24 Feb 2011

Main Points & More from John Stanley GCAI Retail Seminar and Workshop.

HortiTrends asked John Stanley for a breakdown of his recent seminar for those who were not lucky enough to have attended on the day. He has also supplied us with a PDF of the powerpoint presentation he gave on the day with the kind permission of the GCAI who realize that in order for our sector to thrive we must get better at swapping information that is useful to individual sectors within horticulture. A big thank you to John Stanley and Anne Mc Kenna.

1. The consumer has changed and their expectations have changed and garden centres must change the way they merchandise, display and market to meet the needs of the changed consumer. In addition they must focus on values, be authentic, be honest with their customers. That means a change in labelling and signage to do this.

2.  Following on from a talk by a trend economist that we heard a couple of weeks ago, and that John has mentioned in one of his latest newsletters, there is going to be a small economic recovery in the next couple of years, so the time to act to make the changes that are needed is now. There is no time for delays, garden centres must act now as there will be another downturn in 2018.

3. Garden centres must focus their marketing on the 35 - 45 year old woman as that age bracket is the biggest spender at the moment.  That age bracket use the mobile phone as an essential item and therefore mobile marketing and social media are two essential elements that garden centres must use for their marketing strategies.

4. Consumers values have changed and every garden centre must read the book 'Spend Shift' to understand how consumer values have changed. Garden centres must respond to this change of values by establishing their own set of values for their own business and marketing of their values to the consumer.

Click here to view presentation.
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