FRANSE SHOPPER IN TUINCENTRUM WIL MEER STRUCTUUR

FRANSE SHOPPER IN TUINCENTRUM WIL
MEER STRUCTUUR
Onderzoek onder Franse shoppers van kamerplanten in een tuincentrum
PT 2012-04, februari 2012
FRANSE SHOPPER IN TUINCENTRUM WIL
MEER STRUCTUUR
Onderzoek onder Franse shoppers van kamerplanten in een tuincentrum
Auteur
Functie
Telefoon
e-mail
Remy Vermeire
sen. projectleider marktonderzoek
079-3470648
[email protected]
Productschap Tuinbouw, Postbus 280, 2700 AG Zoetermeer
Telefoon 079 – 347 07 07 email [email protected] internet www.tuinbouw.nl
Alle rechten voorbehouden. Niets uit deze uitgave mag vermenigvuldigd en/of openbaar gemaakt worden door middel van druk, fotokopie,
microfilm of op welke wijze dan ook zonder toestemming van de uitgever of auteur.
Inhoudsopgave
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Inleiding
Key insights and actions
Store environment is experienced confusing and messy
Houseplants have a very strong emotional dimension
Consumers choose their plants with living areas in mind
Consumers seldom notice and understand POS communication
Information about pricing and plants is not optimal
Four different consumers profiles can be distinguished
Most choices are made by means of type (size) and color
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34
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47
53
62
Samenvatting
Franse shoppers van kamerplanten in het tuincentrum hebben behoefte aan meer structuur
Franse shoppers van kamerplanten in het tuincentrum hebben vaak moeite om een structuur in de
kamerplantenafdeling te herkennen, wat het navigeren over de afdeling bemoeilijkt. Dit blijkt uit
onderzoek van het Productschap Tuinbouw. Grote en kleine planten staan door elkaar en tussen de
planten is weinig ruimte. Als een Franse shopper op zoek gaat naar een kamerplant staat vaak al
vast of het een bloeiende of groene kamerplant moet worden en de grootte van de plant. De plaats
waar de plant in huis moet of kan staan, bepaalt namelijk de grootte van de plant. Een duidelijke,
heldere indeling van de afdeling helpt de Franse shopper een beslissing te nemen tijdens het
koopproces. Het zorgt er ook voor dat de shopper zich sneller laat verleiden tot het kopen van een
onbekende plant of tot een extra aankoop. Daarnaast is het belangrijk dat de afdeling een verzorgde
indruk maakt. Dit heeft een positief effect op de kwaliteitsperceptie van de shopper.
Vermijd een supermarktsfeer
Franse consumenten voelen een sterke emotionele binding met kamerplanten. Een liefdevolle wijze
van presenteren, die eer doet aan de planten, is daarom voor de Franse shoppers van groot belang
en een sfeer die de shopper ook zoekt en verwacht in het tuincentrum. Een duidelijk onderscheid
met de wijze waarop Franse super- en hypermarkten kamerplanten verkopen, is gewenst. De
kwaliteit van de planten in het tuincentrum, een goed verzorgd uiterlijk en een afdeling waar
aandacht is besteed, dragen bij tot dit onderscheid. Product displays en POS materiaal dienen voor
de shopper ook als inspiratiebron.
1
Samenvatting
Zorg voor een huiselijke sfeer
Shoppers lopen door de kamerplantenafdeling met in hun achterhoofd de plaats in het huis voor de
plant. Een huiselijke sfeer op de afdeling ondersteunt dit denkproces.
Effectiviteit POS materiaal kan beter
Shoppers zijn in eerste instantie vooral op het product gericht. De opstelling van POS materiaal in
de tuincentra houdt hier onvoldoende rekening mee waardoor slechts weinig shoppers het materiaal
opmerken. Daarnaast moet de boodschap direct helder en duidelijk zijn. Vormgeving en kleurstelling
moeten matchen met de sfeer van de afdeling.
Informatievoorziening kan beter
Franse shoppers hebben vaak een bepaalde prijsrange in het hoofd waarbinnen de aankoop moet
vallen. Hoewel de prijs zeker niet leidend is in het koopproces, verwacht de shopper duidelijke
prijsinformatie. Moeilijk vindbare prijsinformatie of het ontbreken van prijsinformatie leiden tot
irritaties en frustreren het koopproces.
Ook gemakkelijk toegankelijke en begrijpbare verzorgingsinformatie vindt de Franse shopper
belangrijk. Hierin is nog een verbeterslag te maken. Shoppers geven aan dat informatiekaartjes niet
altijd gemakkelijk te vinden zijn en soms te kleine letters bevatten zodat de informatie niet leesbaar
is. Beschikbaar en deskundig personeel op de afdeling wordt daarom door de shoppers erg
gewaardeerd.
2
Samenvatting
Grote (groene) planten meer een bewuste keus
Het kopen van een grote plant ervaart de Franse shopper als een bewuste keuze en is minder snel
een spontane aankoop. Deze planten vragen ruimte in huis en vaak is ook de prijs wat hoger. Dit
maakt dat naast emotie ook rationele factoren het koopproces bepalen. Een barrière tijdens dit
koopproces is een voor de shopper onlogische indeling van de planten gecombineerd met een
gebrek aan kennis. Een clustering van de planten naar grootte, standplaats (zon/schaduw) en
verzorgingsbehoefte faciliteert veel meer het keuze- en koopproces van de shopper.
Nog veel potentie tot verleiding
Bijna 30% van de shoppers laat de keuze van de plant geheel afhangen van wat hij of zij ziet in het
tuincentrum. De overige 70% heeft al enig idee. Hierbij is vooral de kleur (groen of bloeiend) en de
grootte van de plant al redelijk vastomlijnd. Alle andere zaken staan in meer of mindere mate nog
open en worden op de winkelvloer beslist. Slechts 30% heeft een exact budget in het hoofd.
Vrijwel iedere shopper met een koopintentie voor een plant doet een aankoop. Van de shopper die
geen concrete aankoopplannen hadden liet bijna de helft zich verleiden tot een aankoop.
3
1 Inleiding
Waarom shopperonderzoek
Het tuincentrum is in Frankrijk voor de aankoop van kamerplanten een belangrijk aankoopkanaal. In
2010 had het tuincentrum een marktaandeel van circa 25% in de bestedingen aan kamerplanten.
Consumenten kopen kamerplanten bij het tuincentrum vooral vanwege de grote keus en de vrijheid
die men heeft om een keuze te maken. We willen graag de shopper van kamerplanten, specifiek in
het tuincentrum, beter leren kennen. Wat gebeurt er daadwerkelijk op de winkelvloer. Daarbij is de
uitdaging om steeds meer te ontrafelen wat er in het hoofd van de shopper (de black box) gebeurt
tijdens het koopproces. Wat ziet de shopper (niet), wat ervaart de shopper (niet), wat triggert de
shopper, wat stimuleert de shopper of wat houdt de shopper juist tegen op de kamerplantenafdeling
van een tuincentrum.
Doel van het onderzoek
Doel van het onderzoek is meer inzicht te krijgen in de factoren die een rol spelen bij en tijdens het
kopen van kamerplanten door Franse shoppers in een tuincentrum:
• Achterhalen van factoren (triggers en barrières) die de koopbeslissing op de
winkelvloer van de kamerafdeling beïnvloeden.
• Inzicht krijgen in de effecten van instore media op het shoppergedrag
4
Methode van onderzoek
In het aankoopproces kunnen we drie fases onderscheiden:
Dit onderzoek concentreert zich op wat er op de
kamerplantenafdeling in het tuincentrum allemaal met de shopper
gebeurt. Hiervoor zijn twee verschillende onderzoeksmethodieken
ingezet:
1. VOOR BEZOEK
TUINCENTRUM
2. IN HET
TUINCENTRUM
3. NA BEZOEK
TUINCENTRUM
Verdiepende interviews gecombineerd met camerabril
15 potentiële kopers van kamerplanten hebben met een camerabril
op één of meerdere kamerplanten gekocht. Door de camera wordt
vastgelegd waar de shopper naar kijkt, hoe zijn shopping trip
