association comment Features versus benefits?


When you are putting ranges together for your customers, do you think features or benefits? Andy Campbell reports


they will be able to remedy the situation immediately but if enough people raise it they are more likely to address it at the next available opportunity.


It is very easy to get absorbed by the fantastic features of a product, but it is a fact that consumers buy benefits, the actual benefits to them. For example, the description of an ergonomically designed spade with a long shaſt and cushioned handle is loaded with features ie ‘ergonomically designed’, ‘long shaſt’ and ‘cushioned handle’. The benefits to the


person buying this product are that it is easier and more comfortable to use, minimises the risk of backache and doesn’t give you blisters. The application of this principle is


important when assessing products and if the packaging doesn’t convey these easy to understand messages it is advisable to feed this back to the manufacturer. It is unlikely


Horticultural businesses


optimistic but cautious for 2021 Business confidence is returning to UK garden industry aſter the record crash in confidence in spring, says the Horticultural Trades Association (HTA)


Its new Business Confidence Index survey of members and supported by positive garden centre sales in October, with 17% growth on October 2019. The Business Confidence Index assesses


members’ confidence in sales and areas of investment in the business over the next 12 months and will be used to demonstrate the pulse of the industry during these times of uncertainty. Business outlook crashed in Q1 2020 when the impacts of Covid-19 began to take effect. However, both short- and longer-term business outlook have steadily increased to Q3 2020, albeit remaining at lows not seen since 2013. The Index reveals that most members are


feeling comparatively optimistic about their future sales and many are looking to target new customers. The fragile market environment


16 | www.gardencentreupdate.com


though is limiting their willingness to make more significant business investments, such as buildings or new premises.


James Clark, HTA Director of Policy and Communications, said: "The horticulture sector has an important role to play in the economic recovery after Covid but to realise this in 2021 we need Government support. Commitment to the sector through tax breaks and incentives to invest and bring on new staff is essential, as is policy change that recognises the huge importance of seasonal labour to horticulture businesses. This will ensure we can make the significant contribution to the UK economy we're capable of.”


October’s positive outlook was driven by exceptional garden/gardening category sales that finished the month 45% up on October of


last year. Non-garden/gardening ranges also showed signs of recovery, helping calendar year to end of October comparisons finish - 12% down on the same period of 2019. Average transaction values were up 28% and 54% in the garden store and café/restaurant respectively, compared with October 2019. Catering typically makes up 21% of turnover in November amongst garden centres with a catering offer; so, with cafes and restaurants forced to close once again, overall sales are likely to be hit, especially as we move out of the traditional gardening season. Retailers are advised to continue the hard work


to implement a safe trading environment by controlling customer numbers and avoiding Christmas events that cause people to congregate until at least Wednesday 2 December.


GCU Winter 2020


This approach is also valid when it comes to presenting your offer to the customer particularly in the production of point of sale material, which ideally would focus on the main consumer benefits in bullet point form. This is particularly pertinent bearing in mind the majority of retail outlets experience a large proportion of customers who prefer to serve themselves. The principle of selling benefits is equally valid when encouraging your team when selling directly to those customers who want personal service; and should be an integral element of any training package. The ultimate use of the features versus benefits principle is to apply it to your business as a whole and use it when marketing your business as a brand. So rather than just consider the list of reasons or attractions why people should come to you, it makes sense to think in terms of what benefits they will gain from visiting – what is in it for them.


• Andy Campbell is an independent business development consultant, specialising in the gardening and DIY sectors at both the retail and production ends of the supply chain.


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