Over the past year, Haxnicks has had a brand refresh, developed its website interactivity and run ‘Love to Grow’ competitions. Its YouTube channel with product videos aims to develop a dialogue with consumers, with the intention of increasing return visits to garden centres.
Malcolm Andrews, sales and marketing director at Haxnicks, said:
"We have seen an increase in inadequate packaging design and an overemphasis on business to business marketing from other manufacturers, which we believe is damaging to the expansion of GYO.
"The average beginner on a budget is unwittingly purchasing substandard products which lack basic ‘how-to’ advice, necessary features such as drainage holes for vegetable planters and customer support information. Many of these newcomers are sensitive to setbacks and can become disappointed, frustrated and angry.
"There is a direct knock on effect for the garden centres: an increase in returned goods, loss of further sales and regular custom that could have developed from the initial transaction.
"The message we want to send out to consumers is that if they buy one of our products and use it to grow fruit, herbs or vegetables for the first time, they aren’t going it alone, we are here to support them and it’s not going to require extra effort to find out how to get started.
"For example, our patio planters all include easy to follow, expert advice. We use our blog and social media to back up our customer service team that is always on hand to give out advice direct, and the Haxnicks guarantee that is stamped on every pack reassures the consumer even further.
"From the feedback we have had so far, this supportive approach is working, helping to drive return visits to garden centres, not only for Haxnicks products, but related goods such as seeds and growing media as well."