What If We Knew the Future Cultivate 16 - Map Your Show€¦ · Guarantee Your Future Grow Your...
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7/10/2016 1 Cultivate’16 July 10, 2016 Jennifer Noble, AmericanHort Knowledge & Professional Development Administrator Mission Vision 3 What is Unify Advance Promote Unite 4 Guarantee Your Future Grow Your Connections Developing Your Staff Protecting Your Business Member Benefits
What If We Knew the Future Cultivate 16 - Map Your Show€¦ · Guarantee Your Future Grow Your Connections Developing Your Staff Protecting Your Business Member ... 7/10/2016 4
Jennifer Noble, AmericanHortKnowledge & Professional Development Administrator
Mission Vision
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What is
Unify
Advance PromoteUnite
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Guarantee Your Future
Grow Your Connections
Developing Your Staff
Protecting Your Business
Member Benefits
jenn
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All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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WE UNDERSTOOD CONSUMERS?
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What is SHIFT?
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When and Where?
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Over 40 stores across 8 states• California to Massachusetts• Ranged in size, focus,
market and more • Sales• And every business in our
supply chain
jenn
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All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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Approach the initiative with Design Thinking
Started with the goal•Re‐engaging existing customers•Attracting new and dedicated customers•Elevate the shopping experience•Solidify the value of plants and horticulture products
Engaged the MindMarketat CCAD•Experienced at Design Thinking approach•Engaged students, faculty, and business experts
How?
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Primary research resulted in:• 100+ in‐depth conversations with owners, staff, and customers
• 100s of GBs of video and audio interviews with owners, staff, and customers
All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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Do‐It‐All AllisonPurchasing Motivation• Support a cause with purchase• Buy Local• Eating Healthy• Caring for the environment
How Allison will find us:• Website• Social Media• Word‐of‐Mouth• Community Events Calendar• Main St. Location
How to get Allison in the door• Community Events• Well‐versed business story• Clear reflection of product benefits
How to keep Allison• Excellent retail experience• Patient & personable customer service• Transparent business practices• Public involvement in good causes• Store events 14
Hipster Hannah & Granola GrahamPurchasing Motivation• Be Unique• Learning opportunity• Pollinator & environmentally friendly• Native landscapes• OrganicHow H&G will find us:• Website• DIY project blog• Cross‐advertising with their favorite brewery• Educational events• Farmers markets
How to get H&G in the door• Great retail experience• Business practice transparency• Support for pollinators, the environment/organic practices
How to keep H&G• Environmental consciousness• Excellent retail experience EVERY time• Good events• Knowledgeable & friendly staff
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New Homeowner NatePurchasing Motivation• Investing in home• Curb appeal• Keeping up with the Jones• It’s just what you do
How Nate will find you:• Google search• Recommendation from HOA• Looking for a landscaper• Word‐of‐mouth• Mail or email
How to get Nate in the door• Plant packages that make it easy• Good deal (or good guarantee)• Good guarantee• Advice that doesn’t sound like advice
How to keep Nate• Good, easy, efficient retail experience• Competitive prices• Competitive prices• Knowledgeable staff 16
Savvy SusanPurchasing Motivation• Efficient, all‐in‐one retail experience• Family friendly environment• Project Ideas• Cute and Chic HardgoodsHow Susan will find you:• Blog• Pinterest/Instagram• Community events calendar• Involvement with the school and little league• Website
How to get Susan in the door• Project hotspot• An area for the kids to play• Organic options
How to keep Susan• Offer one‐stop‐shop efficiency• Kid Friendly• Organic options• Trendy options• Good return policy
jenn
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All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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Retired RonnaPurchasing Motivation• Nostalgic memories• Beauty• Passion for Plants
How Ronna will find you:• Community Newsletter• Newspaper• Mail• Word‐of‐Mouth• Local Garden Club• Community events
How to get Ronna in the door• Day‐time hours• Kid friendly• Quality
How to keep Ronna• Good customer service• Quality• Kid‐oriented environment 18
Opportunities for Impulse Buys Should be Strategically Incorporated Into a Retail Layout.
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Garden Retail Language Isn’t Consumer Facing
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All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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Language That Implies Work Scares People
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jenn
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All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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Most Consumers Don’t Identify With The Term “Gardener”
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What’s Next?
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SHIFT is a Multi-Year Initiative
jenn
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All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
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SHIFT: The Language of the ConsumerThursday, July 21, 2 p.m. EDT
All rights reserved. No part of this presentation may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of AmericanHort, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law (e.g., for personal instructional purposes). For permission requests, please contact Jennifer Noble at [email protected].
