Survey shows importance of retail marketing in gardening sector

A recent consumer survey carried out by Hangar Seven highlights the importance of retail marketing in the gardening sector.

For the survey over 200 gardeners from a wide range of socio-demographic and age groups were quizzed on their sources of gardening advice and use of printed brochures.

Results show that 44 per cent seek advice from friends and relatives, while 38 per cent go online, and 9 per cent get their gardening advice from magazines.

Despite these results, 85 per cent of those surveyed said they expect to find an in-store brochure in garden centres, and 95 per cent deemed them a useful source of information.

Out of those who use the in-store brochures, around half said they use them for range and price research, while 41 per cent use them for inspiration and advice.

When asked about their spending plans for the year ahead, 80 per cent of the gardeners said they are likely to spend on average £540 on planting and maintenance, while 33 per cent said they intend to complete larger projects and spend on average £1,500.

Top desires amongst gardeners included:  vegetable plots, a greenhouse, a shed, the perfect lawn, a conservatory, a hot tub and garden furniture.

Hangar Seven’s Michael Keating said:  "The results of this survey provide a clear indication that gardeners are still keen to use printed brochures as their main source of information, browsing products as well as for inspiration.

 "In a world driven by desire not need, photography remains one of the most powerful triggers to consumer purchasing, so I would advise retailers to seriously consider their photography, whether on the internet, in printed brochures or magazines, as part of their marketing activities as it could have a significant effect on the bottom line."

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