Customers are bombarded with a lot of information while shopping for goods. The same is true in the ornamental horticulture industry. The next time you visit a retail garden center, pay attention to the signage and whether you would have noticed the signs if you were not specifically looking for them. The ornamental horticulture industry is at an advantage in having a product that sells itself (i.e., plants/flowers are visually appealing); however, customers need more information to be successful with their purchases because plants do not flourish without basic care (e.g., correct watering and light). Beyond care, signage can be used to draw customers’ attention to important but not visible benefits such as local production or sustainable production methods. This information allows customers to select products that align with their values which is important given that many customers (especially Millennials) are increasingly interested in using their money to show support for initiatives related to sustainability.
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