(C) Photo Jo Ellen Meyers Sharp.
The research scientists have been watching us, studying what we’re interested in buying at garden centers, how we find it and what we’ll pay.
In addition to surveys, three scientists used eye-tracking technology as subjects sat at monitors, followed instructions and revealed what factors motivated them to buy.
“In the modern economy, consumers’ attention is increasingly becoming a scarce resource, and retailers should approach their visual merchandising more strategically,” said Hayk Khachatryan, associate professor in food economics at the University of Florida. He, Charlie Hall, professor of international floriculture at Texas A&M University, and Bridget Behe, professor of horticulture marketing at Michigan State University, conducted the study. Published in the October 2018 issue of “Garden Center Magazine,” the study measured our reactions to specific plant attributes, including pollinator friendly and locally produced.
“These are timely topics that seem to have captured the interest of some consumers,” Behe said. Consumers are quite interested in the environment, and informing them with point-of-purchase information persuades them this is a good purchase.
“Visual attention was significant. The more (participants) looked at signs, the more willing they were to purchase the product,” Khachatryan said. Behe echoed this sentiment, noting that capturing our attention and keeping our gaze as long as possible is important in retail.
“One of the bigger messages is that the price cue is a real attention grabber,” Behe said. Making the price readily visible entices us to look closer at the plants and what information is provided, such as organically grown.
Pollinator friendly plants
If we see signage or labeling that says pollinator friendly plants, we are more likely to buy them. And, we’re willing to pay up to a $1.84 premium to buy one.
“This suggests there is demand for pollinator friendly products and that in-store pollinator-related promotions could benefit the green industry supply chain members (growers, intermediaries, retailers),” the study said.
Locally sourced
We prefer local (or regional) goods for lots of reasons – supports the local economy, quality may be better or fresher, environmentally sound because it’s not shipped cross country. “The results showed that visual attention to the agricultural promotional campaign logo increased consumers’ purchase likelihood if they perceived locally grown plants as benefiting the local economy,” Khachatryan said.
After considering key findings, Behe was surprised at how quickly consumers make buying decisions. “I knew it was fast, but having only three to five seconds to make an impression is really fast,” she said.
Lessons to retailers? “I think making more visually complex displays will capture interest and, as our work shows, will increase likelihood to buy” Behe said.
Lessons to shoppers? Look for signage or plant tags that describes whether the plants were grown locally, with or without pesticides, and whether they support pollinators. Ask if you can’t find that info.
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