Insider’s view

Just over a year ago, AmericanHort launched a research initiative known then as “The Future of Garden Retail.” But the association and its research partner, the MindMarket program at the Columbus College of Art & Design, realized the project went far beyond the scope of retail alone, and that it touches each and every part of the industry.

The research digs deep into the horticulture industry’s current business and retail models, and how they can effectively evolve.

AmericanHort has released part of the research. In “An Introduction to SHIFT,” readers will be encouraged to see both business and industry in a new light; that is, from the eyes of consumers. And the insights and recommendations present inspiration, ideas, and tangible applications for businesses at all stages and of all sizes.

Over the course of the coming year, AmericanHort will focus strongly on three of the insights — Customer Profiles (Insight “Customers have distinct buying motivations”), Language (Insight “Garden retail language isn’t consumer facing”), and Reasons to Buy (Insight “Opportunities for Impulse Buys Should Be Strategically Incorporated into a Retail Layout”). Through webinars, whitepapers, educational sessions, articles, and more, AmericanHort will lead businesses through the depths of these insights, helping them to develop strategies tailored to individual businesses and their specific customers. These in-depth learning opportunities will be made exclusively available to AmericanHort members.

This research demands a shift in the industry’s strategies, thinking and paradigms. It forces business owners, managers, marketers — everyone in the industry — to ask, ‘What if we started doing things differently?’

Sneak peek

AmericanHort provided a glimpse into the research, but association members can purchase and download “An Introduction to SHIFT” at www.americanhort.org/shift.

Consumers: What if we understood consumers? This research allows you to see who your customers think they are, and it’s not “gardeners.” The research also addresses why they’re in your store (or your customers’ store). The research found that most consumers do not identify with the term “gardener.” Therefore most consumers don’t consider what they’re doing “gardening.” The industry must begin to relate to customers by how they identify themselves: public advocate, explorer, urban dweller, foodie, grandparent, homemaker, for example.

Developing a strong focus on clear customer profiles makes for more customers, happier customers and more revenue. Download the research report to learn more about specific customer profiles.

Language: What if we spoke so our customers understood? According to the SHIFT research, language that implies work scares people. Consumers don’t want to hear about the “work” involved, they want to know the end result of their hard work and the ultimate benefits. Avoid “working” words by showcasing the value. It’s not mulching. It’s “putting the garnish on your landscape;” “the finishing touch on your masterpiece;” “sealing the deal.”

It’s not weeding. It’s “spiritual cleansing;” “giving your garden a facelift.”

It’s not planting. It’s “buying a new wardrobe for your home and trying it on;” “giving your home a facial;” “brightening your day.”

It’s not dirty. It’s “being a kid again;” “playing outside;” “getting real;” “being yourself.”

Experience: What if we gave consumers an experience they couldn’t forget? Keep things organized, simple and within reach. Then show them how it’s done. Give customers an experience, and they’ll have an emotional affinity for your products and services. What’s more, it’ll be hard for them to forgo that experience for something else. These insights are about giving your customers not just an experience that they won’t forget, but also an experience that they will talk about and share.

Paradigms: What if business paradigms shifted? Refunds and returns at garden retailers vary and impact customer experience and satisfaction. When your customer has problems successfully maintaining their plant once they take it home, do they feel condemned or supported when they come back into the store? Generous return and refund processes can build trust and loyalty, and open the door for conversations and feedback that help both you and your customer be more successful. But how do you keep from being taken advantage of and support the customer? Here’s a sample of some effective verbiage and attitude:

“We know, it happens. You watered it every day. Or forgot to water it for a week. You did everything right and it just didn’t survive. The bunnies ate it. The dog tore it up. It just died.

We’ve done it, too. So let us help you.”

“Return Policy:

Receipt required, please.

Just be honest. Tell us what happened so we can help you be successful.

Let’s talk it through before giving it another chance. Best thing about plants is that you get to learn from your mistakes and try again.

Refund or store credit?”