Cashing in on gardening motivations

Tune into a live webcast with Bridget Behe for guidance on the 2021 retail season.

Garden ornament
How can you improve your retail for an even better spring 2021? Photo by Jeremy Jubenville, MSU Extension.

The Michigan State University Extension floriculture team is pleased to present a spring seminar with horticultural marketing professor and consumer preference guru Bridget Behe. This webcast is tailored to garden retailers and will air live on Thursday, Feb. 18, 2021, at 11 a.m. Registration is free and open to all.

Last spring, retailers across the United States were forced to take a step back and reevaluate the entire shopping experience at their operation to minimize the spread of COVID-19, the infectious disease caused by the novel coronavirus. Because this was uncharted territory and purchasing outcomes are often associated with aesthetics and impulse decision-making, many retailers were at a loss at what to do. In April 2020, Behe provided a set of recommendations for low-contact sales to an eager public. In response, garden retailers across Michigan implemented a number of new practices to reduce person-to-person contact at their operations.

For those interested, the recording of Behe’s spring 2020 presentation on adjusting sales practices during a pandemic, the accompanying summary article series and additional resources can be found at the MSU Extension floriculture COVID-19 Resource page.

Although most garden retailers experienced a spectacular sales season last year, there were some key differences due to consumer reaction to pandemic limitations. Research conducted at MSU helped to reveal the motivations behind those purchases. In her forthcoming seminar, Behe will present a compilation of research results combined with lessons from the unusual spring during the initial stages of COVID-19 isolation.

How can you improve your retail for an even better spring 2021? How will you cash in on those increased gardening motivations? Register now to learn about best practices for 2021!

You can also gain insights on retail practices and the buzz in the industry from Behe’s podcast, Marketing Munchies. Subscribe to her podcast to be notified of new episodes such as “Four Tips to Better Connect to Remote Shoppers.”

Questions? Contact Jeremy Jubenville or Heidi Lindberg with the MSU Extension floriculture team.

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