Jeff O’Brien, Director of Sales at Van Belle Nursery and an advocate for the ornamental industry, has embarked on a mission to understand and address the challenges faced by consumers interested in plants but not making purchases. O’Brien, passionate about enhancing consumer experiences, chose ‘consumer purchasing behavior in the retail garden center’ as the focal point for his MBA dissertation. In this article, we highlight some intriguing findings from his 10,000-word study, which he considers a stepping stone for future endeavors.
Filling the Gap in Literature
O’Brien identified a notable gap in existing literature concerning consumers intrigued by plants but refraining from buying them. He believes that by addressing the issues faced by this segment, the industry can attract more consumers, fostering overall success. O’Brien’s study delved into qualitative, semi-structured interviews with top independent garden center buyers in North America, a major accounts manager from a leading nursery, and a consumer focus group comprising seven millennial participants.
Key Findings – More Education and Inspiration Needed
Among the study’s significant takeaways, O’Brien highlighted the commonality among consumer participants—they frequently researched plants and expressed a desire to buy them. However, a substantial portion failed to make it to the garden center due to a fear of failure. This hesitation stemmed from concerns about wasting money on plants that might not survive. O’Brien emphasized the need for industry-wide efforts to educate and build trust with potential consumers online, ultimately inspiring them to visit retail garden centers.
Another interesting revelation was the perception that the younger generation prefers digital solutions and smaller garden centers. However, O’Brien’s study contradicted this, showing that consumers, even the younger demographic, were willing to travel considerable distances to spend a full day at a well-designed retail garden center. This challenges the industry to balance efficiency with a positive customer experience.
What’s Next?
O’Brien sees the study’s findings as a launching pad for future initiatives. He plans to share more insights through his brand, utilizing short video messages and podcasts on LinkedIn. Additionally, O’Brien aims to engage in speaking engagements to disseminate this valuable information within the industry, empowering consumers with the tools and support they need for successful plant experiences.