 90-100 peoplesubmit stories on the blog for ourOrchid Giveaway Contests!
The most popular places our customers are purchasing Just Add Ice Orchids are grocery, home improvement and
big box stores, which meets their expectations for where they expect to buy their next orchid. 92% of our customers
purchase their orchid in a perfect or good condition.
PurcHASInG JuSt Add IcE OrcHIdS cont.
Grocery Store 35%
Big Box store 25%
Home Improvement 24%
Wholesale 7%
Other 6%
Greenhouse 1%
Florist <1%
Drug Store <1%
Grocery Store 30%
Big Box Store 25%
Home Improvement 22%
Wholesale 8 %
Greenhouse 6%
Other 6%
Florist 3%
Drug Store <1%
Place of PurchaseWhere do you expect to buy a Just Add Ice Orchid?
35%
25%
24%
7%6%
30%
25%22%
8%
6%6%
3%
JustAddIceOrchids.com
11
At 59%, more than half of our watering reminder subscribers purchase a Just Add Ice Orchid for
themselves. With 41% receiving an orchid as a gift, the most common gifting occasions for giving and receiving an orchid is for a birthday or holiday gift.
PurcHASInG JuSt Add IcE OrcHIdS cont.
Occasion for Orchid Gift
29%Birthdays
Birthday 29%
Holidays 23%
Everyday Gift 20%
Other 17%
Gift to Yourself 7%
House decoration 6%
Get Well 4%
Congratulatory 2%
Condolences 2%
Wedding <1%
Purchased 59%
Received as Gift 41%
Acquiring Our Orchids
A GIFT41%
PURCHASED59%
JustAddIceOrchids.com
12
92% of customerspurchased their orchid in good or perfect condition!
With the majority of our customers in the 50-65 year old age range, it’s an interesting balance of expanding our online orchid care resources and orchid communities with having our resources available to our less than tech-saavy customers. These responses support our experiences with Social Media – Facebook is far and wide our most popular social media tool for orchid care discussions, photo sharing, contest promotions, and overall community-building.
OnLInE OrcHId rESOurcES
Store 73%Website 12%
Other 8%
Word of Mouth 4%
Social Media 2%
Newspaper <1%
Facebook 52%
Do Not Use 42%
YouTube 3%
LinkedIn 1%
Twitter <1%
MySpace <1%
Yes 1,811 (85%)No 314 (15%)
Means of Learning about Just Add Ice Orchids
Social Network Most Used
Willing to participate in a follow-up survey
Watering Emails 49%Website 39%
None 25%
Facebook 20%
Forums/Blogs 9%
Monthly Wallpaper 8%
Other 3%
YouTube 2%
Twitter 1%
Online Resources Used
JustAddIceOrchids.com
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GrOWInG Our cOMMunItY
JustAddIceOrchids.com
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• Orchid Care Resources
• Expert Orchid Advice
• FREE Orchid Giveaways