OFA Bulletin May/June 2013 : Page 1
bulletin MAY/JUNE 2013 NUMBER 939 WoMen shoPPers: different styles and What attracts theM By Bridget K. Behe American women make or influence a majority of all items purchased. That they have been a core target market for horticultural products and services comes as no surprise to many industry professionals but their shopping style and interactions with products and staff may. Two colleagues wrote a fascinating book in 2011 about different types of women shoppers that might shape some of the retail practices you engage in this spring. Drs. Patricia Huddleston (Michigan State) and Stella Minihan (Deakin University, Australia) wrote Consumer Behavior: Women and Shopping (Expert Press, LLC). In this book, the authors address the differences between men and women shoppers, reveal shopping styles, profile five types of women shoppers based on interviews, and make recommendations for retailers to improve the shopping experience. Shopping for plants this spring will most certainly invite a range of people, with varying priorities and motivations. Some will come to look and enjoy, others will be on a fast in-and-out mission, still others may make several trips before making a purchase. One of the key take-home messages of the book is that shopping is an experience. Depending on the product and situation, shopping conjures up a range of emotions. Grocery shopping wasn’t even considered a shopping experience as much as it was a regular chore! For us in horticulture, the shopping experience has great potential to be positive. Think about the sensory rich environment with colorful flowers, fragrant herbs, the promise of tasty vegetables, and the sounds of water or birds. Our retail environment is primed not only for sales, but for prompting repeat visits and repeat purchases by making the shopping experience more positive. MORE ON PAGE 3 MuM Pals: Production techniques & Marketing ideas for alternative fall croPs By Thomas Contrisciano and Bin Liu Late summer and early autumn signal a change not only in weather but also in the daily routines of Americans. Summer vacations have wrapped up, children go back to school, and people once again refocus on beautifying their homes and gardens. To coincide with this seasonal change, retailers nationally have begun to expand their fall-oriented product offerings to capitalize on this increased consumer desire. This retail activity includes Halloween decorating, but goes well beyond ghosts, goblins, and ghouls. Especially in the Northeast and Midwest, corn mazes, hay rides, and pumpkin decorating have now become part of family fun activities and can generate significant income for garden centers and other agri-businesses. Luckily over most of the country, this early fall or “back to school” period offers some of the most ideal weather for spending time outdoors. As part of the current trend in fall decorating, employees at many garden centers, retail greenhouses, and grocery store chains are noting an increased demand for colorful bedding and potted plants. MORE ON PAGE 4 inside this edition Women Shoppers: Different Styles and What Attracts Them Mum Pals: Production Techniques & Marketing Ideas for Alternative Fall Crops To Preserve, Protect, and Promote Moisture Level in Propagation Substrates Do-It-Yourself Training Videos Why AAS Winners are Proven Performers How Insect Growth Regulators for Use in Greenhouse Production Systems Work Member Spotlight : Rijnbeek & Son Perennials Nominees for OFA Officers & Board of Directors OFA News 1 1 2 8 16 17 18 20 22 24 Attributes & Strategies of a Successful Garden Center 11 OFA Short Course Registration and Hotel Information 25 This is a member benefit of OFA – The Association of Horticulture Professionals.