verloopt etc. Na de shopping trip zijn de shoppers uitgebreid
geïnterviewd waarbij men geconfronteerd is met de beelden van
zijn eigen aankoopgedrag. Dit geeft meer inzicht in de bewuste en
onbewuste factoren die een (positieve of negatieve) rol spelen
tijdens het koopproces. De 15 diepte-interviews zijn gehouden in 3
verschillende Franse tuincentra in en rondom Lyon. In alle drie de
tuincentra was de kamerplantenafdeling direct na de entree
gelegen. Dit is bij veel tuincentra in Frankrijk het geval.
5
Villaverde
Jardiland
Botanic
Exit interviews
Exit interviews zijn ingezet om meer inzicht te krijgen in de
conversietrechter bij het kopen van kamerplanten in een
tuincentrum. Bepaald wordt hoeveel van de potentiële kopers
daadwerkelijk tot een aankoop zijn over gegaan en of deze aankoop
ook aansluit bij hun initiële plan met betrekking tot soort en te
bestede bedrag.
In totaal zijn 150 exit interviews gehouden eveneens verdeeld over
de 3 tuincentra. Aan het onderzoek hebben zowel mannen als
vrouwen deelgenomen in de leeftijd van 18 t/m 65 jaar.
Leeswijzer
In de volgende hoofdstukken worden de onderzoeksresultaten weergegeven zoals het
onderzoeksbureau deze heeft gerapporteerd. Hoofdstuk 2 bevat de belangrijkste conclusies (key
insights) die vervolgens in de hoofdstukken daarna worden toegelicht.
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2 Key insights and Actions
7
Key Insights (1)
Growth Insights
Actions you should undertake to drive
growth
1. Store environment is experienced as
„confusing and messy‟
Make sure that you meet the basic rule for retailing: a tidy
well organized store. Furthermore, reorganize your store
in such a way that remove one of the most important
sales and conversion barriers: confusion! If you design a
new lay out you should test it in order to see if it is
improved.
2. Houseplants have a very strong emotional
dimension and consumers are looking for
inspiration
Your whole store experience should be in line with this
and it should inspire consumers (POS communication,
product display, environment etc). A Garden center
should not adopt the codes of supermarkets in promoting
their products!
3. Consumers chose their plants with the
different living areas in mind
You can facilitate this process by showing plants in
different living areas (this will optimize conversion: buy
more & faster)
8
Key Insights (2)
Growth Insights
4. Consumers seldom notice and
understand in store communication and
POS communication
Actions you should undertake to drive
growth
1.
2.
Make sure you place your communication in such a
way that consumers have the opportunity to see!
Redesign the look and feel of your communication in
line with the meaning of house plants
5. Information about pricing and plants is
not optimal and hard to read and find for
consumers
6. We found 4 different consumer
profiles
You can capitalize on the different needs the different
segments have by creating different experiences for
each need. E.g. create and surprise impulsivity for the
„design freaks
7. Most choices are made by means of type
(size) and color
When reorganizing your store, keep this in mind. E.g
create small well defined islets, presentations like „at
home‟, highlight and decorate product offer for easier
navigation et cetera.
9
Where should you start when establishing priorities?
Start with the things which are relatively easy to influence such as:
1
Store environment (make sure the store is tidy = precondition)
2
Improving POS communication (price tags, product info etc)
3
Improving in-store communication (flags, boards, displays etc)
4
Improving store lay out. Reorganize. However this will have much more impact
because designing and implementing a total new lay out can have a lot of
impact (time, money, effort).
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3 Store environment is experienced confusing and
messy
11
Observed barrier: neglect and untidy presentation
Neglect, lacking care, tattered and wet papers
“Knowing that plants need gentle care, I want it to be well-kept,
when you buy them”
Untidy, presence of a
garden hose may be
perceived as a
negligence
“it looks neglected”
A vegetal wall with faded leaves, a „neglected‟ Bonzaï presentation on the
shelf  In opposition to the regular care that should be provided to plants
Taking care of the plants is essential to fit the home plants‟ universe
12
Observed barrier: Jumble look
Jumble look, a heap of plants (Vs choice)
 Spatial concentration and denying access
inhibits exploration
“it should be more airy, the bonsai were tightly
put all together, idem for the orchids, it looks like
mass production, you have the impression that
everything has to be sold out on one day, it
reminds me the pasta shelf of Auchan (big French
supermarket)”
 Large volumes in front hiding small objects
in the back (pots)
Bring comfort into the purchase process: space, aeration, in order to improve the
products‟ visibility (especially for the big green plants)
13
Observed barrier: lack of categorization
Lacking apparent logical structure is
disturbing
 Heterogeneous sizes, colours, plant
categories, lack of homogeneity, that
obliges the shopper to go back and forth or
to create himself his own points of
reference
“when you see all the plants like this, all ones
against the others, you cannot get a clear idea
about the volume of the plant and if I like it or
not”
”I felt like having gone back and forth many
times, everything was clumped together, the
green plants were in the back of the shop”
Increase legibility and clarity. Suggestion: a plant clustering by size, regroup by
colours. The shelf has to evoke curiosity and stimulate desire
14
Observed trigger: airy and organized lay-out
Dedicated areas, well defined universes by plant
family: orchids, cactus, bonsais, cyclamens, snail
plants …..in touch with the exposed plant universe
“they have created quite nice families for the orchids, the
flecked ones, the tall ones and in front the very small ”
(Vs green plants less well highlighted, packed all
together = an offer less well understood and explored)
“the green plants look more like a mess”
Airy and bright areas, that allows a good visibility of
the plants and the different colors (Vs heap and half
light)
“An airy area with a capital, there are only 50.000 plants, yes,
this makes me feel like having a closer look at it”
Creating a logic increases comfort and add visual clues
allowing easy discrimination, to increase the probability of
purchase
15
If no point of reference is available: customer sticks to
familiar plants
Without any point of reference, the shopper is lost in the product
offer and shows different strategies for orientation:
• Some areas are explored only superficially, when passing
by: no stops, no product investigation, no selection
•
The shopper falls back on products he already knows
(purchased or already noticed)
Reinforced support and guidance are necessary here!
16
Shopper show difficulty locating the product offer,
especially for green plants
However, shoppers show difficulties to discriminate and locate the remaining product offer,
which is mainly due to :
• Lacking knowledge and expertise among consumers, more or less pronounced within the
profiles
• Lacking logical organization of the product offer (size, price, sun/shadow, care, condensed)
Especially for the green plants, where orientation and
selection may be tedious and discouraging:




