Catering to Container Gardeners
There’s been a lot of talk lately about the popularity of pots but without enough recognition of the variety of people driving this trend. Many of them have little or no property, but what they lack in real estate is made up for in creativity. Garden centers are slow to cater to this group of customers, yet the opportunities for additional in-store traffic and repeat business come from these non-land owners. Understanding the different needs of these gardeners can help you tailor your sales toward them.
Apartment/Condo Dwellers
This population is large and varied, but of those who decorate with plants, two basic groups are worth noting the baby boomers who are downsizing, and the 20/30-somethings on the way up.
The baby boomers tend to have more time on their hands and don’t want to give up gardening as a recreational activity. For this group, showcase a variety of containers and styles of planting. Don’t just stick with terracotta, go for the whole world; Asian, Mexican, Mediterranean, you name it. Variety is the spice of life. This is a huge segment of the population, and they like to experiment. Also, in-store container classes are very popular with this demographic.
The younger group of container gardeners has less time and is highly mobile, so they want personality the convenient way. Pre-plant some pots for instant gratification or to stimulate ideas. You can even create “starter packs” of soil, fertilizer and three pots of varying size. Since this group is in constant movement, automatic watering mechanisms are also great.
Vitality for the Unable
Growing things can be very empowering; it can often open up possibilities in a world that can seem detached. Recreational activities for the disabled and elderly are limited, which makes gardening all the more popular. A recent Newsweek article profiled the movement toward “Gardening Therapy” because of its effects on mood and quality of life. You can stimulate enthusiasm within this audience by reaching out to senior centers or encouraging gifts for Grandparents Day.
Senior centers have limited space, and the mobility issue is of special concern. Since bending and working on their knees is painful, encourage these customers to purchase containers they can easily reach, such as hanging baskets, wall baskets, standing baskets or cube planters. Also, be mindful of sharp edges. Round, plastic containers are perfect because they will not crack or break, and they do not have harsh edges in case someone should accidentally fall onto or over them.
Urban Farmers
The culinary convenience of clipping rosemary or grabbing a quick tomato for fresh pasta sauce has created a whole new customer seeking the gourmet aspects of container farming. This type of gardening is especially attractive to beginners because herbs/vegetables are relatively easy to grow, vegetable gardening shows tangible results and the whole family can participate (read more about herbs on page 36). Success with parsley, basil, rosemary and oregano may lead to trials of string beans, zucchini and tomatoes. Be sure your store promotes this type of container gardening, with seed packets and starters next to window boxes and planters. You may even want to plant up an ornamental herb garden for a window box or place urns overflowing with tomatoes next to container boxes of zucchini. What you are trying to do is get your customers to think, “I could do that!”
Local Businesses
Have you considered the many area businesses with entryways and windows? Since the entrance is the focal point, retail businesses with a potted garden at their doors are very attractive to sidewalk traffic and might invite more people to walk through the door.
The myriad of people working in cubes in large office buildings is also a prime target. Potted plants can be a nice employee gift that adds a lot of personality to an otherwise gray landscape. More and more office professionals are recognizing the positive psychological benefits plants have for employees.
Visual Merchandising
You are not in the supply business; you are in the beauty business! What does your entrance look like? Do you have racks of sale items and end-of-summer BBQs greeting your customers? The main entrance should be the first place you showcase your container know-how, with a distinctive display that is both inviting and demonstrative of your expertise.
Designate an area of your store for container planting, and place the required supplies close at hand. Plant up some of your pots, and post some easy “how to” signage to aid in shopping. Some growers will even provide printed guides for you, just ask.
As much as possible, make the inside of your store a visual pleasure less of a shopping trip and more of an experience. With your flair, you can inspire ideas and create add-on sales. In fact, customers will have good reason to come back to see what else you’ve dished up. You’ll also get talked about, which is free PR.
No matter where your store is located, there is always a container customer. This group is growing, so it pays to pay attention to them.
Videos
