Eye tracking can unlock bestsellers plant potential
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The results of an HTA eye tracking research project could provide the key to unlocking increased plant sales for HTA members in the coming years.
  David Denny, research manager for the HTA, and Boyd Douglas-Davies presented the initial findings of some eye tracking research at the HTA Plant Retailing seminar held as part of the Ball Colegrave Summer Spectacular this week.
The eye tracking research took place at Hilltop Garden Centre earlier this year and the initial findings already highlight some key points that can be acted upon to increase sales. The full research analysis will be completed and presented at the HTA Futures conference in September.
Three of the results that Boyd and his Hilltop team have been able to work upon are:
1. Watering. The eye tracking clearly shows that when watering is taking place customers spend more time focussed on the potential trip hazards rather than looking at the plants they intended to purchase. Hilltop solution: employ someone to come in and water at 5.30am through until 9am so that no hoses are out as potential hazards and sales distractions during opening hours.
2. Living labels. Living labels are big attractions and focal points – the bigger, more colourful and more scented the better. Hilltop solution: make more of arches to display climbing plants and use signs to give customers permission to enjoy the scent of plants.
3. Plants first, labels second. The eye tracking illustrated that customers look at plants first - flowers in particular - and only after looking at a plant or group of plants do they look at the signs and labels. Hilltop solution: Don't place any POS in front of plants. Put good signage at head height, clearly visible behind where the plants are displayed, and use bigger fonts – 98% of adults over 50 need to wear glasses.
Places to attend the HTA Futures Conference, to be held on September 30 at Heythrop Park, Oxfordshire can be purchased at www.gardenfutures.org.uk
GTN Bestsellers Top 50 sales volumes compared to the same week last year...
- Garden Products – up 5%
- Veg-2-Gro Products – up 22%
- Growing Media – up 10%
- All items index – up 9%
To subscribe to GTN Bestsellers email karen.pfeiffer@tgcmc.co.uk
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