Effectiveness of Retail Promotions in the Green Industry by Age Group: A Case Study

In the horticulture industry, age has frequently been used to divide and quantify gardeners.  Consequently, identifying how different age groups respond to in-store marketing efforts could aid in capturing additional market share and ultimately improve green industry performance and profitability. In this report, results from a study investigating in-store signage and plant tag information are shared.  Specifically, similarities and differences between younger and older consumers and their visual attention to point-of-sale (POS) information is explored.  Results provide a deeper understanding of how end consumers use POS information while determining their purchases in the retail center. Overall, this EDIS publication is intended to aid green industry growers, marketing intermediaries, and retailers as they design their in-store marketing materials.