Green growth: an exploratory study of metro and non-metro garden centers use of new-media marketing

Abstract

Garden centers are facing increasing market pressure from big-box retail stores that offer similar products at more competitive prices but lack a quality produce and exceptional service. In order to differentiate themselves from big-box stores, garden centers must build relationships with their customers which can increase marketing reach. Marketing ability and reach is limiting the expansion of Kansas garden centers which spend the majority of their advertising dollars on traditional media. However, social media can be an effective method for not only understanding consumers but also developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of stakeholders of metro and non-metro garden centers as they use new media to market their business. Findings indicate garden center stakeholders prefer to use traditional media channels to market to their customers, lack a clear strategy and objectives related to new-media marketing, and are not effectively implementing relationship marketing principles.