A
new HTA Market Information report looks at how technology is shaping consumer
behaviour, the supply chain and the future of garden retail.
Three
quarters of all British adults (aged 16+) now own a smartphone. This includes
69% of 55-64 year olds, which is predicted to rise to 95% by 2030 .
An
on-the-go mindset and a dislike for delay means consumers want to carry out
activities on their own terms, unconstrained by time or location. Forty-three
per cent of British adults say they’ve accessed the internet on their mobile
whilst travelling. More people
are looking online as their first port of call for information, advice and
purchases, with ‘Home and Garden’ categories seeing year on year growth of 13%
in mobile searches in the last quarter of 20183.
Consumers
are spending 3 hours a day on social media, where we’re seeing an increase in
‘buy now’ and ‘learn more’ buttons appearing on these sites. It’s never been
more important to ‘be’ where your customers are. Consumers are looking online
for advice, and there are opportunities for the garden industry to position
themselves here as the experts.
The
new report explores the functionality of mobile apps and the availability of
information online. It looks at voice search and auto-replenishment tools,
using smart home assistants including Amazon’s Alexa and Siri. It highlights
how the industry can compete with ‘Titan’ brands by using their non-titan
credentials, and includes a focus on automation, both within the workplace and
through the supply chain.
The
report covers a range of areas where technology is likely to affect the garden
market immediately and in the next few years, with considerations and steps and
steps the industry can take to make sure their business stays as competitive as
possible.
Josh
McBain, Consultancy Director at Foresight Factory comments, “The themes
outlined in this report will help businesses explore how customer demand is
changing and the sorts of competition that will be entering the market.
"For
even innovations in far-off adjacent sectors can still shape what your
customers want and expect. Indeed, an amazing service provided at one retailer
raises the bar for retailers everywhere.
"Consequently,
understanding and adapting to the changes on the horizon has never been more
crucial. This report will give you the ability to start doing just that.”