A universe the shopper usually does not know well
Requires extra discrimination efforts (sizes, leaves,) vs.
visible and distinct color discrimination for the flowery plants
(++ tall green plants with “common” shapes)
Often voluminous plants that requires more space at
home, making the purchase process more rational
Especially for taller green plants: more expensive, thus
requiring a higher financial investment
17
We observe better performance for….
1
2
Small well defined islets (Orchids, Cactuses, Cyclamens … ) without too clear
divisions and proposing a circle route vs. straight floor route, boring (only
partial view of the offer).
Division into “intimate” and “protected” mini areas – easier to approach and
understand, invites to spend time to explore the product offer vs. square
areas, with a too dense and badly aerated product offer, that makes
exploration more tiring and complex.
3
Highlighted and decorated product offer that makes navigation easier and
friendlier. For example plants presented in colored pots and presentations like
“at home”: a bed or a lamp or a table or a sideboard, via a declination of pot
colours or flowers or wooden presentations.
4
Avoid multiple locations of the same offer (annoying, upsetting…) reducing
the comfort during de purchase process
18
Actions to better guide the customer through the offer and
tempt him to buy
The POS environment should allow the shopper to feel at ease and invite him to go for a
gentle walk, to roam and purchase (cozy atmosphere, soft music, clear and visible
signage, trim presentation of the plants, clear, may be even interactive information…)
• Create a logical progression between green plants and flowers : especially in the beginning of
his shopping visit, the shopper needs visual guidance to the plant category he searches. Then,
especially the green plant section requires a clear structure of the product offer : organized by
size (from small to tall) and span, in order to give the shopper the feeling of an organized
“jungle”.
• Create areas separated by family (ex cactus, orchid, cyclamens ….) that allow a good
readability of the offer and induces appeal
• Make the offer clearer and simpler: introduce families with vulgarized names (ex elephant
plant…)
• Strive for a careful and neat presentation by proposing healthy looking plants (vs. faded,
damaged or yellowed leaves…)
19
Actions to improve green plant section
•
•
•
For the green plants: create a meaningful and logical offer:
Segment and clarify the green plant product offer (discouraged by
lack of information about plants, the shopper does not explore the area
thoroughly  leads to “dead” i.e. non-visited areas)
Create clear separations between the families and sub
families/categories (ex. one category by islet) with display of a photo per
category
Create different visual angles for the green plants, in order to increase
the visibility of each plant (or family): they have to be visible from a great
distance
• Air the presentation,
• Propose a vertical distribution (stair-step or pyramidal)
« the tall plants are not visible enough. You should put them on
a stair step so that they can be seen from a great distance, and
so that they do not hide behind the other plants”
• Regroup by size (key organizer), it also improves the visibility from
large and small distances
20
Main insight: Store environment is experienced as
„confusing and messy‟
Growth Insights
Actions you should undertake to drive
growth
1. Neglect and untidiness obstruct the
purchase process.
Make sure that you meet the basic rule for retailing: a
tidy well-kept store.
2. Not well categorized plant sections create
confusion.
Organize your store by clustering by size and regroup
by colors.
3. If the customer is not guided, he/she will
stick to the familiar plants.
Create a logical progression between green plants and
flowers and add visual clues. Segment and clarify the
green plant product offer, as green plants are more
difficult to discriminate and locate.
21
4 Houseplants have a very strong emotional
dimension
22
In France house plants are considered to be more special
Before talking about the point of purchase, it is important to mention an significant
characteristic of the French market that differentiates it from the Dutch market.
• In Holland, plants are overall very much considered as “every day“ and “normal“, whereas
we feel that in France plants have a slightly different role.
• They are more “special “, less every-day and are truly appreciated for their decorative
dimension.
• If one owns less plants, the ones possessed are often cherished. We even believe that
some plants have a cultural dimension.
23
Be aware of the difference in image between garden
center and supermarket in France
• In France the visit to a garden center is to be clearly distinguished from the visit to a supermarket.
In the latter one buys everyday products and tries to save money; one goes there out of necessity.
The visit to the garden center on the other hand is a pleasure, an enjoyable outing.
• This observation is important because it conditions also the expectations for the place where one
buys one‟s plants: a garden center should NOT adopt the codes of supermarkets in promoting their
products.
• We think that overall POS materials, actions etc, should be in line with the values attached to
buying and owning plants. Be aware of the difference in image between garden center and
supermarket in France (feelings of well being, serenity, warmth etc… ) and should stay away
from codes used in the supermarket.
Hence communication in general should stay close to codes of naturalness/ authenticity, warmth/ comfort to
present and promote products.
Optimizing
P.O.S
materials
We think that this is an important reason why the POS materials shown in the 3 shops were very poorly
appreciated: they are too close to supermarket universe. When communication and promotion materials
are designed, ideally these should contribute to the beauty / authenticity of the environment and make
sense.
Today's shopper believes there are a lot of nice / beautiful plants however elements do not stand out
enough (an example from the research: elephant plant, considered as an innovation/ interesting, use
elements that evoke it‟s natural environment, why this name, use «elephant « decoration/imagery…).
NB It remains that the shopper is also interested in promotional actions that offer an immediate price advantage
24
Visit of a botanic store has to nourish
A visit to the garden center needs to create a state of well
being and relaxation

A visit is rather associated with a idyllic country walk than a
store visit and is in strong contrast with routine purchases at
the supermarket .

