Increased interest in DIY projects during the pandemic accelerated home improvement market performance. This coupled with the increase desire to spend time outdoors helped increase the sale of lawn and garden products.
Users of lawn and garden consumables–particularly those in the consumer/DIY segment of the market – gravitate toward easier-to-use products, including premixed blends of chemicals or soils with fertilizers, pesticides, and soil amendments.
Because of the financial burden of developing new products and gaining regulatory approval for use, suppliers are increasingly focusing on creative marketing techniques to drive changes in product mix. Cross branding for example, where pesticide blends for use with a specific brand of potting soil will allow suppliers to reintroduce established products in new ways.
Cross branding efforts will also focus on increasing gardening participation rates. For example, special application systems for fertilizers and pesticides and bundles of seeds, soils, and growing kits will emphasize convenience and ease-of-use for new users. These strategies also work well in this category as shoppers like to be inspired with complementary product, vivid imagery and messaging to draw in the new gardeners and give them the tools and education they need for long-lasting success. Don’t sell a dream but embracing reality—be authentic.
In this category, it is important to keep shoppers informed while shopping. Targeted messaging on signage, displays, and packaging help shoppers easily find the various products they need for their projects. Signage and displays throughout the store should be reflective of the different types of products available and thus
Vanguard’s digital printing capabilities can also help as it allows for brands and retailers to quickly and cost effectively target messaging towards the specific projects, consumers needs or store locations.
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