The horticulture industry has seen remarkable growth in recent years, fuelled by a surge of interest during the COVID-19 pandemic. Recent data reveals that 30 million people planted something for the first time during the lockdown, with 3 million of them having never planted anything before. This influx of new gardeners offers exciting opportunities for the industry, but it also presents challenges in communication, education, and customer engagement.

 

In a recent fireside chat at Glee 2024, three industry experts shared their insights on how to navigate these challenges: Boyd Douglas-Davies, a seasoned horticultural expert; Kimberley Hornby George, founder of Hornby George PR; and Vanessa Cranford, Managing Director of Spring Marketing. 

This conversation explored strategies for adapting communication and tools to support growth in the rapidly expanding horticulture sector.

 

 

The Surge in New Gardeners

The growing number of beginner gardeners presents a challenge for the horticulture industry: providing accurate, reliable information to an audience unfamiliar with gardening practices. Without clear, authoritative guidance, there is a risk of misinformation spreading.

 

Effective communication is key to preventing this. By positioning itself as the trusted source of knowledge, the horticulture industry can engage these new gardeners, offering them the expertise they need to succeed. This approach not only helps build trust but also fosters long-term customer loyalty, turning first-time gardeners into lifelong enthusiasts.

 

 

 

Reaching New Audiences

Implementing Technology

In 2005, loyalty programs were mostly paper-based, with customers collecting stamps on business cards to earn rewards like free coffee. Over the years, these programs evolved to include customer email addresses and the introduction of loyalty cards, enabling the accumulation of points on purchases.

 

The real transformation occurred with the integration of digital tools, such as email campaigns and notifications, allowing businesses to tailor promotions based on seasonal trends and sales cycles. Digital loyalty schemes now provide a wealth of data, offering valuable insights into customer behaviour, including visit frequency, purchasing habits, and whether they are repeat customers.

 

Today, loyalty programs in garden centres have become highly effective, with customers visiting an average of 5.7 times per year, according to industry data. These programs aim to deepen customer engagement, boost spending, and strengthen brand loyalty, playing a vital role in building long-term relationships with customers.

 

As the industry moves further into the digital age, technology plays an increasingly important role in reaching younger audiences. Launching apps has allowed garden centres to attract younger customers, including millennials and Gen Z. Interestingly, 75% of app users are from these younger demographics, indicating a shift towards tech-savvy consumers who expect seamless digital experiences.

  

At the same time, older generations, including baby boomers, are also showing interest in technology, particularly when it is user-friendly and offers clear benefits. Garden centres should focus on building relationships with customers through these digital tools, ensuring that they understand their needs and preferences.

 

The data collected through these apps is invaluable, providing insights into how customers interact with the garden centre, what products they purchase, and how often they visit. This allows businesses to tailor their communications and offers, creating personalised experiences that enhance customer loyalty.

 

 

Content Is King: Delivering Accurate and Engaging Information

To connect with and engage new gardeners, garden centres must focus on delivering high-quality, factually accurate content. Establishing a strong partnership with suppliers, who often possess a wealth of data, facts, and figures about the products, allows garden centres to utilise this information effectively. This valuable content can be shared across various platforms such as blogs, social media, and loyalty programs to educate and engage customers.

 

While suppliers provide essential information, it’s important not to simply copy and paste their content. Garden centres should collaborate with professionals to tailor the information, aligning it with their brand’s tone of voice. Whether the brand is fun, personable, or professional, maintaining consistency in communication is crucial to ensure it resonates with the target audience.

 

Another key consideration is adapting content to match the customer’s experience level. New gardeners will have different needs than experienced horticulturists, and the information provided should reflect that distinction. By creating an inviting and consistent environment, garden centres can foster a sense of community, becoming hubs where all customers feel welcomed and engaged.

 

 

The Importance of In-Person Engagement

While digital communication plays a crucial role in modern customer interaction, there remains a strong need for in-person engagement, especially for older customers who may be less comfortable with technology. Hosting workshops, demonstrations, and Q&A sessions offers garden centres a valuable opportunity to engage with customers in a hands-on, personalised way. These events not only showcase products but also provide expert advice, fostering a sense of community around the garden centre.

 

For instance, wreath-making workshops leading up to Christmas have proven to be highly popular, with many garden centres reporting sold-out sessions. Likewise, orchid help days and plant expert Q&A sessions have attracted significant attendance, highlighting the strong demand for in-person learning and community-building activities.

 

 

Leveraging Influencers and Content Creators

 

Another opportunity for garden centres is to collaborate with influencers and content creators, or “garden grammers,” as they are sometimes called. These individuals have built large online communities of gardening enthusiasts and can help promote garden centres to a wider audience.

 

While some influencers may have larger-than-life personalities, they can be valuable partners in delivering engaging, relevant content to customers. By working with influencers, garden centres can tap into their expertise and reach a broader, often younger, audience.

 

 

The Future of Peat-Free Gardening

The move towards peat-free gardening is one of the most significant changes currently impacting the horticulture industry. With deadlines approaching for the phase-out of peat, garden centres must work closely with suppliers to educate customers on the benefits of peat-free products.

 

Utilising data from loyalty schemes can play a vital role in this transition. By tracking customer purchases of peat-free products, garden centres can provide personalised follow-up communication. For instance, if a customer buys peat-free compost for the first time, an email offering tips and advice on its use can be sent. This type of tailored interaction not only educates customers but also builds loyalty by demonstrating that the garden centre is invested in their success.

 

 

 

The horticulture industry is at a crossroads, with new gardeners entering the market and digital technology transforming the way businesses communicate with their customers. By embracing digital tools, loyalty schemes, and personalised content, garden centres can build stronger relationships with their customers, increase engagement, and drive sales.

 

At the same time, it is important not to overlook the value of in-person engagement, whether through workshops, demonstrations, or simply creating a welcoming environment where customers can learn and grow. By combining the best of both digital and traditional methods, the horticulture industry can continue to thrive in this new era of gardening.

 

The future of horticulture lies in its ability to adapt to these changing times, embrace new technologies, and continue to provide valuable, accurate information to both new and experienced gardeners. With the right communication strategies in place, the industry can not only meet the needs of today’s customers but also cultivate a loyal, engaged customer base for years to come.