The Opportunities
As our own business moves into the next stage of its evolution, it’s guided by our understanding that gardening has come full circle, evolving from a “have to” discipline to a “want to” affair. Realizing that our customer base has made this philosophical leap, we are eager to create a niche for them—an environment that advances the concept of gardening as living and as life. By creating a destination, rather than a store, we can offer each visitor the opportunity to choose his or her own experience. In doing so, we create another unique possibility—the opportunity to offer our potential partners an infinite range of business possibilities.
New and exciting opportunities exist thanks to a changing global market and the savvy consumers who drive it. And it’s that dynamic combination of opportunity and desire that makes this new business model possible.
Audience profile
Today’s consumer…
- Is environmentally concerned
- Doesn’t want to feel pressured to buy
- Has more money than free time
- Wants to feel like they’re part of a trend
- Requires a hassle-free shopping experience
Partner profile
Like-minded businesses want…
- To partner with companies that share a common vision and philosophy
- To share infrastructure, administration, networking and advertising costs
- To be part of a symbiotic relationship where business is based on community, environment and technology. For example, at the Enjoy Centre, the heat from the glass-blowing studio can be used to heat the greenhouse. The solar power from the greenhouse can be used to generate electricity for the centre’s lights.
- To increase their exposure to consumers who use related products and services
Market Shift
As an integral part of our evolution, Hole’s consults with leading market researchers to stay on top and ahead of consumer trends. Does your business fit into the new consumer’s lifestyle and expectations? Here are a few points to consider.
Neighbour to neighbour marketing. Don’t assume that people know about you just because they live in close proximity to you. Find ways to form neighbourly bonds. If people are aware of your presence but still aren’t shopping at your place, it may be because they don’t understand your business, its services and its philosophies.
Taking it local. You’ve heard about the 100-mile diet but how about the 10-mile experience? More people want to support local business, especially those that will provide an experience. Promote the fact that you are a local business run by local people. Promote local product, display and identify it in-store and inform the customer about it.
It’s not just about speaking the language; it’s about how you deliver the message. Of all Gen-Xers and Gen-Y's polled in one survey, only 40% subscribed to newspapers, and 25% threw away the Yellow Pages. Instead, they communicate and gather information through personal devices, television and radio. Explore text marketing, e-marketing and in-store media delivery opportunities.
Provide really good service and unforgettable ambience. 95% of people cite soft skills (staff, service, ambience—not product) as the reason they don’t go back to a business. Is your team right to grow the business? Does your environment promote a desired mood?
Provide a quality experience. The strength of independent business over big-box stores lies in its ability to deliver quality, specialized variety, knowledge and personal connection. Walk through your customers’ experience with your business from start to finish and identify areas that can be improved, additional service options and what customers really value.
Give your customers a take-home experience. Gen-Xers and Gen-Y's are lifestyle enthusiasts. Oil prices and the economy will prompt them to travel less and to pay more attention to their personal environment. With a little imagination, every business can promote and provide projects for their customers to take home through unique product display. Projects build lasting relationships between supplier and purchaser.
Keep current. Take full advantage of your suppliers’ product promotions and of attention drawn to products through news stories. The National Plant Association of Australia texts its members weekly to advise them of which plants are being promoted on television and print media, talk shows, etc. that week. The businesses then have a wonderful opportunity to tie into this mass product marketing at a personal and local level.
