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