- Business Development Manager
- Breeding Trial Specialist
- Farm Manager Abu ADhabi
- Key Account Manager Canada and USA
- Export Sales Manager Europe Division
- Directors - New Zealand
- Nursery Production Manager Victoria Australia
- Technical Sales Consultant, Washington
- Export Sales Manager North America Exports
Top 5 -yesterday
- US: "Mother's Day rocked at supermarkets, but potted plants did not perform well"
- US: Byfield greenhouse, scene of a fatal accident, will reopen on Saturday
- Prepping up for the future: challenges now and then
- Court rejects California's blanket approval of pesticide spraying
- Avianca Cargo will bring additional freighters to expand its fleet capacity by up to 70%
Top 5 -last week
Top 5 -last month
- Esmeralda Farms acquires Sande Flowers
- OptiBoost sees commercial breakthrough in retail, taking technology worldwide
- Colombia: "The main challenge this year is to meet the demand"
- China: New pot flower production greenhouse complex blooming in Jinan
- “The unusual flower color is the obvious attraction”
UK: Work together to maximise opportunities for plant retailing
Ball Colegrave Summer showcase.
Understanding your customers and their needs and wants are critical, and the latest findings from the HTA eye tracker research highlighted the importance of viewing the customer experience through their eyes. Boyd Douglas-Davies, whose Hillview Group is working with the HTA on the eye tracker project, commented on how it is proving to be invaluable to really see how your customers view and shop the plant area. "You may think you know your garden centre and customers, but believe me you don't," he said. Clear lines of sight, physical barriers such as hoses, eye level of displays, availability of trolleys and baskets, visible pricing and positioning of signage are just a few of the areas highlighted within the research.
Andy Bunker from Alton Garden Centre and plant buying chair for the Tillington Group, spoke about the changing nature of customers and their desire to find solutions that look good and provide colour. Within his centre he has seen a huge shift towards seasonal plants and plants that ‘have their moment’. Lavenders and this year in particular, supersize lupins have been particularly popular with demand outstripping supply. The relationship between growers and retailers is incredibly important to the success of these sales and he encouraged growers to talk to retailers early in the planning stage to have the maximum benefit.
Kevin Waters encouraged garden retailers to re-engage with their customers and "become an authority on plants rather than just sell a commodity." He spoke about the importance of creating a brand and culture within businesses that really involves staff and then passes onto customers. Keep the messages simple and help customers shop by providing recipe cards, living labels, solutions, stories and integrating the plant offer throughout the whole store. Kevin also encouraged people to think about the need to provide different solutions for different customers e.g. an older gardener will be looking for a different grow your own solution to a young family.
Speaking about the importance of new plant introductions, Graham Spencer from Plants for Europe, encouraged people not to be frightened of trying something new. However, he stressed how it is not enough just to say that something is new – "you need to talk about the benefits, tell the story behind the plant, capitalise on media exposure and make use of the point of sale materials often provided." Alongside new plants there are also the ‘new to you’ plants which also provide huge opportunities. Customers still want pretty, colourful plants that are appropriate for their needs and wants. Closer relationships between growers and retailers are key and Graham also encouraged retailers to visit the Flower Trials in Holland and Germany so that they have a heads up on introductions that will come in a few years down the line.
"We have the best product and still get really excited about new plants and we need to pass this onto our customers’ said Neil Grant from Ferndale Garden Centre. We do need to look at who are customers are and provide for their differing needs though. He spoke about the opportunities to influence those customers through the traditional media and social media, particularly during the non-gardening time in the early part of the year when people are ‘winter daydreaming’. We need to be creative in our approach and find the stories to tell, working with growers to achieve this. Neil concluded, "It is the most exciting time ever for the industry. Customers are hungry for it and are looking for something fun, rewarding, easy and it has to look good."
Many thanks to event sponsors – XL Horticulture, Floramedia, Alpha Packaging, EcoVision and HTA Utilities.
The Ball Colegrave Summer Showcase (which runs until Friday 31 July) provided an incredible and inspirational backdrop for the event with innovative displays and a mass of colour from the trial grounds. Make sure you visit if you haven’t done so already! For more information visit http://www.ballcolegrave.co.uk/Growers/_Tradeopendays.aspx
For more information
Horticultural Trades Association
19 High Street
T: +44 (0)118 930 3132
Fax: +44 (0)118 932 3453
NGGV: +44 (0)118 930 2092
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2022-05-27 National Plant Show’s new plant awards - sustainability at the forefront
- 2022-05-27 Cariboo nursery celebrates 65 years in bloom
- 2022-05-26 UK: Demonstrating the importance of peat bogs and the environmental damage at the exhibition
- 2022-05-26 Registration for the program of the IPM Summer Edition now starting
- 2022-05-26 These are the finalists and judges for Young International Grower of the Year 2022
- 2022-05-26 UK: HTA and APL members win big at RHS Chelsea Flower Show 2022
- 2022-05-26 Beijing Florascape: Flower consumption has changed to personalized development of multiple varieties
- 2022-05-25 US: Florist received Local American Awards in three regions
- 2022-05-25 US (IL): The Gardens at Ball to take place in West Chicago
- 2022-05-25 Commencing today: Agritechnica Asia & Horti Asia
- 2022-05-25 UK: A Greenfield-based greenhouse manufacturer is exhibiting at the Chelsea Flower Show
- 2022-05-25 UK: Kennett Blooms Floral Flash will feature thousands of blooms artfully arranged by floral designers
- 2022-05-25 US: The 5th annual Sunflower festival at Fair Grove farm will feature 30,000 sunflowers
- 2022-05-24 India: Two-day flower show in Srinagar begins on the 20th of May
- 2022-05-24 The Deadline for SAF's Marketer of the Year Contest is approaching
- 2022-05-24 Dream Foundation raised more than $140,000
- 2022-05-23 Chelsea flower show 2022: Plant of the Year
- 2022-05-23 The results of the first round of voting for the Glazen Tulp Award have been announced
- 2022-05-23 Drag Queen Sissy Lea opens the Garden of Exaggerated Beauty at Capel Manor Patron’s Day
- 2022-05-20 US: University partnership to explore pollinators