Hi Gardener,
We’d like to introduce you to your new favorite customer...
“I like making my outdoors look good. I believe you reap what you sow, right? It’s like a lot of things in life. The more you put into it, the more you get out,” says Amy, 34.
Amy is a Zen Gardener*, a rapidly growing segment of the market that feels a strong emotional connection to plants and gardening because of the way it connects her to other parts of her life, people, and the planet. We identified the Zen Gardener from the in-depth consumer study we began in 2014, and we continue to track their behavior every year. Monrovia invested in its own consumer research to understand not only the demographics of our customer, but their psychographic needs and motivations as well. There are 4 personas in the market, and you’ll be reading more about them in future editions of this newsletter.
But back to Zens like Amy: When she visits her garden center, it’s not a weekend chore. It’s a relaxing experience. “I give myself plenty of time to explore. I like to see what’s different and new.”
This market segment is more likely to shop year-round, spend the most dollars annually, and be brand interested and loyal. They’re impulse buyers, the kind who see a plant they love and find the right place for it later.