A strong pleasure dimension during the visit: an exploring
and inspiring activity without time constraints that may be
present for routine activities

The purchase place has to nourish, even sublimate the
reflection about the plant choice.
“it gives me energy before or
after work : The visit here is
just like a leisure activity or a
sports activity, a moment of
discovery and calm”
The botanic store : a resourceful place and welcomed “green” break vs.
stressful daily life
25
Observed barrier: store lay-out often too close to a
supermarket atmosphere
A creeper that is not
Pots are not well emphasized
“it looks like a storage”
“you should group them by color, it looks like they
have been just put there”
well emphasized
“plants you can
suspend are not
visible enough, you
have to put them at
man’s-high”
A meaningful
element (the water
fountain) in a cold
zone, not integrated
at the core heart of
the plant section
Atmospheres should be created, products high lightened and
emphasised with link to the Life. Example: exposition of plants with
pots (more aesthetical and appealing vs. pot stacking under the
shelf)
26
In a garden center reminiscences of the customers‟
personal history is activated
The strong emotional dimension plays an
important role in the purchase process
• The plants and decoration in the store
activate reminiscences of the
consumer‟s personal history.
• …and may orient his choice
ex. : The presence of teddy bears activate the
mother’s thoughts of her child
ex: A specific flower may be associated to a
beloved/hated person
“I noticed the decoration with the bed and the
teddy bears, I found this lovely, and it made me
think of my children, it’s a bit cocooning, the
plants are part of our family’s life”
“when I see Anthurium, I think of my mother in
law, and I don’t like Anthurium, because my
mother in law has some, she has many of these
flowers, and it upsets me”
27
House plant fulfills three types of values and purposes
in a customer‟s life
The house plant as a
comfort and connection to
loved ones
The houseplant as a
symbol of life
SERENITY / WELL BEING
The house plant for pleasure
REASSURANCE /
RECOMFORTING
PLEASURE /
SENSORIALITY
Thanks to its symbolic dimensions, the
house plant allows the owner to give
sense to his housing environment and
root himself in this environment.
28
The houseplant as a symbol of life



The cycle of nature and life : birth – life – death,
seasonality, passing time, resurrection
Our interior nature, authenticity, with its specific
and unchangeable rhythm in contrast to the
superficial and frenetic outside social world.
The image of the green plant to be more
robust/long-lasting than flowers, more
evanescent.
“A house without plants is a little bit
empty, like dead, even if furniture is in
it”
“It is nature, you can see them evolve
throughout the seasons, it reminds
me of my garden that I miss”
“Plants create a certain kind of
balance, like a cat or a dog, plants are
an important part of life”
“When I was young, I gave a small
Yucca cutting to my mother. The
cutting grew into a big tree and now
she gave me a cutting from this tree
that makes me think of my mother”
Creates: SERENITY / WELL BEING
29
The house plant as a comfort and connection to loved
ones

Symbolizes the presence of a beloved person

The presence of a “living element” allows to better
overcome difficult personal turning points (divorce,
children leaving home, death of a beloved person)
Creates: REASSURANCE / RECOMFORTING
“The amaryllis is a beautiful plant,
it makes me recall my husband’s
grandmother. A plant can provide
you with plenty of memories”
“I have a Christmas rose, I love it
very much, because my
grandmother gave it to me”
“I cannot imagine my house
without plants, I have recently
divorced, I have moved on with
my daughter and so I purchased
plants immediately. The thought
of an empty house was
unbearable for me”
30
The house plant for pleasure



“it brings joy to your home”
A strong sensorial dimension: colours, sizes,
perfumes, shapes textures…
Botanic and decorative dimension : aesthetic,
contributes to achieve a balance in interior
architecture and design, allows to nicely enrich the
environment
Brings a touch of joy into life  offers “an escape”
from every day life
“I put flower plants inside my
home to create a balance with
the green exterior”
PLEASURE / SENSORIALITY
31
Consumer‟s state of mind during their visit of a botanic
store
An open-minded consumer, strongly permeable to his environment: all his
senses are receptive
The store should pay special attention to its general atmosphere & the product display
and should highlight:

In line with the plant‟s symbolic values: nature, life cycle, springs, glass roof

Make sense to the consumer: respect each plant‟s specific personality and natural environment

Pleasure and well-being dimension: link with the interior design universe, creation of specific visual (Asian
universe) or sound atmospheres
32
Main insight: houseplants have a very strong emotional
dimension and consumers are looking for inspiration
Growth Insights
Actions you should undertake to drive
growth
1. The French consider house plants to be
special. The ones possessed are often
cherished. This makes the garden
center also a special place, very
different from a supermarket which
sells everyday products: A visit to the
garden center is an enjoyable outing.
Make sure the atmosphere, presentation and P.O.S
material is in line with the special value of a house
plant, create naturalness and warmth. Delineate from
a supermarket atmosphere. The purchase place has
to nourish.
2. House plants have a strong emotional
dimension: as a symbol of life, a
connection to loved ones and as a
source of pleasure.
The store should pay special attention to its general
atmosphere and the product display. P.O.S material
and presentation must be in line with the three
emotional dimensions.
33
5 Consumers choose their plants with living areas in
mind
34
Customer continuously imagines what the plant will look
like at home
A mental journey :
•
Consumers ceaselessly imagine, how
the plants, they see in the store, could
fit with/in their home.
•
Thus, consumer‟s mental activity during
the store visit oscillates between the
store and his home (the plant‟s
destination place)
A special mental state between reality and
dream
35
Plant choice for the living room depends highly on
personal taste
The living room



Personalizes, makes it different, unique
 A living area, a place where one spends much
time
 A place with a strong self expression dimension,
where you can express the image you want to
give others (being unique, exceptional, having a
good taste)
Welcoming dimension of the place, conviviality
 A cozy place of social ritual that links us to our
ancestors
 A highly symbolic place for the attention and care
we take of others
Plant choice depends highly on personal preferences:
green and/or flowers
“a flower plant should be in a place
where you spend a lot of time, you
cannot put it everywhere, I need to
see it “
“plants embellish the living room, it
does not matter whether you are
lying on the sofa or whether you
invite guests”
36
No plants in the bedroom, plants that represent the source
of life are suited for the bathroom
The bathroom



An intimate place dedicated to body care and beauty,
to relaxation and personal well being
Often dark, damp and wet
Back to the source of life, in balance with oneself via
green plants like ivy and succulent plants
The bedroom



