Trends & Plants that go with them!

Transcription

1 Trends & Plants that go with them!

2 Why Us? Created and developed the GrowIt! App Work out of the #1 Ranked Tech Incubator in the U.S. (1871) Landscapes and landscapers changing rapidly!

3 Mason Day Marketing Director 500,000 consumer to date. Grew up on a produce farm and garden center in Michigan

4 Seth Reed Business Development Director Recruit IGC s and Botanical Gardens Worked at an IGC in high school, LS firm in college and have been in the industry ever since

5 Jeff Gibson Landscape Biz Manager Landscape contractors, Landscape architects, Growers and Nurseries Old Guy!...

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7 Top Consumer Trends effecting Plant Sales Life On-Line

8 New Technology Staying on the cutting edge Online sales Retail data analysis Services Pinterest is changing gardening & Landscaping! WebTrack is changing how our customers order Houzz GrowIt!

9 Average Person 2 hours / day 15% 4+ Billion video views each day 1.3+ Billion mobile users 1 Billion+ active users 300+ Million users Ads Program going global!

10 465+ Million Users 110+ Million users 71% Female Avg. pin generates 6 Website visits Niche Sites GrowIt!, Houzz, Etsy, Angies List All dedicated to specific purposes

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12 Zon d Amazon grabs 44% of U.S. e-commerce sales in 2017 One Click Retail 4% of the country s total retail sales for the year approximately $200 billion Amazon Year in Review: The 5 Biggest Trends of 2017 Most sales 2017 Consumer electronics Home & kitchen, publishing divisions Sports & outdoors $8 billion. $5.5 billion and $5 billion $4 billion in sales.

13 Zon d Today, over 50% of product searches begin on Amazon Only Amazon can convert Click-throughs to sales

14 Zon d Ultimately, success for both Amazon and for brands that sell through the platform comes down to knowing your audience Spencer Millerberg, CEO, One Click Retail.

15 Wheres the growth National Gardening Association 2017 National Gardening Survey

16 Where they buy? National Gardening Association 2017 National Gardening Survey

17 Households participating National Gardening Association 2017 National Gardening Survey

18 Household participation Compound Annual Growth Rate Top 5 1. Food Preservation 2. Landscape 3. Garden Info 4. Power Equipment 5. Soil amendments

19 Gardening Consumers U.S. Gardeners None of the Above 22% Master Gardener 2% Garden Enthusiast 7% Casual Gardener 32% Just-Cut-the- Grass 18% Reluctant Gardener 19% Source: National Gardening Association; "What Gardeners Think; 2009.

20 9% Gardening Consumers experienced

21 Meaning less than 9% of potential customers know

22 Out of 36,000 plants identified on GrowIt! in out of 6 Hosta, Daylily, Peony People aren t looking for Hemerocallis fulva Tigress Eyelashes More Like Something Orange that I won t have to buy next year.

23 Changing Customers Experienced GARDENER AGE: 50+ Years of experience: 15+ Main Drivers: Hobby/Beauty Relaxing/reduce stress Keeping up with my friends I collect those I ve got the best Azaleas on the block. My flower beds are gorgeous. Plant CASUALIST AGE: Years of experience: 2-7 Main Drivers: Function Can I eat it? Does it spruce up this room? Reflection of my individuality Most of my plants are in containers and I love houseplants.

24 Millenials vs. Boomers

25 Finding Plants Millennials Boomers

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27 The New Shoppers Millennials now, but quickly becoming ALL Generations. Everyone wants to act younger. It s becoming less about when you were born, and more about the technology that you ve become accustomed or adapted to. Diversity It s a global society. Want to make a difference, Or at least feel like I am. We trust our peers more than anyone. Which is why we share almost anything online. Make it convenient for me to buy from you even if it costs more. Can I buy a subscription? Can you deliver? Here s the thing: we crave personalization. Talk to ME, challenge ME, and be honest with ME.

28 The new normal 5 million of the 6 million new HH, year olds There are more year olds than boomers This generation has more of a connection to the earth, the environment, FOOD GARDENING Food gardening, 3.6billion. Bigger than flowers Under 35 s spent 2x the amount on berries and herbs

29 The Shopper Retailers Want is 26 Years Old Wall Street Journal, 10/10/17

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31 New Shoppers FOUR generations shopping today! Guys in the garden Families shopping Lack of gardening background - need help Best choices curated by experts Research before purchase - it s easy Top 5 1. Food Preservation 2. Landscape 3. Garden Info 4. Power Equipment 5. Soil amendments

32 Can they find you?

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34 Purchase locations Lowe s Home Depot IGC Lowe s Home Depot IGC Lowe s Home Depot IGC

35 50,000 people searched local places to buy plants last growing season on GrowIt! alone.

36 TIPS FOR CONNECTING APPS! - the great divide TARGETING paid marketing is up VISUAL CONTENT + VIDEO grab attention CHAT APPS more users than the top 4

37 500,000 users All Interested in Plants

38 GOAL: LEARN TO SELL ONLINE SOMETHING ANYTHING! PRODUCTS OR SERVICES SELL THROUGH FACEBOOK SELL THROUGH LOCAL SITES IN-STORE PICKUP IS MARKETING!

