Jan 17, 2017
Study Details Ways to Reach Millennials By Tim Hodson

If you are looking for new ways to reach millennial consumers, you might want to check out a new study that was just released by the Floral Marketing Research Fund (FMRF) of the American Floral Endowment (AFE).

The study, “Marketing Tactics to Increase Millennial Floral Purchases,” looks at innovative marketing strategies and tactics to better target Generation Y consumers, who are key to the future of our industry.

Results of the study reveal ways to effectively attract millennials to floral products, as well as data on their attitudes, preferences and barriers to purchasing flowers.

Top key findings and a detailed checklist of marketing recommendations also are featured in the report.

According to the study, some of the strategies to consider when reaching this important demographic include:

  • Encourage customization and personalization by providing millennials the opportunity to arrange their own bouquets or containers and customize their options, and reposition plants and floral products as trendy and modern.
  • Provide value for their dollar by offering loyalty programs with awards or points that do not expire or creating easy-to-use subscription services. Overcome the price barrier by offering free gifts, coupons and discounts.
  • Use electronic word-of-mouth to generate interest by maintaining a strong social media presence. Develop apps on mobile phones that engage millennials using coupons, easy payment options and other engaging features. Create advertisements that contain funny, unique and interesting information about flowers.

To learn more about the FMRF study, go to floralmarketingresearchfund.org.

All of the reports on the FMRF website are available for free to anyone in the floriculture industry.

40 Under 40 Nomination Deadline

The deadline to nominate someone for GPN’s 40 Under 40 Class of 2017 is this coming Monday, Jan. 23.

If you’d like to nominate someone, go to www.gpnmag.com/40-under-40-nomination and fill out the form.

— Tim


Walmart Announces Goals for Increasing Jobs, Training and Community Investment

Earlier this week, Walmart announced plans to create American jobs and invest in local communities across the country. The investments in 2017 will support an estimated 34,000 jobs through continued expansion and improvement in the company’s store network, as well as e-commerce services, while providing specialty training for more than 225,000 of the company’s frontline associates.

Lowe’s to Change Store Staffing Model

Lowe’s said it would lay off approximately 2,400 employees (less than 1 percent of its workforce) as it makes changes to its store staffing model. Last week, CNBC reported, the company would be shifting job responsibilities and consolidating positions to increase face time with customers and free up resources in stores. Currently, Lowe’s employs approximately 285,000 workers in 2,355 stores across the Unites States, Canada and Mexico.

Sam’s Club Names New CEO

John Furner has been named the new CEO of warehouse chain Sam’s Club. Furner replaces Rosalind Brewer who will leave the company Feb. 1. Furner is currently the company’s chief merchandising officer. He joined Sam’s Club in 1993. According to Walmart CEO Doug McMillon, Brewer is leaving her role after five years because “she wants a new challenge.” During her tenure as CEO, Sam’s Club’s sales rose more than 5 percent to $56.2 billion.

Tim Hodson

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GPN recognizes 40 industry professionals under the age of 40 who are helping to determine the future of the horticulture industry. These individuals are today’s movers and shakers who are already setting the pace for tomorrow.
Erica Hernandez
Emma Lookabaugh
Melissa Maguire
Cole Mangum
Oz Marshall
Meagan Nace
Tiffany Nohl
Chris Plane
Mike Prol

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