“I chose a small ivy plant for my
bathroom, I was attracted by the leafs
that were hanging, it reminded me my
bathroom and I bought it”
An intimate place, out of sight
The majority of respondents do not put plants in this
area (CO2 release during night, caring may be
constraining?)
Exception: Ornamental plants for the guest room
(welcoming function)
37
Plants that bring life are suited for the entrance, plants
with a strong emotional dimension for the kitchen
The kitchen




A place to prepare food, to be creative
A place to care for the beloved
Plants act as a catalyst for creativity and sensorial
joyfulness
Plants present in the kitchen :
 Have a strong emotional dimension, respondents like
 Flowery plants like orchids or cyclamens or cactus
“I have tiny little plants in my
kitchen, it’s beautiful, I’ve
chosen small colored pots, I put
them next to my working area, I
like them to stay next to me,
when I’m working”
The entrance and floor

•

A passage, transit place
Often a dark place, that lacks warmth, liveliness and
personality.
Plants bring the place to life thanks to their original shape or
color (yucca, palm tree)
38
Observed trigger: create a homey atmosphere, help the
customer visualize the plant in his house
A trim and aesthetical presentation, product highlighting that
embellishes the purchase process and that allows the shopper to
project himself into a cozy and friendly universe
the fern foliage
creates a specific
atmosphere
“they try to create a home universe and I like that, it looks friendlier”
A clear and decorative product presentation (wooden, wicker
pots, colored pots
 Clean, aesthetic, visual pleasure, injects dynamism to the self
and the product offer
Create a pleasure universe, warm and cosy “like being at home”, where the shopper
feels cherished and feels like purchasing something today or coming back soon
39
Presentation should be a mix of logical display and a
decorative/ homey atmosphere

Shoppers navigate on the basis of global preferences
concerning the types of plants they are most interested in (color,
size). A shop presentation that takes this principle into account
offers an aid to the shopper to find his way around the shop
and so help him or her to keep control of his/ her visit*.

In addition, the shopper appreciates a “mise en scene” that will
help him imagine what “a plant can do“ and how “it can look
like“ once it will be in his or her home. Hence the shop
presentation needs to be a subtle mix between a logical /
pedagogical display of the offer and playful / decorative elements
that rhythm the presentation and add interest and variety.
* This does not mean that the shopper will so deliberately block out parts of the shop.
One‟s there for one‟s pleasure and one likes to discover, see, but it remains up to the
shopper how he/she wants to spend the time in the shop…
40
Main insight: consumers chose their plants with the
different living areas in mind
Growth Insights
Actions you should undertake to drive
growth
1. The customer goes through a mental
journey in which he visualizes the house
plant in his own house.
You can facilitate this process by creating a homey
atmosphere in garden center. P.O.S. material must be
adjusted to stimulate his imagination.
2. Each room had a different emotional
value and atmosphere which -partlydetermines the customers‟ choice for a
certain kind of plant.
Adjust the presentation and signs of plants to the
different room atmospheres, which they are linked to.
For example green plants like ivy are suitable for the
bathroom: create signage or a bathroom showcase to
highlight this.
41
6 Consumers seldom notice and understand POS
communication
42
Negative reactions: consumer seldom notices
and understand the communication
“blue campaign” / tombola – present in all three shops


A “blue sign” not seen nor understood (color as well as type of
communication more evocative of super markets)
In the exit interviews only 5% of customers remembers the signs being
present. Half of them found it appealing, half evaluated it to be neutral.
A blue color that doesn‟t fit with the codes of the universe
“a flashy blue, it has nothing to do here in a botanic shop, it is not neither
the color of a plant or a flower, should be greener”
“for my, it is a bit aggressive, the blue aggresses me, and it does not fit
well with the rest”
“it could be an advertisement for an aquarium but not for plants”
43
Negative reactions: consumer seldom notices
and understands the communication
“blue campaign” / tombola – present in all three shops
The message was neither read nor understood
“You do not understand that it is about a book, it is for tourists or a card-game”
“you don’t see the book title”
“you can win something but why and how?”
Once decoded, the communication isn‟t very interesting: drawing lots that induces the
fear of inaccessibility
“it looks like a game, but I’m not interested in”
“I understand that it is about drawing lots, but I’m not fond of this kind of games, because I’m not
sure of winning something and I prefer getting a reward immediately”
The slogan “Ma plante et moi”: well understood and more positive reactions
“it is about attachment”
A campaign that could be optimised, by respecting the environmental
colours, bearing a simple and short message, clarifying the benefits
44
Negative reactions: consumer does not notice
the communication
Campaign “cédez à la plantation “

A campaign that is hardly noticed: Shoppers do
not look up

If probed: it seduces with its simple and
humorous tone, an appealing play on words.
Appealing campaign that could be optimised, by making it more noticeable
45
Main insight: consumers seldom notice and understand in
store communication and POS communication
Growth Insights
Actions you should undertake to drive
growth
1. Current campaigns are not noticed by the
customers
Make the campaign more noticeable by putting the
signs on eye level.
2. Campaigns are not understood by
customers
The massage should be short, simple and clarifying the
benefits.
3. Color scheme of the campaign is
important: blue is not associated with
plants and to much linked to a
supermarket atmosphere
Stick to the garden center atmosphere. The color
scheme must be associated with plants and warmth.
46
7 Information about pricing and plants is not optimal
47
Observed barrier: price not clearly visible
Price display problems (lacking
price labels or price not
immediately visible
 lack of price harmony
= obliges the shopper to lift the pot
to search the price
“you cannot see the prices, that is
annoying me, you have to lift the pots
in order to see the prices”
“the price is located under the plant,
that’s not convenient”
Price for a plant behind vs. plants in the front
Increase comfort during the purchase process: visibility and readability
of the prices
48
Price should be easy to find
The price: to a certain extent not so important
 The shopper has in mind an approximate price range, he may
exceed for a very favorite/ impulsive purchase

Perception of the prices
 Not expensive: a plant between 10€-15€
 The purchase of a plant that costs more than 40€-50€
becomes a rational purchase and justifies different store
visits / differed purchase  However, the
passionate/experts are more flexible and may give in to a
more costly / impulsive purchase
Price: information that should be easy to find
49
Observed trigger: a clear and immediate product
description
Improve comfort and convenience of purchase by
proposing product sheets (technical sheets) / complete
prices, clear, illustrated and immediately understandable
(iconography, pictograms)
 Selection criteria
“I went to the palm trees and there was a complete technical
sheet with all the details I needed : where to put them, the
size of the tree, maximum temperature, watering, I look for
plants I can put in my living room and hop, that’s good
timing, I saw the pictogram for the living room”
A clear and distinctive price
Harmonious price indications
(different color codes : standard
price, promotion and loyalty
offer)
Increase the visibility and readability of the prices and technical data.
Format A4, colour + visible typography (Vs small sheet hidden in the pot or
on the plants that require the use of glasses
50
Information about care should be well visible
During the shop visit, shoppers try to check systematically the
following information, when a plant attracts their attention:

