the big interview
Some of the latest products have already met with success. Simon adds: “One of our new launches, the Hozelock Cloud Controller, which you can control from your smartphone, won the Glee New Product Award for the Best Garden Care (Accessories) Product section in September.”
That continued product development is a key strand of the company’s ethos, and helps set it apart from rivals in the field, Simon adds. “Innovation is in our DNA,” he says. “From the world’s first plastic hose connector back in 1959 and the Auto Reel in 1997 to water computers that are controlled by the rising and the setting of sun in 2016 – Hozelock has consistently used extensive consumer insights and its long established gardening expertise to create market changing innovations that surprise and delight consumers. We have grown the category for our customers, making their lives easier at the same time.”
The industry at large
Simon believes that the market is performing well, and it is important to remain positive. “We have to be optimists in the UK garden industry, since we all understand the potential seasonal volatility of our businesses, and there are signs of good growth in the sector,” he explains. “Consumers are becoming more confident than in recent years, and more people of all ages are now visiting garden centres, so though the climate remains challenging, there is also a lot to be excited about. Good restaurants, expert activities and a good range of quality, innovative products to meet all gardeners’ needs, all help to increase footfall.” Despite an upwards-trending marketplace, retailers still have significant issues to overcome, including increasing competition from outside the bricks and mortar channel. “Putting aside the increasingly unpredictable weather patterns, a lot of retailers are being challenged by the trend in online shopping,” Simon comments. “Many are developing their own informative sites and transactional online businesses, so that they can join the trend for multi-channel retailers, yet all are faced with competition from the online activity of other retail sectors, and sometimes even suppliers themselves.
“The key challenge is to attract all types of gardeners into bricks and mortar sites, to enjoy the full choice and year round experience and expertise that only good garden centres have to offer. The benefit of bringing customers into store is that they have the potential to increase their share of consumer spend.” For suppliers, the challenge is also a by- product of an increasingly globalised and connected marketplace. Simon explains: “The biggest issue for suppliers is in competing with imported or price led competition, while being able to maintain investment in new product development, UK production and supply, category support material, and physical resource to support our customers’ needs.”
GCU December 2015
www.gardencentreupdate.com | 9
These same retail challenges can be seen as opportunities to improve and cement the unique characteristics of garden sector retailers when compared to the generalist retailers which are increasingly focusing on the market. “Improving and upgrading to become destination garden centres gives a massive advantage over DIY and other retailers,” Simon says. “By providing the environment for a morning or afternoon out, with a great dining experience, is a bonus to shopping for the majority of your gardening needs from a much wider selection than any other retail sector.” There are additional markets which are not being explored to their full. Simon continues: “There is a huge opportunity for garden centres to tap into the health and wellbeing aspects of gardening, the strong trend for grow your own, and to connect the garden with people’s homes as part of their busy lifestyle. “Garden centres must also consider how to market themselves to existing and new consumers using both digital and traditional media, ensure their product ranges are relevant and innovative, and promote the benefits of the social and retail experiences that destination garden centres can provide.” Many retailers already get much of this right, Simon believes, and he admires those that do. “It would be wrong to single out any individual garden centre for praise – so many of them now know their customer base and exactly how to reach them,” he expands. “It is admirable that they continue to invest in making the shopping experience something of an event for their local community, whatever their level of interest is in gardening.”
There is a huge opportunity for garden centres to tap into the health and wellbeing aspects of gardening
He adds: “The majority of garden centres understand the importance of stocking all the necessary products and providing the ideas, advice and inspiration that customers need to see what can be achieved – all under one roof! When this all comes together, the focus isn’t on price but on all of your gardening needs and how to achieve them.”
The industry isn’t perfect, and there is a no- doubt popular change Simon would enforce if he could. He says: “If only we could orchestrate perfect weather between March and September!
“If that’s not possible, then I’d encourage garden centres to add value by demonstrating their expertise and specialist knowledge in the sector, and not be tempted to focus on price but rather on connected purchases and upsell.” For any fellow suppliers considering entering the market, Simon also has a few words of wisdom. “Know your consumers’ needs and support them at the start and throughout the season to achieve your joint goals,” he advises. “Good relationships as well as good products are the key to success.”
The company has developed products for a variety of irrigation purposes, such as the EasyDrip kits for drip or trickle watering
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