Who’s shopping online?

Despite my (late) Generation Y status, I am wary of online shopping. I enjoy visiting stores in person, and convenience doesn’t always outweigh a quality retail experience for me. I like to try on clothes, spin plants and tilt my head while examining them and leaf through books in a quiet corner of the bookstore. I’ve tried ordering a few things online before, only to be disappointed by the fabric or material that appeared different on the web. My Gen X sister is also an in-store shopper, and rarely goes online for what she needs. The person who attempts to convince us otherwise, and touts the flexibility and ease of browsing products and comparing prices online? My Baby Boomer mother.

The industry is and has been focused on how to attract Gen Y, also known as Millennials, and technology is one way to introduce them to your store and gardening. But that’s not the only generation aware of the internet and shopping online. Your loyal customers, those who value a day in the dirt, who know the difference between daylilies and dahlias, are getting older, retiring and have more time on their hands for hobbies. They are also more technologically savvy than we tend to acknowledge. In the October issue of Garden Center, we shared recent research showing that Baby Boomers spend the most time online when compared with Gen X and even Millennials, visiting the web an average of more than 20 hours a week.

Deciding whether to delve into e-commerce is not an easy decision. Cost, time and feasibility must be examined, and it’s not necessarily right for every retailer. But when considering your target or typical online customer, try to expand the definition of what they may look like, and have a future-focused approach. Gardeners don’t just shop online because they are young, uncommitted to brands and want to compare prices. Some may browse the web because mobility is an issue or they want time to research and plan their gardens. Some want to know what your store offers before driving across town to investigate. For this month’s cover story (page 12), we spoke to three retailers about why they made the move to offer products for sale online and how it’s working for them. All three noted that while they were happy to share their experiences, they by no means wanted to be designated experts. But their stories illustrate that while online shopping may not be a huge money-maker at first, it’s important to consider it before your competition gets there first. And, as Rich Christakes, CEO of Alsip Home & Nursery says, “We wanted to change with the times before they changed before us. We have millions of dollars of inventory, and we need to have as many outs as possible.”

Michelle Simakis

msimakis@gie.net