Information concerning the plant‟s characteristics :
 The color,
 The size,
 The exposure/ sensitiveness to light / shadow (defines the exact
location of the plant in the house/apartment) ,
 The temperature (ex. for a Bonzaï)

The care to be provided to the plant: watering frequency, clear
indicators of efforts and time that has to be spent for the plant‟s
maintenance (no special care needed, or repotting, specific care,
fertilizer, cutting and flourishing periods)

The novelty, originality of the plant (shape, name)
“For the Ficus
(Bonsai), I looked at
the temperature of
15°, it means I can
put the plant also
outside during the
month between May
and August, but the
leaves has to be
pruned”
Characteristics and information about care: Important information, looked at
systematically and that should be easily identified and quickly read (hence
short &visual)
51
Main insight: Information about pricing and plants is not
optimal and hard to read and find for consumers
Growth Insights
Actions you should undertake to drive
growth
1. Price tags are sometimes difficult to find,
which annoys customers
To overcome this barrier, make sure prices tags are
clearly visible when plants are on the shelf. Don‟t put
the prices tags on the bottom of the plant.
2. A product description and extra
information about care are important to
the customer and should be easy to
read/ understand
Make use of product sheets containing instantly
understandable information. The letters must be large
enough to read without glasses. Add pictograms for a
quick and clear understanding of the care conditions.
52
8 Four different consumer profiles can be
distinguished
53
Main insight: we found 4 different consumer profiles
Growth Insights
Actions you should undertake to drive
growth
1. The first category of customers, the
Newbie, has a practical approach towards
the purchase of house plants. They
mostly renew their plants and fear the
unknown.
The Newbie should get clear information, and
pedagogical guidance. The decision process will be
enhanced by visible and simple pictograms that clearly
announce the plant‟s category. Furthermore this
category will seek for ready-to-purchase offers (plants +
pot), so make sure this is available.
2. The second category of customers that
can be delineated, the Pragmatic, has a
rational approach towards the purchase
of house plants. They are plant lovers, but
are relatively inexperienced. In addition
they like to discover new things and may
react on impulse.
The Pragmatic scans the area and therefore needs
clear signage and arrangement by size and shape. In
that way he/she is able to quickly find uncommon plants
and new plants. Product highlighting can be used to
maneuver him/ her towards a certain type of house
plant.
54
Main insight: we found 4 different consumer profiles
Growth Insights
Actions you should undertake to drive
growth
3. The third category of customers, the
Design Freak, has an aesthetical
approach towards the purchase of house
plants. They regularly visit the garden
center, purchase on decoration value of a
plant and mix artificial and real plants.
The Design Freak needs a large supply to choose from,
including novelties. There must be new plants available
on a regular base, as this type of customer visits the
garden center often. Highlight the novelties to attract his
attention. The presentation of the plants has to be
sophisticated, as this shopper finds aesthetics really
important.
4. The fourth category, the Passionate,
perceives plants as an indispensable part
of life. They own many plants, which they
love taking care of and visit the garden
center on a regular base.
They feel at home at the garden center and don‟t need
much guidance. They like a home atmosphere and
good presentation and decoration .
55
Shopper profiles of the customers
We identified four* distinct profiles that
shape the shopper's exploratory behavior
during his shopping visit :
The Passionate
The Design Freak
The Pragmatic
The Newbie
* Later on in the report these four types are linked to the two
consumer types: naturalistic intellectuals and cultivated performers
56
Shopper Profiles – The Newbie
A practical approach :
Renewing already known plants
Fears the unknown
Occasional store visits / once per season (four times a year)
State of mind in store:
Exploring is rather difficult
Difficulties to understand the product offer, complicated/barbarian names,
 Attracted in the store by the plants he already knows. Any pedagogical
help or product high lightening acts as a purchase trigger for new
products
Selection criteria:
Often green plants that don‟t take up much space
Robust, solid, not fragile plants (vs. orchid), requiring only basic care
(bamboos, banana tree)
Expectations/Needs:
Easy and clear information, pedagogical guidance : small leaflets vs. big
book, information about the plant visible at one glance vs. small labels
hidden in the flowerpot
Help in decision making : visible and simple pictograms, vulgarized names,
photos that clearly announce the plant‟s category
Sensitive to :
Ready-to-purchase offers (plants + pot)
Advice, simplicity and clarity of the point of sale
However, will not proactively seek help (fear not to be an expert)
“I don’t buy plants I don’t
know, because I don’t know
how to care for them” , the
mini trees attracted me”,
“I look for things with easy
care”,
“I do not want it to be a
constraint for me, to think
about watering, and I do not
want a too fragile plant”,
“I was interested in the
bonsais, but they need a lot
of care”
57
Shopper Profiles - The Pragmatic
A rational approach :
Plant lover, but relatively inexperienced, knows partly what he wants to buy,
likes to discover new / uncommon things  may react on impulse, if
product offer is well high lightened punctual visits
State of mind in store:
Logical, rigorous, methodological exploration per plant segment
Purchase process often “quick”, but scan the whole area to discover
potentially more interesting offers.
Accurate discrimination of the price logic (normal price, promotion, fidelity
advantage) via the color code
Pays attention to the signage and store information.
Lack of perceptible logic in the way the offer is structured, may inhibit his
orientation.
Selection criteria :
Robust, solid, not fragile plants, requiring only basic care (ex. Spathypillum)
Prices and promotions are important keys (also look at the promotional
leaflets)
Expectations/Needs:
A profile close to the Newbie, wants simple and appealing names
Find quickly uncommon plants and new plants (shape, size)
Sensitive to :
Signage
Clear prices
Product highlighting
“promotions are in red,
loyalty promotions are in
violet and the normal prices
in green”,
“I like orchids, but I do not
buy them, because I do not
know how to care for them,
the few times someone
offered me some, they did not
survive at my home”,
“I was attracted by the 14.02
and then I saw 15%”
“I do not remember the
names, I do not care about it”
58
Shopper Profiles – The Design Freak
An aesthetical approach,
Regular shop visits, at least once a month
Purchase logic very close to the decoration/design universe
May mix genuine and artificial plants
State of mind in store:
Very open-minded in the store and shows strong exploratory behavior, but
his strong sense of aesthetics and harmony makes him often hesitate for a
while, before choosing a plant
He likes exploring and finding hidden treasures that seduces with their
originality and stylish shape
Selection criteria :
Aesthetical criteria: the shape of the trunk, twisted, shape and color of the
leaves
Aesthetical and uncommon or unusual plants, less well known
Furniture and general interior design has to highlight the plants
Expectations/Needs:
Big choice, regular new plants, highlight the novelties,
The shopping environment has to suggest the plant‟s stylish usage,
sophisticated presentation
Sensitive to :
Decoration and suggestion for the plants‟ presentations: vegetal wall
Impulsive purchase, open to very favorites
Logic of the presentation : par theme, color scheme, color themes
“it is an exiting moment,
because you do not know
what you will find”, “I
would like to create
something with a dark red
color”
“There were some beautiful
plants, hanging like big
pompoms”
“today I did not have a
favorite, because the
product offer is too dense, I
have difficulties projecting
them into my home”
59
Shopper Profiles – The Passionate
The passionate gardener :
Plants are an indispensable part of life and of the balance of human life.
Pays much attention to them, loves taking care for them
Regular shop visits, once a week to once a month
Their apartment/house often shelters many green and flowery plants
The plants are chosen for their aesthetics and the plants‟ needs
(environment, care) are taken into consideration during the selection
process.
State of mind in store:
Long purchase process, likes to stay hours in the store, the pleasure to
discover new plants, or a variety the shopper does not know.
Open minded and strong exploratory behavior: investigates thoroughly and
patiently each corner of the store, frequent stops and tactile contacts with
the plants, reads the labels, asks for information.
Comes first to walk and locating/discovering before purchasing
Good orientation, without difficulty in the shop, feels at home in the shop.
Selection criteria :
Green and flowery plants for color and size harmony
Expectations/Needs:
Reinforce the visibility of the green (tall) plants, better discriminate the
different plant sizes
Sensitive to :
The presentation, decoration and natural highlights
However, this profile copes the best with lacking shop organization and
product highlights
“they say I have a green
hand”,
“I put my orchids in the
water every 10/15 days”,
“I drip them and when there
are no flowers anymore, I
cut them, I repot them, when
the roots are ugly; I put
some orchid compost…”,
“the big green plants are not
visible enough, you should
be able to discriminate them
from the entrance“
60
Shopper profiles meet consumer segmentation
Design freak = The cultivated
the other profiles = Naturalistic
performer
intellectual
The cultivated performer is on the look out of a
somewhat different offer, needs to be provided
with somewhat different information to make
him/ her interested in a special plant. Plants
need to have high decorative value, be special
in a certain way, have something that makes
them outstanding.
The other profiles value the “living”
aspect of the plant more and will hence
be more focussed on practical
information how to take care of the
plant.
61
9 Most choices are made by means of type (size) and
color
62
Choice of the channel






