Click & Grow: Adapting to the Evolving Retail Landscape in Lawn & Garden

The days of relying solely on brick-and-mortar stores for lawn and garden products are fading faster than a summer bloom. Today's consumers, whether seasoned gardeners or curious newcomers, expect a seamless, omnichannel experience that blends online browsing, convenient mobile ordering, and the option for physical interaction. As suppliers, retailers, and professional users in the lawn and garden industry, adapting to this evolving landscape is crucial for continued success.

The Rise of E-commerce

Let's face it, online shopping is booming, even for lawn and garden care supplies. From seeds and fertilizers to tools and gadgets, consumers are increasingly turning to e-commerce platforms for convenience, competitive prices, and wider product selection. As a supplier, ensuring your products are easily accessible and well-represented on major online marketplaces is no longer optional, it's essential. Partnering with retailers with strong online presences is also key to reaching a wider audience.

Remember that online sources of information matter, especially to younger consumers. Younger consumers are also more likely to obtain information online, whether before going to the store or with a mobile device while they shop; their regular sources include product ratings, manufacturers’ websites, blogs, and/or message boards. This tendency declines with age, though. For instance, 35% of consumers under 35 who bought lawn and garden supplies in the preceding year factored online product ratings into their choice, compared to only 22% of those over 55 (falling to only 15% when looking only at those over 75).

Beyond the Click: Brick-and-Mortar Holds Its Ground

But don't write off brick-and-mortar stores just yet! Physical stores offer invaluable benefits, like expert advice and the ability to walk out with your purchase immediately. For professional users, physical stores can be one-stop shops for bulk purchases and personalized service.

The in-store setting is still where consumers learn about new products and how to solve their particular lawn and garden care challenges. While online information is important to younger consumers, attention paid to key in-store sources of information grows with age. For instance, the information on the packaging, the recommendations of store staff, and point-of-purchase displays were more likely to be reported as vital sources by older consumers.

Click & Collect: The Best of Both Worlds

Click-and-collect, where customers buy online and pick up in-store (BOPIS), is the perfect marriage of convenience and physical interaction. This option allows busy consumers to skip the checkout line while still enjoying the benefits of seeing and touching products before purchase. For professional users, click-and-collect can be a time-saving solution for picking up essential supplies.

Adapting Your Strategy

So, how can lawn and garden consumable suppliers and retailers adapt to this evolving landscape? Here are some key strategies:

• Invest in an e-commerce presence: Ensure your website is user-friendly, mobile-optimized, and offers relevant product information. Consider partnering with online marketplaces.
• Offer click-and-collect: Partner with retailers who offer this service or implement it in your own store.
• Embrace omnichannel marketing: Integrate online and offline marketing efforts to provide a consistent brand experience across all touchpoints.
• Leverage data: Use customer data to understand buying habits and preferences, personalize your offerings, and target marketing campaigns effectively.
• Build strong relationships: Collaborate with other industry players, from suppliers to retailers and professional gardening services, to offer comprehensive solutions and a unified customer experience.

By embracing the changing retail landscape and implementing these strategies, you can turn the "click & grow" model into a recipe for success in the ever-evolving lawn and garden industry.

For more information, see Freedonia’s benchmark report on Lawn & Garden Consumables.