September/October - 18

MANAGEMENT
price itself was the best information
to promote the sale. The bottom line
is: If you want to sell new or novel
plants at a higher margin, discuss
benefits not features. When a plant is
on sale or a real value, that is the only
information you need to convey. In
fact, this is the only time price should
be the headline, in a font size that can
be seen from 25 feet away.
But plant benefits aren't valuable
According to research, consumers believe that locally grown plants are of higher
quality, thus meriting a higher price. Here, Benken Garden Center advertises that
its poinsettias are grown on-site. Photo by Teresa McPherson.
to price-conscious consumers. Alicia
Rihn, Ph.D., and colleagues showed
that communicating benefits like instate
production, pollinator benefits
and organic production detracted
from or reduced the perceived value
of those plants. In other words,
when a consumer is price-conscious,
they are making decisions on price
alone. Showing them additional
plant benefits backfires because
they believe that the plant may
be out of their price range. A
good understanding of how priceconscious
(or not) your customers
are should influence some of your
signage and communications.
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18 | LAWN & GARDEN RETAILER | SEPTEMBER/OCTOBER 2024
Branding Behavior
Does branding plants really work?
In other words, are there some
customers who believe branded
plants are better than generic or
plants without a brand? Yes, indeed.
It is hard to imagine a world without
plant brands today, but branding
is still relatively " new " to plants
and there are still some skeptics.
In our study, 28.1% of our sample
participants who viewed branded
and unbranded plants (unbeknownst
to them, the plants were digitally
identical) said that the branded
plants were of higher quality, which
merits a higher price.
Not all customers agreed. Nearly
12% of that same sample said the
generic plants were of higher quality
than the branded plants. You can
imagine their thoughts on pricing -
and it probably was that the branded
plants were priced too high and
not worth more than the generic.
But look at the difference in what
customers thought about both the
branded and the unbranded plants.
Sixty percent of the sample said the
plants were of equal quality (and

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September/October

Table of Contents for the Digital Edition of September/October

Editor's Letter
Table of Contents
Healines/Calendar
Innovative Ideas: How to Houseplant
Products: Editors' Picks
Management: Revamp Your Retail Series: Consumer Psychology
From the Road: From 'Air Plants to Rare Plants'
Trade Shows: 15 Retailers' Choice Awards given at Cultivate '24
Management: Gifts & Gardening with Seaside Charm
Garden Gifts: In Full Bloom
Visual Purchasing Guide
Ad Index
5 minutes with: Bonita Weinstein
September/October - 1
September/October - 2
September/October - 3
September/October - Editor's Letter
September/October - 5
September/October - Table of Contents
September/October - 7
September/October - Healines/Calendar
September/October - 9
September/October - 10
September/October - 11
September/October - Innovative Ideas: How to Houseplant
September/October - 13
September/October - Products: Editors' Picks
September/October - 15
September/October - Management: Revamp Your Retail Series: Consumer Psychology
September/October - 17
September/October - 18
September/October - 19
September/October - 20
September/October - 21
September/October - From the Road: From 'Air Plants to Rare Plants'
September/October - 23
September/October - 24
September/October - 25
September/October - Trade Shows: 15 Retailers' Choice Awards given at Cultivate '24
September/October - 27
September/October - 28
September/October - 29
September/October - 30
September/October - 31
September/October - Management: Gifts & Gardening with Seaside Charm
September/October - 33
September/October - 34
September/October - 35
September/October - Garden Gifts: In Full Bloom
September/October - 37
September/October - 38
September/October - 39
September/October - Visual Purchasing Guide
September/October - 41
September/October - 42
September/October - 43
September/October - 44
September/October - 45
September/October - 46
September/October - 47
September/October - 48
September/October - 49
September/October - 50
September/October - 51
September/October - 52
September/October - 53
September/October - 54
September/October - 55
September/October - 56
September/October - 57
September/October - 58
September/October - 59
September/October - 60
September/October - 61
September/October - 62
September/October - 63
September/October - Ad Index
September/October - 65
September/October - 5 minutes with: Bonita Weinstein
September/October - 67
September/October - 68
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https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
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https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
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https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2020
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https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
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https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2019
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