Why are consumers who are interested in plant not buying them ? " This is just one reason why we should empower more in realize the consumer marketplace . The more we understand it , the better it will be for the entire industry , " says Jeff O’Brien , Director of Sales atVan Belle Nurseryand passionate about the cosmetic industry . Therefore , he chose ' consumer purchasing behavior in the retail garden center ' as a topic for his thesis for his MBA . Some interesting finding of this 10,000 - word theme will be highlighted in this clause . And for O’Brien , this study is just a start spot for O’Brien as he is dictated to build out depicted object in the future . He will do this through his own make and will share more findings and thoughts through short video recording messages throughout the yr .
Jeff O’Brien
Filling the gap in literatureAccording to O’Brien , there have been great article and study done on active gardening consumer , however there is still a gap in literature when it come to consumer that are interested in plant , but not buying them . " If we can solve their greatest problems , we will have more consumer , and everyone will be more successful in our industriousness . "
MethodologyO’Brien ’s study conduct qualitative , semi - integrated interviews with top independent garden center buyers in North America , a major news report manager with one of the largest nurseries that ship into retail garden center across North America , and a consumer focus radical that lie in of 7 millennial consumers . According to O’Brien , the relationship between these three chemical group is critical to the success of the horticultural industriousness . " Consumer behaviors interests me , and you get wind a lot from sales expert , from retail garden center purchaser expert , and from consumer that you meet , and sometimes they are adjust , and sometimes they are n’t . I desire to do a study that brought all three major groups together to see if they were all speak the same terminology . "
freehanded takeaways - More education and inspiration postulate
During the interviews , some interesting determination come . " The biggest takeaways from my study were that all consumer participants researched plants frequently and all participant had a desire to buy industrial plant , but only a diminished portion of the participant actually made it into the garden heart . Why ? Because of their care of bankruptcy , they did n’t want to spend money if they were just go to kill the industrial plant in the end . They do n’t even make it into a garden center because their research did n’t build enough trust or inspiration to go purchase plants . One participant from the focal point radical said : ' I feel like I ’ve done all the research . I ’m very interested in following horticulture influencers on Instagram , but I just never follow through with it . But I do all the research on Google , and it ’s all very interesting . ' So , as an industry , we take to school and work up that trust online in gild to inspire / work up trust with the millennian consumer so they take the first step and visit a retail garden center . "
" Another interesting finding was that buyers sense that the young generation did n’t desire to walk through a big retail garden center and the future was going to be digital and smaller retail garden centre , but my subject field showed that the majority of consumer participants that shop at a retail garden nerve centre would trip an 60 minutes out of the metropolis to go to a particular retail garden heart and spend a full Clarence Shepard Day Jr. there because it ’s like going for a walk in the ballpark . So , do we require to discover ways to set up our retail garden centers in a more efficient way ? Absolutely ! But not at the toll of the customer experience . "
More interesting findingsBut of course , that ’s not all . There were more interesting findings , some of which are listed below :
What ’s next?As said , the finding of the field of study are just the start point for O’Brien . " I have a few more consultation delineate up , and I be after on post a series or podcast that can be found on myLinkedInprofile that addresses more of the testimonial from my study , and I ’m also booking mouth engagements to share all this selective information with our industry so that we can give consumer the tools and accompaniment they need to be successful . "
For more information : Jeff O’BrienEmail:[email protected]LinkedIn : https://www.linkedin.com / in / jeff - o - brien-685783237/
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