Greying Tigers
Greying tigers, the generation of over 65s who are becoming a more powerful generation in the market place. This is the generation that has seen all the changes take place and are reminiscent of the good old days.
They remember when the wallflowers were sold wrapped in newspaper and they remember the price. This is a generation looking for nostalgia and is very price aware.
This is still a generation that are loyal to many garden centres and dare one say it, but because of their loyalty they may be putting young people off visiting the same establishments.
This is a generation that we cannot ignore, but have to fit them into a marketing scenario that meets all generation needs.
Many garden centers have realized there is an opportunity, especially where they can get involved in celebrating the Red Hat Society as an event in the garden center. If you are not aware of this society, I recommend you check them out on the web. This is a growing group and a great way of introducing fun into our garden center with this generation.
Greying Tigers are the most adventurous retired generation that has ever been and as a result will experiment in there gardens. They are the nostalgia market and this is a huge opportunity for any garden centre who wishes to develop nostalgic promotional opportunities. Why not have a corner in the garden center for nostalgic products and plants.
Garden centers who are looking to attract this market need to be less abled friendly and have plenty of seating located around the center. The coffee shop needs to be price aware; many price decisions are made by judging the price of a cup of tea.
Many centers are allocating special days for this generation; I have one client who has built their traffic on a quiet day by promoting to this group. My local shopping center actually takes a mini bus around the local retirement homes on a Thursday. They invite people to the shopping center, provide them with a complimentary cup of tea and let them shop. This has proved to be very successful, not only to the target market, but has also grown community support for the center. The same concept could be applied to a garden center.
They may be lower spenders, but on quieter days that can make a difference. The Greying Tigers are also often collectors and this is also an opportunity to provide them with collection pieces, the gift market especially has developed this market, but the same could be applied to cacti and other plant products.
Dos
Ensure your garden center is less abled friendly. Have parking for the less abled in a prime location in your car park
Have a wheel chair available, but more important encourage your team to get in it and go around the garden center, this will give them an opportunity to experience it and make appropriate changes to the customer flow
Have plenty of seating located at locations around the garden centre
Promote nostalgia plants at key locations around the garden center and use words like remember and Nostalgia on the signage
Make sure signs are bold and simple; eyes fail as we get older
Ensure your cash point team are greying tiger friendly and are prepared to help .have a help service to the car for the less abled
Donts
Place delicate products in locations where frail hands may drop them
Talk down, this generation has a lot of background knowledge, especially on gardening self and will not consider the container as such an important element as, for example generation X
Put all your container plants in expensive containers, this generation will purchase plants for the plants it