All respondents go to a variety of stores
Shoppers choose the store with regard to their purchase motive (animal,
general plant or specific plant, interior vs. exterior plants) and also to
vary the shopping experience
The passionate respondents mix different channels: garden centers, but
also flower shops and markets.
Triggers to visit the garden center vs. other channels are :
 A place that optimizes the purchase process: a larger plant choice, but
also the possibility of multiple purchases (plants, animals, decoration),
importance of special offers
 A place prone for inspiration and creativity
 A place for relaxation and well being : ideal to visit alone during lunch
break or to stroll around with the family
 Thanks to the huge variety of plants, a pedagogic place, where you can
learn a lot about botanic
The exit-interviews show that 55% of customers chooses a certain
garden center because of its location (nearby). Also the variety of supply
the garden center in question offers is often motive for visiting (17%)
Most customers do not visit a garden center very frequent: 38% visits
the garden center between one and three times a year (
“on Sundays, I come
here with my husband
and my children”, “we
come sometimes just
for strolling around,
when my son was
younger, I came here
with the stroller : for
the plants, the
animals, the fishes”
“for me, it is a
moment of relaxation
vs. the supermarket
where the visit is
stressful, here you
can have a break,
unwind, sometimes I
come just for having
a look around,
without the intention
to purchase
something”.
“waoh, the plant eats
flees”
63
Choice for house plant section
•
•
•
Out of the customers that were interviewed at the
exit of the house plant department , 74% came
especially for this department to the garden center.
Out of these customers, 68% wanted to visit this
department – quite logical - because they need an
indoor plant. However the atmosphere is also a
reasonable important motive for a visit (16%) as is
the large supply (15%).
67% of customers expressed in the exit interview
an intention to buy a house plant
64
Key purchase criteria: decision before entering
the store
At the exit interviews only 28% of the interviewees had not made any
decisions regarding the house plant they wanted to buy previous to their visit.
The remaining 72% had made the following decisions regarding the plants
they wanted to buy:
38%
26%
12%
28%
28%
6%
The specific types(s)
of plants (e.g. Ficus,
Orgid)
Green or flowering
indoor plant
Size of
indoor plant
The number of
indoor plants
Amount to spend on
indoor plant
None of
these
65
Outline shopping behavior quantitative
Intention to buy
67% intention to
buy
97% eventually
bought
Eventual buy
Pre-made decisions
regarding plant
 38% specific type of indoor plant
 28% amount to spend on indoor plant
 26% amount of indoor plants
 12% flowery or green plant
 6% size of indoor plant
 28% decides nothing in advance
33% no intention to buy  46% eventually did buy
Bought extra : 5%*
Spent more: 7%*
Bought extra: 8%*
Bought extra : 17%*
Bought extra: 17%*
*results are
indicative due to the
low number of
respondents.
66
Reasons (not) to buy a house plant
Main reasons for buying a house plant,
when the customer did not plan to do so…
… I could not resist
…I was tempted by the
display/ I found them nice
… the price was
interesting/ it was not
expensive
Main reasons for customers not to
buy a house plant…
… I came for something else
to the garden center
…I just wanted to have a look
around or came to the
garden center for a enjoyable
outing
… I felt that I did not need a
house plant
67
Purchase motives
Different purchase motives influence the shopper‟s expectations and needs
during his visit :
Intention / Motive
Selection criteria
TO PLEASE
Excellent quality – price ratio
The gift for friends or a person at hospital
The little plus or personalized touch that will make
the difference
“Rather than buying chocolates or cut flowers that
will not last long, I always offer plants, this is a long
lasting attention”
Decorative efforts / highlight the product offer
FOR PLEASURE
The gentle discovery walk, experiencing the POS,
enjoying the decoration and atmosphere
BARGAIN
For a special offer or an impulsive purchase
Neat and original presentation: the composition,
the wicker pot or ornamental flowerpot or basket
Getting inspired
May lead to a purchase but not necessary
Importance of the reductions and special offers
INDEPENDANCE
Immediate and autonomous purchase
EFFICIENCY
Programmed purchase, like renewing a vanished
plant
A structured and clear product offer
68
Perception of the product offer at first glance


