29March2024

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Evolution or Revolution ?….The changing face of Indoor Plant Retailing - John Stanley

JSA

Retailing is constantly changing, that is part of the fun.

Over the last few years, we have seen a reduction in the number of florists and traditional garden centers, there are several reasons for this decline, one of them has been the retailer not keeping up with the consumer.

As we start 2017 it is the Millennial consumer that is setting the scene and deciding where to shop and what to buy. Many of these consumers find the traditional florist and garden center forbidding places where they feel “threatened” and often “ignorant”

At the same time, indoor plant sales are increasing in popularity and Millennial consumers are prepared to spend. They are doing their homework and discovering that indoor plants are good for their health and wellbeing and they can bring the outdoors indoors.

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Recent research carried out by Flowers Canada and reported in “Floral Arrangement and House Plant Usage and Attitude’s of Millennial Women” made interesting reading. The majority of Millennial women do not recall any advertising of indoor plants but, have a high recall of advertising of wine which is a major competitor to indoor plant buying as indoor plants are considered a gift by many buyers and second to wine as a purchase.

In Canada, at least, they are the largest segment of buyers of indoor plants, but 22% never purchase indoor plants as they lack care knowledge. They are motivated to buy if the retailer gets the message across. The message being the benefits of plants being air purifiers, improve mental health and the healing effect. Alas, many retailers miss this opportunity and focus purely on pri,

Now, where do they shop?

They are looking for a store that is convenient, engages them, inspires them and is non-threatening.

The location is key and the indoor plant retailer as moved back to the Main Street, that is where the consumer is.

These retailers have also identified this marketing opportunity and also realize that “ food is fashion” and is part of the retail mix. Local, authentic local refreshments are part of the key to success.

The first time I noticed this trend was with Stump Plants, Ohio, USA.(stumpplants.com Their goal is “to educate our customers to ensure that they have a successful experience owning and caring for their plants”.

They understand it is more than the plant and have a resident potter in-house designing vases to go with the plants. On Sunday’s they arrange brunches with a local chef.

In Australia, the leader in the field is Loose Leaf .
(https://loose-leaf-2.myshopify.com/) They have developed a studio and retail complex based on similar concepts and have just released a book on their designs.

LeafLove

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Until recently I had thought the trend was a city trend based on a very specific market. That was until I went shopping in my local town of Busselton in West Australia. In town was a new retailer on the block.

LeafLove ( http://www.imgrum.net/user/leafloveau/2811956311) Combines a plant studio, locally made pottery for plant arrangements and a restaurant /coffee shop. When I visited the store and asked how it was going, the reaction was “we cannot keep up with the plant sales”

LeafLove shows that this is a retail trend that understands that to be successful you have to do more than put the plant on a shelf, it is about real engagement and providing an experience. Like many consumers, I visited the store and then put a message on Instagram and Facebook. I became part of their marketing tribe.

During 2017 we will see more of these style of retail stores appearing around the world. It will be interesting to see whether the “field” will be left to new entrepreneurs entering the market or whether the independent garden centres and florist will look on this as a new opportunity for their own businesses.

John Stanley

John Stanley is a Conference Speaker and Consultant. In 2012 he was awarded the WA Small Business exporter of the Year. He works in 35 countries and is one of the world sort after retail and small business presenters. His new conference presentation looks at the new consumer and how that affects your business. Follow John on Facebook John-Stanley -Associates or contact him at john@johnstanley.com.au

Source: HortiTrends News Room