RESTLESS GARDENING SYNDROME

“Restless Gardening Syndrome” and the opportunities for the Australian Garden Industry

By John Stanley, The Retail Guru, John Stanley Associates

Every business in the world has to change as a result of COVID-19. That was the message I presented at a workshop to TAFE/Murdoch students and guests at a session held at Murdoch University campus in WA in late July.

Over the last few months I’ve been working with nursery industries around the world developing strategies post COVID-19. Along with my garden centre consultancy colleague from America, Sid Raisch, we’ve coined the term “Restless Gardening Syndrome” to explain the increase in demand for garden products and the surge in spending in the garden sector around the world.

I spoke about the world discovering gardens and gardening in these unusual times and that the industry around the world has adapted quickly to the changes. Including the introduction of “Floral Friday” which has started a well being movement around plants.

I addressed the growth trends in nursery production, landscaping and garden retailing, and used examples from the industry around the world, as well as examples from within the industry in Australia and other businesses sectors where we could adapt the ideas moving forward.

I explained why some independent horticultural businesses are seeing large

growth in sales whilst others are in fact seeing a decline in sales, in what is a growth market.

Following the three-hour presentation, which was interspersed with many questions and discussions, I led the students through an interactive session where they explored the opportunities in Australia. They were asked to prioritise what they believed they will need to change and what actions they will need to take over the next three years in the industry to ensure the sector thrives.

These were their key priorities:

1. There is a need to better understand the target consumer and then develop marketing strategies to meet the needs of the new consumer. Especially as the consumer needs and wants have changed so dramatically in the last few months.

2. Develop new ways of selling plants based on techniques that are being introduced successfully overseas.

These include; Click and Collect, Grab and Go, Drive-through garden centres and Success Kits. 3. Develop a sustainable strategy to reduce the plastic and packaging in the industry and the removal of harmful chemicals from the industry.

4. Embrace new technology and introduce virtual plant showrooms, promote

Apps such as Plant Snap or develop similar Apps for the Australian market.

5. Develop opportunities in the wellbeing market as they relate to the garden industry and promote the benefits to the consumer.

6. Develop the job opportunities in the industry especially for younger people.

This was a unique opportunity for millennials to share their view of the industry and to put together strategies they would introduce to ensure future success. The workshop was a wonderful, interactive experience and everyone left feeling like they had learnt from each other and it highlighted that the future of our industry is in good hands.

RETAIL STATE OF PLAY

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Maximise Christmas sales and remember December and January entertaining

By the time you read this story it will be spring, hopefully lockdown is over in all areas of Australia, so make the most of your opportunities. The only thing stopping fabulous sales from December on is the weather, but you know the saying: “Don’t worry about the things you cannot control.” Weather is one of those things so take a punt, stock up and profit. I know that as you move into summer you need to control your plant stock more carefully but I see many centres who reduce their stock levels too far and the visual of your centre suffers as do impulse sales. Yes, there is a fine line there, but you are better off having a few throw outs rather than missing sales. If you ain’t got it then you cannot sell it. Garden Releaf 2021 will happen in March but there may be a question mark over just how garden centres handle events depending on COVID-19. Date is to be confirmed. However, after our 2020 year there will never be a more opportune time to help raise funds for Beyond Blue or your own local cause.

Well stocked – Town & Country Balwyn

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