GCA chairman Will Armitage has told the garden industry that it must start connecting with the older people of tomorrow.
"We shouldn't forget our existing customers, who are generally older people, but we must connect with younger people in a subtle way. I call them the older people of tomorrow," Will told delegates at the GIMA Day Conference at Dobbies Milton Keynes.
He explained the importance of the internet and social media in communicating with a younger audience.
"If the customer wants to buy something they will first look online regardless of the time of year. And if people want information they will also search for it on the web.
"We, as an industry, must embrace this kind of behaviour because it is going to become even more relevant. Remember, there is more information online and it is accessible quicker."
Will said the industry must find ways of:
- Reconnecting with the customer, with social media being a valuable tool
- Learning more about the customer
- Building a personal relationship with the customer
- Providing message that are relevant and personal.
He revealed that the Your Armitages scheme used at his garden centres had now got 30,000 members after being launched two years ago. The scheme was aimed at surprising and delighting its customers.
