Green garden centre customer still key to future garden centre growth says John Stanley

Garden centre consultant John Stanley has said the "green consumer" is the next generation garden retailers should focus on.

Stanley writes in his latest newsletter that these consumers are still looking for value, but are prepared to put sustainability above price.

He said: "A few years ago we focused on customer profiles based on age. The focus was on Gen Y, Gen X, Jones Generation, Baby Boomers and Greying Tigers. These demographic groups are still important, but we also need to consider how we market to new and emerging consumer segments who we are told may be overweight, mobile, multicultural, value shoppers and/or eco-friendly."

"One of the big issues urban communities will challenge over the coming months and years is Biodiversity with legislation coming in around the world to stop agricultural land and natural areas being used for urban development.

"This will change the way cities look and make consumers more aware, for example Paris plans to double the amount of green roof space by 2020."

Stanley said not all consumers are interested in sustainability and saving the planet, but it continues to be a growing segment of the community: "Over recent years we have seen major growth in farmers markets and ethical retailing and I see that continuing over the next few years."

He also said there is an opportunity for the promotion of local products as consumers start to search out products made in their own country or locality.



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