Catering to a Changing Customer Base
Q: I understand you were an independent garden center owner for several years and currently work closely with local nurseries in your design business. From your experience as an owner, consumer and gardening spokesman, how would you say the customer base has changed through the years, and what can independent garden centers do to keep their businesses vital and growing?
When I compare today’s garden center customers with those who visited my nursery 15 years ago, I’d have to say that in one very important way they are the same: They shop at garden centers with the desire to beautify their homes with plants. But, as we all know, in several other key areas, the customers and the items they are looking for have changed a great deal.
Seeking Luxury in the Everyday
These days, there are many more ways for people to spend their leisure time, and as a garden center owner, you are competing with those other activities. To motivate them to visit your business requires that you give customers some fresh reasons to shop with you. One idea I’ve found that excites homeowners is to encourage them to see the areas around their homes as places to expand their living spaces. Everyone is looking for more square footage, and when they begin imagining outdoor areas as settings where they can relax, dine and entertain, they are eager to buy all the items needed to create these areas. They want comfortable furnishings, cooking centers, fireplaces and plenty of beautiful plants.
Today’s customers have tastes that are more sophisticated. No longer are a picnic table, charcoal grill and a few hanging baskets enough. They are looking for stores that carry new and interesting varieties of plants, designer-style accessories and inspiring ideas on how to put it all together. They expect more choices, and one of their choices is to spend their money somewhere else. So this is both the challenge and the opportunity independent garden centers face.
Seeking Convenience in a Hectic Life
Customers are busy people and have less time to garden, so they are looking for quick solutions. Many consumers have more money than time and are willing to pay for larger, more mature-looking plants that will give them that instant filled-in look rather than waiting weeks for seedlings to develop. Garden centers are responding to this, offering quart- and gallon-size semi-mature plants to fill that need.
Seeking Sources of Inspiration
I also find that customers want to be inspired. They come to your business wanting to buy something, and while they are there, you have the opportunity to show them an idea or new way of doing something that gives them the “I want that!” feeling. You can help them envision how items in your inventory can be used to create inspiring results by setting up displays. This is similar to the idea of dressing mannequins in clothing stores. By showing buyers how items can be combined to create a look, they are more likely to purchase all the elements that will give them the same results. Planted containers, window boxes or raised bed gardens offer motivation for customers to see how items in your store’s inventory can work together to give them something that will make a noticeable difference. Help them imagine the possibilities and then make it easy for them to gather the items they’ll need by organizing the materials for them. But this recommendation comes with a few words of caution: Simplicity is key here. I’ve found that the best ideas are those that are easy to do and won’t overwhelm them. Many homeowners are novice gardeners. If their first gardening projects are successful, they will be encouraged to try more and become repeat buyers. So the ideas you offer need to be easy, fun and rewarding.
Seeking Professional Guidance in Their Selections
And that point leads me to mention another way customers are changing: Most buyers need more information about plant selection and care. Those of us in the green industry who are comfortable working with plants often forget the fear factor that customers have about choosing and maintaining their gardens. I grew up in a family that had been in the nursery business for several generations, so in the early years of operating a garden center, it was a surprise to me to discover how little the general public knew about plants. It seems, as the years go by and Americans get farther away from their agrarian past, few people have any firsthand experience growing anything. So it is vital to encourage customers to try gardening and help them get past their fears of not knowing what to do. We all need to be part of an effort to educate the public and reassure them that growing something is not only easy but pleasurable. By spreading this message we will enable our industry to survive and prosper.
There are several ways you can do this. In a recent survey on my website, www.pallensmith.com, I asked gardeners to share what they look for in a garden center. A large majority mentioned they wanted to talk to employees who were knowledgeable and able to provide information about the plants. Some garden centers foster this idea by holding workshops or weekend events to encourage people to learn something new, like how to pot up containers, create water gardens, or learn which plants attract butterflies and birds. Others also help customers by providing large, clearly marked signs about plants with helpful tips or ideas to give customers information as they shop. There is an expectation that independent garden centers can do a better job of this than impersonal chain stores. Reinforcing that idea is good for business.
Rely on and Reinforce Your Reputation
Now, I’m not suggesting that independent garden centers can be all things to all customers, but they can provide quality products and an experience that’s different from larger chain stores. In the long run, the greatest asset you have is your reputation. And a good reputation means your customers can come to rely on a level of quality and service at your store that can’t be found elsewhere. That’s when they will make the choice to spend their money with you.
Videos
