Survive, adapt, grow was the apt theme of last week’s HTA Conference and delegates we left in not doubt that having survived the wettest summer in living memory there are some key issues on the horizon that need to be considered and acted upon if we are to see future growth.
The scene was set by Dr Brian Clark, Senior Economist at Barclays Corporate Banking, man making it very clear that there are at least another three years of tough economic conditions to be encountered and that could be longer if the euro zone crisis deepens. So we can’t count on a consumer spending boom to stimulate growth.
Although consumers may not suddenly start increasing spending they will continue to change their opinions and actions even faster than we’ve known before. Marshall Dirks, Marketing Director of Proven Winners, told delegates: “The industry is always wrong, because men think they know what women’s favourite colour is. We can’t afford to make mistakes. Your staff needs to know what your bestsellers are.” We get your promotions and advertising material reviewed by customers before going live. That way we keep up with their changing opinions and buying desires.”
Retailers are already picking up on trends highlighted by the Future foundation. The likes of Starbucks and Ikea are trialling new retailing environments designed to make their retail experiences more pleasurable and in the USA, garden centres are taking the bathroom visit to a new level with unique restroom decorations as see in the Garden Centres of Americas Best Bathroom Awards.
See the results of the GCA (USA) Best Bathroom Awards here
And then when customers are spending money they will do it differently. By 2020 over 50% of 45 to 64 year olds will own an app enabled phone making access to product and price information so much easier. And by 2015, 100 million credit or debit cards will be contactless enabled. With contactless transactions becoming live on public transport and at more and more outlets, perceptions will change and payments will become quicker and more mobile. As a result people won’t expect to queue at checkouts in the future.
“The Future Foundation frightened the pants off me with the speed at which it is all moving along so there needs to be some focus here on E commerce and M commerce. I absolutely take on board the comment of ‘get personal with the customer’ to find out what they want.” Jolyon Martin, MD of Chessington Garden Centre told GTN.
“The big drive to be in contact with the customer via the social media came across very loud. The need to go contactless in the restaurant is obvious as our average sale is £7 and this will speed sales up at the weekend with the younger customer in store.”
And social networking will play a big part in driving future growth, particularly at a mobile level, but not at a corporate level. Hillier’s Garden Centres are leading the way in making their social media activity local and personal. “It’s not about followers, it’s all about Klout” said Mark Pitman.
Conference delegate Boyd Doulas-Davies of Hillview Garden Centres told GTN after the conference “it’s clear we will struggle if we are not at the top of our game, we have to work together more than ever before. If the HTA can drive footfall to garden centres that will enable us retailers to sell more plants and products, that’s how we can grow.”
