But how can we gain those important consumer and market insights in order to actively drive sales volumes?
This is the key question being addressed in outcome two of the nursery industry’s latest Strategic Investment Plan (SIP).
The SIP outlines the R&D and marketing priorities for the next five years and is designed to promote innovation, increase demand for nursery stock and ensure a strong, sustainable nursery industry.
Importantly, the outcomes, which have been identified in consultation with growers, are aimed at providing real returns on grower investment.
Outcome two seeks to deliver increased marketing effectiveness and efficiency, and better decision making based upon increased industry knowledge.
The three key strategies to achieve outcome two are:
- Obtain a better understanding of the consumer, their requirements and reasons for buying or not buying green life products or services.
- Obtain better industry intelligence including value of industry, and people employed.
- Disseminate industry information and insights to growers and key stakeholders.
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