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."


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Garden centre profile: Hulme Community Garden Centre, Manchester

Garden centre profile: Hulme Community Garden Centre, Manchester

High environmental standards, community work and support for local suppliers are all lessons for the wider garden retail industry, Matthew Appleby discovers.

How can garden centres reduce plastic use?

How can garden centres reduce plastic use?

Garden retailers are under pressure to use less plastic as the Government's new 25-year environment plan seeks to introduce a wave of measures to reduce pollution.

Will peat use be taxed or banned?

Will peat use be taxed or banned?

The Government has made strong statements on peat reduction in its new 25-year environment plan, published in January.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 100 GARDEN CENTRES 2017

See our exclusive ranking of garden centre performance by annual turnover. 

Garden Centre Prices

Peter Seabrook

Inspiration and insight from travels around the horticultural world
 

Read more Peter Seabrook articles

Neville Stein

Business advice from Neville Stein, MD of business consultancy Ovation
 

Read latest articles