The Good News: The future looks bright for the growth in garden industry spending for 2024.
In the 2024 Axiom Gardening Outlook Survey respondents plan to plant more and expand their gardens in 2024.
- 64.7% of respondents plan to plant more and expand their gardens in 2024.
- 76.2% of Gen Y and 71.2% of Gen Z respondents plan to plant more and
expand their gardens in 2024.
Important News: In the face of the 2024 Axiom green industry study findings, where box stores like Home Depot, Lowe’s, and Walmart command a combined 69% of the market share, Independent Garden Centers face a unique set of challenges and opportunities in 2024. Axiom found that in the past two years IGC customer share fell from 23.5% to 12.8%.
The Potential: However, the potential for digital engagement through the app presents fertile ground for reclaiming and expanding market territory. With the greatest growth opportunity in Gen Z and Gen Y shoppers you must meet them where they live: their smartphones.
Insight into App User Behavior
The challenge? Based on the Axiom report on average, consumers visit IGCs less than once (0.78 times – 13% of 6 shopping visits to an average of 5 different stores) annually for their lawn and garden needs. Yet, our leading app clients witness check-ins (purchases at the register) at a rate of 1.60, demonstrating the power of strategic app engagement. That’s double the rate of the national average. More users equals more visits; more visits means an increase in customer share and an increase in sales.
In reviewing our analytics on app users we identified three primary shopper profiles: coupon shoppers (60%), impulse buyers (35%), and scavengers (5%). They are all necessary elements to the ecology of the retail experience. Their motivation is unique to each segment – your ‘coupon shoppers’ will always use the check-in feature; ‘impulse buyers’ check-in with less frequency but scan the app more for information and inspiration. The ‘scavengers’ respond to deals and promo codes.
Tailored Strategies for Sunrise Marketing App Clients
Enhancing App Adoption and Usage:
Promotional Codes via Social Media: A direct strategy to increase app downloads and engagement. Share exclusive promo codes on your social media channels to entice new users to download and engage with your app.
In-store Staff Promotion: Equip your staff with the knowledge and tools to promote the app to every customer. Their recommendation can significantly influence app downloads and active use. Use the admin function to activate key staff members as ‘app admins’. This loads the admin function to allow them to generate unique QR codes to onboard or check in users. You can also establish goals and schedule signup contests to establish your objectives.
On-site Signage: Utilize physical signs throughout your store to remind customers about the benefits of downloading and using your app. This constant visual reminder can boost app engagement. These can be tailored to your needs. The ‘Ask Us’ feature is a reminder that users can simply ‘tap the app’ to ask questions, or search for information.
Comprehensive Promotion: Leverage all communication channels at your disposal—signs, email, your website, social media—to promote the app. Highlight its features, benefits, and any exclusive deals or information available through the app.
Utilizing Sunrise Marketing’s Expertise:
Sunrise Marketing is ready to amplify your app’s performance with expert content creation to engage and inspire your app users continually. Our advanced analytics tools will provide deep insights into user behaviors, preferences, and engagement patterns, allowing you to tailor your app’s content and promotions to match your customers’ needs closely.
The Objective: Maximize App Engagement
The aim is clear: increase the frequency of IGC visits via the app from the current average of 0.78 to the benchmark of 1.60, thereby enhancing customer spend and loyalty. This ambitious goal is within reach by focusing on strategies that directly impact app engagement and by leveraging the full suite of tools and services provided by Sunrise Marketing.
The Bottom Line: More Users Means Sales
- Set goals for the year – subscriber counts, check-ins and 90 day engagement.
- Train staff – garden centers with engaged staff members generate more new users.
- Promote on all fronts – promo codes are an important tool to convert followers into users, and users into shoppers.
As 2024 unfolds, Sunrise Marketing app clients have a unique opportunity to redefine their competitive edge in the garden retail market. By focusing on strategic app engagement and leveraging Sunrise Marketing’s comprehensive support in content creation and analytics, IGCs can significantly increase their market share and customer loyalty. Together, let’s transform the digital landscape and turn every challenge into an opportunity for growth and success.
