The manner in which people seek for and purchase what they want has forever changed, noted John Kennedy, speaker, author and strategist of BoomerWrangle LLC. The COVID shutdowns accelerated everything.

But the way people shop now is not a replacement for human interaction.

Leading a session at the most recent Cultivate conference, Kennedy mentioned talked about experiential marketing. He highlighted a certain mega-corporation’s “concrete jungle” commercial during Super Bowl LVIII. “It was much talked about and illustrated that nature inspires,” he said. “It plugged into our human condition.” (Along those lines, he also recommended everyone read “The Nature Fix” by Florence Williams.)

But the plants in that ad should have been coming from local growers. “We need to be clawing back our market share from Amazon,” Kennedy emphasized.

One step in doing that is focusing on your brand. He explained that your “brand promise” is what the customer wants from you. Your “brand” is what you stand for – your identity. And your “brand expectation” is your strategy to fulfill your promise.

“You buy from brands that are like you, not from brands that you like,” Kennedy said. “It’s about shared values and it’s more niche now than ever before.”

Another thing to take into consideration with your marketing outreach is the idea that there are three economies: price, experience and convenience. Consumers focus on these different ways to spend their money.

Using a “Retail KPI” study conducted by the Garden Center Group from 2022, Kennedy looked first at brick-and-mortar stores by the numbers. That study found 49% of buyers have made impulse purchases; 86% of buyers are willing to pay more for a great customer experience; 74% of customers buy based on positive customer experience alone; and 80% are more likely to buy when brands offer personalized experiences.

“But only 1.9% of revenues were spent in marketing to attract customers,” Kennedy said. “This proves that a little extra effort can make a huge impact.”

Next, he looked at online stores by the numbers. In 2010, less than 5% of retail sales took place online. During the last decade, that number has grown to 18%. Much of that growth happened in 2020, when e-commerce sales increased by 44%, according to Red Stag Fulfillment’s December 2023 study.

They found 50% of people surveyed reported an order frequency of a few times a week. But 40% claimed inaccurate pricing and shipping costs as the most frustrating parts of shopping online. Here, 2.6% of revenues were spent on both online and brick-and-mortar marketing combined.

With online shopping showing no signs of slowing down, growers must change. Kennedy said there are three types of change: that caused by crisis, change caused by drift (which is reactive) and change caused by design (which is proactive).

“It’s easy to change – do what you can to deliver a perfect product,” he said. “Have it be delivered by a caring, friendly person. Have it delivered in a timely manner. And provide world-class problem resolution.”

That’s all post-purchase, though. Creating an enjoyable or even exciting experience during shopping is a different task.

“Experiential retail is an art, and for retailers to begin mastering it they need to create an experience which increases the time customers spend in the store and around products,” he explained. “It should encourage customers to interact with products. It should involve customers participating in the brand story. It should establish a sense of community around the brand. It should personalize and tailor the experience to each customer.”

This is where being a grower actually makes things easier. Kennedy mentioned that plants invite people to walk farther when they’re in shopping/walking situations. It’s because they’re using their entire sensory systems.

He highlighted some horticulture companies from across the U.S. that he’s found creating integrated retail experiences:

  • At Benken Garden Center, Florist & Event Venue in Cincinnati, Ohio, they offer workshops in all things garden and floral. Arts and crafts classes are available at their garden center or they can travel to host an event in your space. They’re well-known for their “Wine & Dine” workshop.
  • Bedner’s Farm & Greenhouse in McDonald, PA, offers scenic hayrides through their fields, live music and a multi-course dinner prepared with their homegrown produce and other locally produced food, dubbed “Fields to Fork.”
  • Dothan Nurseries Greenhouse, Gardens & Gifts in Dothan, AL, is “finding the groove” by curating and spinning records for customers with an ear for music, all in the pursuit of customer connection.
  • Natorp’s Nursery Outlet & Landscaping in Mason, Ohio, which features a selection of more than 1 million plants, hosts “Planting Playtime,” during which they offer the Kids Potting Bar area.

“When you show people what is possible, anything is possible,” Kennedy concluded.

by Enrico Villamaino