an interview with…
AN EMOTIONAL ATTACHMENT As part of re-engaging with customers, the senior management team at Evergreen noted how the company needed to change its approach in how its products were sold. Instead of being sold in a purely functional basis, consumers needed to be treated to a ‘journey’, and how the products not only work, but can enhance their life.
“Traditionally we would talk about our products in a functional sense – ‘we kill weeds’ versus ‘we give you the opportunity to have a beautiful garden to share with your friends and family, where you can have a barbecue or play football with your children’, says Portman. “That’s what we need to be seeing – we need to re-position ourselves in the category to help us drive growth and engage with people. “We need to talk to people in a more emotional way and talk about the inspiration – the ways we do this are through digital, our
website and above the line advertising campaigns. We still have progress to do, but we’ve touched upon that in the previous 12 months, and so far it seems to be working.”
NEW WEBSITE A part of the company’s strategy to reconnect, Evergreen has had its website redesigned as part of a refresh of its digital platforms. The website has been designed with interaction in mind; with over 600 of articles, it includes tips and advice on how best to care for your outdoor and indoor space. The new categorisation of articles has helped to aid users by breaking articles into relevant topics, so users can find the help or inspiration they need with ease, whether that be how to look after indoor plants or how to create a small garden. So far the new website seems to be hitting its brief, with a 29 per cent reduction in bounce rates, and an increased user-base due its mobile friendly design.
UK digital marketing manager, Frode Hernes, said of the website: “As 50 per cent of website traffic comes from mobile users, we really wanted to optimise the mobile website to provide a better experience for users. With the new website, I think we have achieved this, as well as producing a more consistent brand across all the countries we operate in.
“A main focus was improved navigation for the user, and feedback has been really positive so far that this has been achieved.” “Other research undertaken shows that consumers now have seven decision making processes in their journey to purchasing a product,” adds Portman. “Five of those are digital before getting into store. “It’s now a long decision making process, so our digital channels are our shop window.”
NEW PRODUCTS
To create circularity in its new approach to communicating its brands differently and a reboot of its digital platforms, Portman was keen to stress how the company is launching a series of innovative products to drive this new company philosophy.
Heading the new product range is the launch of Miracle-Gro Performance Organics, said to be the first-ever 100 per cent organic range of plant food, lawn food and compost range that performs as good as synthetic products. As well as this, on the control side, the Round-Up brand now features a range of weed controls and weed killers that are now free of Glyphosate, featuring pelargonic acid. “There is nothing in the industry that is as high performing in the organic lawncare, plant food or grown media sectors, explains Portman. “We use our own natural formula, so it’s a big gamechanger for the industry. “We are also launching a small and simple
Miracle-Gro Performance Organics
range – for small garden spaces, to focus on the urban gardening market. Here we have taken our exciting portfolio and rebadged with new packaging. Our Miracle Grow and Levington brand has also created a trade up model, using packaging that uses 30 per cent recycled material, and the bags are fully recyclable.” To help promote the new products, one of the UK’s most prominent chartered horticulturalist and television broadcasters, David Domoney, has recently been announced as its brand ambassador. "As part of David’s ambassadorial role he will help us to launch our leading initiatives for 2020 including the launch of Miracle-Gro Performance Organics,” adds Portman.
TRENDS The conversation with Portman quickly progressed into the wider implications of the changing marketplace for the garden retail industry. This, he says, has been the driving force behind why the company has had to modernise and adapt to these changing retail trends. “Shopper loyalty continues to be fragmented,” he says. “Consumers visit the grocer one week, then the garden centre another. There is pressure as a manufacturer for a depth of distribution. Added to this is the big trend on veganism; we get asked whether our plant food is suitable for vegans – we weren’t asked this two years ago. Using more natural products – versus synthetic manufactured products – will accelerate in coming years.
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www.gardencentreupdate.com GCU Spring 2020
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