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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