The plants‟ organization in the store induces an intuitive knowledge and orientation.
At a first glance, shoppers clearly recognize three big families, when entering the
store:
Green plants
Flowers
Creepers/climbers
69
Perception of the product offer at second glance


At a second glance and in the course of the visit, specific families emerge to the shopper‟s
conscience and become appealing areas (passages, stops, purchases) :
 Cactus
 Orchids
 Bonsais
 Carnivore plants (minor)
 Familiar looking plants c: Azaleas, Cyclamen, Yuka, Palm tree
Three reasons for this increased visibility:
 The specificity of plant (shape, color)
 The special visual presentation and highlights (pots, colours, atmosphere)
 The familiarity of certain plants
70
Key purchase criteria: family and size are important
When entering the store, many shoppers have a more or less an idea
of what they want. All of the shoppers that were interviewed
qualitative had a clear idea about :
The plant‟s family /category :
A strong selection key: Green plants or flowery plants
Areas that mix both categories seem to be less efficient
and may be disturb the purchasing process
The plant‟s size :
A strong key entry, because depending on the dedicated space at home
Especially for large plants: areas that mix different sizes
make the product choice more difficult and complex for
the shopper
“I was attracted to the
orchids because of their
colours, there was an
amazing blue, really
uncommon, the white and
the pink are more
common”,
“I was immediately
attracted to the cactus
because of its colours.
71
Structuring flowery and green plants
For flowery plants :
The color is a key entry into the universe: respondents usually know what
kind of colours they are looking for.
Structuring the product offer with a chromatic logic/ color
declination is strongly appealing, mixed colours may
disturb the shopper
For green plants :
Shoppers usually know what caliber and shape they want (rangy vs.
bushy)
A green plant section with plants of different caliber and
shapes packed together makes the purchase process
more complicated
A green plant section that separates rangy plants from
bushy plants improves the shopper‟s comfort during the
purchase
72
The personnel is viewed as competent and professional
The personnel was viewed as:
Pleasant, available and attentive to the client‟s wishes
•
A warm contact: attentive, heartily
•
Available without delay, never far away. These were key elements in the client
relationship. It was perceived as important to be able to rapidly find the sales staff
•
Competent and professional: these were expected qualities which were highly
appreciated for a garden center
•
Advice that was well adapted and precise. This contributes to the client purchase
decision
A satisfying commercial relationship - perceived by the client as
pleasant, efficient and enhancing
73
The personnel provides assistance during the entire
purchase process
A contact across all different phases of the purchase decision and process
Orientation: finding one‟s way in the store ( if orientation signs are absent):
a need to be guided at the start of one‟s search: to find a specific type of plant)
Assistance in making the decision: The personnel provides additional
information related to the characteristics of the plant:
• The uncommon/ “exceptional” plants. A member of the personnel mentions the exceptional
characteristics of the plant (the example of the name “elephant plant” that serves as a
purchase trigger).
• The way to take care of the plant: frequency of watering, sun exposure, it‟s sensitive to light,
any other environmental conditions, the costs are the issues that are most frequent when
additional information is asked.
I found a plant
that’s a bit
different, I asked
the price, it’s
name, how to take
care of it, she told
me not to water it
too much, no
direct sun
exposure and to
put it in a well lit
environment
• An advice that is well adapted to the clients needs, will allow the customer to actually make
his or her purchase. For example, a customer verifies with a member of staff the final size
and width of a plant once it will have finished to grow.
Personnel that is readily available for the client during the whole purchase
process (beyond the plant: pot, earth type…etc)
74
The final choice: plant needs to look healthy
In order to choose between to options, the shopper usually takes the
product out of the shelf, lifts it in the daylight and has a closer look at
it. By doing this, he/she checks :
The size and caliber of the plant
Variations/nuances of :
Color (depending on his project of decoration)
The shape of the leaves (round, stretched, sharp), checked by
touching the leaves
The harmonious development
The plant‟s physical fitness:
The plant, a living being that has to look healthy!
The condition of the leaves: damaged or not (flecks, yellow, faded)
The condition of the roots: exterior roots (orchids)
The condition of the ground: a balanced humidity
“I have to like the
plant immediately, it
should not be
damaged , it should
be healthy”
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The final choice
The level of development/ maturity: expanding, growing or
achieving maturity
For flowery plants : the plant should have open flowers (in order
to see her beauty) as well as un buds (sign of growth)
For green plants : touching the leaves is very important and
gives the shopper clues about the plant‟s characteristics : a
thick leave may inform about the plant‟s solidity or about its
growth
The presence or not of an ornamental flowerpot
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Observed trigger: create a surprise and impulsivity
Highlight novelties or uncommon/original
plants (twisted trunk, elephant plant…) in
order to activate impulsive purchase or a very
favorite bought on the next store visit, in order
to strengthen the shopper‟s bond to the brand
(avoid brand switch)
Increase the efficiency of the moment of visual and tactile contact with the
plant (also during exploratory stops)
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Main insight: Most choices are made by means of type
(size) and color
Growth Insights
1. Reasons for customers to visit a garden
center oppose to other channels are the
larger plant supply, the experience of
the visit being an enjoyable outing and
the garden center as an pedagogical
environment.
2. The majority of customers has a certain
plan concerning what they wanted to
buy. In the exit interviews many knew
exactly which type they wanted to buy,
in the qualitative interviews their plans
seemed more general: size and category
were fixed.
Actions you should undertake to drive
growth
Create a large supply including novelties. Make
sure the presentation is beautiful and enough
signage and staff is present to fulfill the
pedagogical role.
Categorize on family and size to simplify the
orientation of the customer and the purchase
process.
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Growth Insights
Actions you should undertake to drive
growth
3. Customers differentiate between three
types of plants at first glance: green plants,
flowers and climbers. Subsequently the
specificity of plants, special visual
highlights and familiarity of certain plants
are important in the selection process.
Make use of visual highlights to lead customers to
new types of plants, otherwise they would often be
attracted to the ones they already know.
4. Personnel fulfills two functions in the path
to purchase of the customer. Firstly, they
are an important aid for customers in their
navigation through the garden center.
Secondly, well adapted and precise advice
contributes to the customers‟ purchase
decision.
The personnel is perceived competent and
professional. Maintain this high standard. For
personnel to contribute to the purchase decision of
customers, it is important that they are well informed,
easy to approach and able to give tailored advice.
5. After deciding on the specific type of plant,
the final choice is based on physical fitness
of the plant, a harmonious growth, the
maturity and the presence of a flower pot.
Make sure all plants are well kept and all finished
flowers are removed. Always present a part of the
plants in a flower pot, as some customers are looking
for this package deal.
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