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  • The millennial effect on your garden centre

    Ask the millennial plant parents about their collections – they’ll gush with such pride that you’d think they were talking about their child.

    Millennials are digitally obsessed and socially charged. The generation more valuable than their purchasing power would indicate. Due of their aptitude to influence potential customers.

    Around one in three millennials would like to grow fruit and veg. With more than a quarter wanting to expand their knowledge on sustainable gardening.

    This offers a unique opportunity for garden retailers. Developing their reach, footfall and turnover.

    While millennials may not be your ‘average’ garden centre client, they’re a cohort with an exceptional influence, a great power and an ever-growing purchasing potential.

    Millennial customers are hard to find and even harder to understand. A generation fixated on saving the environment and social issues. Becoming a key demographic in the garden retail market.

    GreenHouse Manager, Katie Spirgen said: “Millennials are a great marketing tool. Members of the younger generation are much more open to sharing their opinions, good and bad, about products and services”.

    Thus, meaning they’re more entitled to trust an opinion from a friend than an expert. Social media is they key avenue to the hearts (and wallets) of millennials.

    “From small beginnings with a succulent here and a house plant there, the under 35’s are now truly engaged in the full range of gardening activities” Ian Baldwn, Analyst of Garden Research’s 2018 National Gardening Survey.

    Succulent Social Media

    Millennials, newly referred to as ‘Generation C’ (the C standing for connect), are a group that traditional methods are no longer used on as far as marketing is concerned. They no longer connect in person, principally relying on social media.

    Ensuring your garden centre is making use of this tool is an essential advertising instrument. Styling your garden centre appeal to the millennial generation.

    It’s important to focus on the future. This is the generation that is involved in what you have to offer. How you can make the future greener and cleaner. Millennials are on Facebook, Twitter, Pinterest and if your garden centre isn’t there too, it’s missing the boat.

    We have Generation C to thank for the new digital era. Using their knowledge behind the concept is bound to drive footfall to your centre. “Make your store Instagram-able” shares Sophy Searight, of Inside Retail.

    Just one photo of your products and services could reach a following of all generations. Even communicating with strangers. Presenting endless opportunities for your garden centre.

    Share Your Knowledge with the millennial

    Lawn and Garden Retail have expressed that “Millennials are only just learning how to garden and are hungry for information. Now’s the time to establish yourself as the gardening expert and gain their trust. Make your knowledge and tips easily accessible”.

    Millennials are used to having information at the click of a button. But after trawling through Pinterest and walking into your garden retailer with a head teeming with ideas and a craving to spice up their curb appeal; millennial’s can be initially overwhelmed in this new world.

    Making their journey through your store interesting and interactive will make the younger generation want to shop. Putting their ideas into practice.

    Garden centres are unfamiliar territory for millennials. It’s a new concept which they will need more assistance in finding their feet. Being a source of knowledge is huge asset to your business.

    The Wellness Generation

    “Plants resonate with millennials as an antidote to this insane connectivity” says Eliza Blank, founder and CEO of plant retailer The Sill.

    66% of millennial gardeners now turn to the internet for gardening advice and they’re 88% more likely to keep plants in their rooms, compared to the over 65’s.

    Due to the intensifying costs of getting onto the property ladder, marriage and children, millennials are investing their time and money elsewhere.

    “People are designed for connection and nurturing, but with more millennials waiting until later in life to have babies and settle down, young people are turning to plants” says Lucy Ewing, therapist, millennial and plant enthusiast.

    Plants necessitate less care than other living things. Yet still deliver the chance to nurture something. Giving Generation C a sense of contentment and purpose.

    The new millennial obsession with houseplants encourages nurturing, patience and self-care. Fostering a community in a world where people can otherwise free isolated. Their spending potential and influence can be of great benefit for your garden centre. Generating business, working with a new market and passing down old tips and tricks to a new generation.

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