How do we get younger consumers into our industry? Targeted products, social media, school gardening clubs, and lively workshops or play areas that keep kids entertained and parents shopping were among the answers to one of the industries most pressing questions asked at Glee 2013.
Working with the Horticultural Trades Association (HTA), Glee 2013 put this vital issue to an expert panel featuring David Denny, HTA; Jackie Eades, Briers; Matthew Bent, Bents, and Simon Bourne, Perrywood Garden centre, during its Knowledge Hub seminar ‘Appealing to a younger audience’.
During the 45 minute topical debate the panel gave insight into how they would move the garden centre market forward focusing on several factors: Who are the younger consumers? How do we appeal to them? Who in the industry can we learn from? What trends should we be following?
Newborns, school children, teenagers and young new home owners were all in the mix with the suggestion that there is a need to cover all the family life stages. The lifestyle of mums and their babies, the relationship between grandparents and their grandchildren, and building connections with schools to help with projects and offer workshops were also considered potential areas of focus.
In the area of gaining product interest and using merchandising tactics to appeal to the young shopper the panel referred to toys, books and dvds as well as fun garden related products for the child that will make them want to go outside, and simple how to displays that offered advice and guidance as to what they should be doing in their garden now for the adult young consumer. Practical solutions that make gardens enjoyable and a place to entertain, like plants in coloured containers, were also given approval. The panel went on to debate the idea that the garden centre should be split into zones to separate the younger shopper from the older, more practiced gardener. Products could be supplied in different ways to suit consumers with different gardening experience.
Trend forecasting to find colours, materials and activities that will be popular in six months time was recommended by the panel who suggested looking to fashion designers for inspiration. Practising social media to develop an interactive rapport with consumers through Trip Advisor, Facebook and Twitter was also noted with particular reference to using quirky posts that feature plants, animals and colours.
The panel session ended with a final piece of inspiration that we should look to the food industry revolution for ideas on how to become more exciting, enjoyable and appealing to younger consumers.