39 E-commerce, Delivery and You Inventory, Inventory, Inventory! Knowing What You Have = Knowing What You Can Sell

40 2018 Realities More Ratings easy systems + trusting consumers Social in the office as millennials take charge News (Fake News!) FaceBook users make hard choices New ways to communicate concise + nonverbal Storytelling! Instagram Stories, FB Memories, Iphone slide shows Virtual Reality (of course ) FB Oculus; Google; HTC All of this can be used to inspire trust!

41 THE NEW SHOPPERS House Jungles Urban Wilding Urban Rainforests OR JUNGALOWS! They love us!

42 Going indoors! Houseplants are back! Top 5 plants added by millennials. The 70s have returned (Macramé) Adding Interior Plantscaping to your repertoire

43 Fill the Need - Plants Echeveria #1 Plant Added by Millennials on GrowIt! Princess Deep Blue Exacum

44 Fill the Need - Plants Joker Ornamental Pepper Pitcher Plants

45 In with the New Succulents #1 Searched Term on GrowIt! Pineapple #2 Searched Term on GrowIt!

46 Always Classic! Roses Hydrangeas Top 5 Searched Term on GrowIt Top 5 Searched Term on GrowIt

47 New Takes on the Classics Rose Variety Hydrangea variety

48 Landscape Trends Trusted Partner Go Mobile Get into the Pot! Function Junction

49 Trusted Partner M. Erbs Fine Gardens Denville, N.J.

50 Your Team = Their Team

51 Pinterest

52 Houzz

53 Testimonials

54 Trusted Resource Why? Launched Q&A Feature Spring ,000 Questions, 32,000 Answers 25% How do I take care of? 17% What s wrong with? 16% Is this a weed? Garden Centers and Landscape Professionals have the info!

55 Crowdsourcing - Information If you don t have the answer, someone else does. Your Staff They all can be experts. They just have to know where to look!

56 Packages Live Chat

57 Plants can be Packaged Too! Value Package Bonanza Yellow Marigold Trendy Package Twisted Yellow Celosia

58 Plants Are Packages Too! Premium Package Echinacea Sombrero Lemon Yellow Helps people understand a price point. Drives a psychological value add for mid-tier. Consumers DON T understand: Difference between Marigold and Echinacea Consumers DO understand: Difference in packaged value

59 Get Into the Pot!

60 Get Into the Pot! Housing demographics = smaller yards, less lawn, more patio/deck Consider offering a subscription container service

61 Small-Space Cityscaping Young, Inspired, trendy Containers, and roof top gardening Unusual, durable, long-lasting plants Food gardening and millenials 89% growth in 5 years! Michelle

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64 Get Into the Pot!

65 Planning it out Over 2000 projects on GrowIt! with Patio or Container in the project title. Over 25% of the last 25,000 photos are outdoor plants in containers. Another ~10% - Specifically indoor containers.

66 Small Spaces, Big Options Edibles Tidy Rose Tomato Edibles! Bushel and Berry Blueberry Glaze Tomatoes a Top 5 Searched Plant on GrowIt! Overall not just in Veggies Berries are an EXPLODING category.

67 Small Spaces, Big Options Décor Summer Romance Merlot Dipladenia Décor Petunia Night Sky Great match forcolor of the Year Ultraviolet

68 Subscription Services

69 Subscription Services

70 Subscription Services

71 Subscription Services Spring Summer

72 Subscription Services Fall Why? Recurring Revenue Value Added Product Positioning People are accustomed to purchasing this way. Idea Expiration Dates

73 Simply Salad Kale Mix Little Napoli F1 Roma Paste Tomato Dolce Fresca Sweet Italian Basil Purple, Green, Blue Lasts longer in a container Pre-mixed in the seed to growers! days to harvest Roma tomato for the patio! That s Amore! No seed set! Won t get leggy 28 days to harvest AAS winner

74 Function Junction New gardeners = new take on what plants do Emphasize functional aspect (best examples; pollinators, wildlife gardening)

75 All Natural landscaping Institutional Inspirations New thinking about landscapes Natives, Perennials with natural look Has a budget and knows how to spend it! Lauren

76 Institutional

77 Municipal

78 Commercial

79 Functional Aspects Produce oxygen Sequester carbon Windbreaks Noise, air, water, light pollution Water runoff & erosion control Water and soil remediation

80 Function Junction *NEW* Does it smell good? Lavender consistently a Top 10 plant In containers and in the ground Multipurpose

81 Stats to Match Top 2 Hashtags on GrowIt! for 2017 #pollination Million Pollinator Garden Challenge Thousands of people already having the conversation about using better environmental practices in their landscapes. #Garden4Wildlife National Wildlife Federation

82 IGC Retail Support Flourish! Bringing New Life to Your Garden Center Print piece Facebook - FlourishIGCs Twitter

83 PEOPLE + PLANTS Don t try to sell them a sea of green Bill Calkins

84 IGC Retail Support Downloadable Bench Cards! Tons of traffic Great for growers, too Now in two sizes Linked to WebTrack Catalog Product Search! Retail Support at BallSeed.com

85 Landscape Resources

86 Landscape Resources

87 Landscape Resources

88 Landscape Resources

89 Thank You!