Retail Revival: We’ve got their green

In my 30 years at Hyannis Country Garden, an IGC on Cape Cod, I have helped hundreds of people design gardens.

Some of them were customers who requested our on-site consultation services, and others were shoppers who were “just looking.” Many have come in with photos of areas that they want to plant, while some were clearly garden lovers who would fall in love with a perennial or shrub and then decide where to place it once it was on their property.

There are, of course, many garden design software programs and apps available, and most recently, people can use AI to generate plans or plant lists.

Given those digital resources, I’ve found it interesting that most of our customers don’t wish to use those aides. Gardens seem to be a place where our clients value direct contact with plants and the involvement of other people.

I’ve come to realize that there are three basic groups of plant consumers, and how they design and plant their landscapes — and what they need from us — varies significantly.

Their garden is their phone background

Some people care as much about how their yard and garden looks as they do about what background image is on their phone. They want something that reflects who they are and makes them happy, but it’s not a subject that is important enough to require a great deal of time and thought.

This customer often hires landscapers to design, install and maintain their property. They aren’t interested or don’t have the time to learn very much about their plants, and they’re comfortable putting their trust in others to do so.

This customer might occasionally come in and make a purchase, but they want it easy and fast. They don’t want to spend time on Google looking at recommended plants. They don’t want to learn about what makes a good garden design, and they don’t want to put any time into discovering just the right cultivar for a particular situation.

For garden centers who don’t have design and install divisions, it’s helpful to develop solid relationships with landscapers who can meet the needs of these customers.

But if your IGC has a landscaping division or design and install services, you can market yourself as the experts who will solve this client’s problems.

For such a customer, attract them with slogans such as “We handle everything. You enjoy everything.” or “Beautiful gardens, effortlessly yours.” or “Hassle-free gardens from start to forever.”

Their garden is their surroundings

Other clients may be more involved with their yards and gardens. They tend to approach the landscape in the same way that they do the interior of their home. These customers seek out professional guidance but are not shy about putting their own spin on their planting.

I have found that this group of people may start a conversation with me by saying, “I’m not a gardener, but…” Then they go on to tell me about plants they love, plants they dislike and what they’re looking for on that particular day.

These are customers who will bring in photos on their tablet or phone and look for plants for a specific location. They will seek out knowledgeable staff members who know which plants are appropriate in terms of growing conditions and size.

These clients are also willing to pay for on-site consultations should your IGC offer such a service. They may or may not follow the advice given during such consultations, but they value an informed opinion and plant suggestions.

Attract these customers with phrases such as “Let’s design it together.” or “Empowering gardeners one plant at a time” or “Where your backyard dreams take root.”

In my experience, this is the largest group of customers we see. But some of these clients will grow into the next category over time: people who appreciate the experience of being involved in their gardens.

Their garden is an experience

For a portion of home landscapers, it’s not just about the final results. This group wants involvement. They like learning about plants, trying different varieties and learning about what grows well. Yes, they might ask your opinions, but they’d never use a software program to design a garden.

These customers want to come in and see what’s available; they may buy a plant for a specific location or make an impulse plant purchase without the slightest idea of where it will grow. Their purchases are often made from the heart, and for this person, the process is just as important as the outcome.

Pull these clients in with beautiful displays, fresh stock and employees that are as excited about plants as they are. Use slogans such as “Come curious, leave inspired.” or “Your garden’s next favorite is here.” or “Let the plant choose you.”

No matter which group our customers fall in, we will always attract them with beautiful garden and plant photos on our websites and social media. Post pictures that show what’s possible for them to grow in your region.

Let them know that no matter what garden style they choose, or their process for designing and planting, you’ve got their green.

C.L. Fornari is a speaker, writer and radio/podcast host who has worked at Hyannis Country Garden, an IGC on Cape Cod, for 30 years. She has her audiences convinced that C.L. stands for “Compost Lover.” Learn more at GardenLady.com