MARCH 2017

Retailers who focus on leisure interests—cookware shops, bookstore, pet stores, and yes, garden centers—succeed when they can deliver an experience that makes customers feel special by being there. Remind your customers of your expertise and understanding of their needs.  Consider the “Staff recommends” display at the bookstore, for example, or the dog washing station at the pet store. Are there ideas here you can steal?

Although online shopping continues to rise, consumers will always make the effort to shop locally when they feel the in-person experience is truly relevant and personalized to their needs.  For garden centers, relevance often comes through knowledge sharing. How do you make sure your customers know that you care enough about their success?  We’ve noticed our retail partners using 3 methods to do this: signage, knowledgeable staff, and of course, the smartphone. 

The rise of mobile phone usage has meant that more shoppers are researching before they enter the store, but this doesn’t mean they have all the answers.  It does mean, however, that your garden center staff should be ready to interact with customers using their smartphone as a teaching tool. According to Digital Signage Today, 75% of customers use phones to research products while shopping in store. Do you have Monrovia.com’s site at your fingertips? Your favorite how-to videos downloaded and ready to go? The more you can cater to the learning style of your customer, the more satisfying the experience.

PSST:  When it comes to plant knowledge, our Monrovia Sales Craftsmen are an often undertapped resource.  As horticultural experts, they can help train your staff and make them feel more comfortable talking about our plants and their uses.  Consider inviting us in to answer questions on newer varieties, popular ways to use them in your region, and other interesting advice that will help your staff become even more knowledgeable.

 YOUR LOYAL FANS WANT MORE

The old truth: Beginning gardeners need a lot of information.

The new truth: Dedicated gardeners seek out a lot MORE information.

One of the insights we learned from our Consumer Insight Study is that Dedicated Gardeners—the passionate hobbyists—are high information seekers. They go BIG and are not afraid of big projects or big risks. They enjoy chatting with garden center staff and learning when they visit. “I want to know everything I can know. Will this take shade to medium sun? Is it in the same family as something I’ve already got? Don’t dumb it down for me.” 

These gardeners are not price sensitive, and not looking for the safest or most easy care plants. They seek new and different. They are the least likely to shop impulsively—they like to plan ahead.

HOW TO APPEAL TO DEDICATED GARDENERS

• Speak to them about the love of gardening. Reinforce their passion.
• Don’t be afraid to have advanced info on plants and plant care in your newsletter and on your website, where they will likely go for more information.
• Provide a sense of community at the garden center: expert talks, meet ups with others passionate about their plant category.  The Fern Lovers club, Shady Gardeners Sunday Coffee Talk.
• Invite your Monrovia Sales Craftsman to give a talk or training on a special topic. Our craftsmen are horticultural experts, and can give your garden center a distinct difference by providing in-depth information on everything from how to prune a boxwood to selecting the best privacy hedges for your region.
• They like what’s different. Mark items as NEW or INTERESTING, and feature WHAT’S HOT THIS SEASON.
• They like to plan. Give them sample garden layouts that can be used in their planning process. Promote bigger risk projects, such as a “year-round color border” or "layering your garden."

DEDICATED GARDENERS AT A GLANCE

Most likely over age 50, have more time for gardening.

Not price sensitive: will splurge on quality and difference.

Love all aspects of gardening: maintenance is not a chore.

Rarely hire a pro.

Shop and browse multiple times in planning process.

PLANT PICK OF THE MONTH

I was so excited to try Baby Cakes™ Blackberry, from Bushel and Berry, that I bought two plants, one for myself and one for my neighbor.  She had never heard of a thornless blackberry, so she was doubly delighted by my gift. This one stays compact, perfect for smaller suburban backyards like mine.  It even does well in a pot. Though other growers may grow this variety, the Monrovia difference is easy to see: we train this blackberry on bamboo stakes, to promote the best structure and circulation for a healthy plant.  A Monrovia berry plant is also grown in our custom edible soil mix, to ensure flowers and fruit the first season.  

Display this beauty in a pot at the front of your store with a “Go Thornless!” to spotlight its unique feature.

Soil Prep Video

Pollinator Garden How To