Shopper Investigation: Gardening retail by POPAI UK & Ireland

The gardening industry remains strong, with shoppers accessing their gardening products at garden centres, DIY stores, supermarkets and budget chains. A rapidly expanding online offering is opening out the industry to new shoppers, with younger people in particular showing an interest in the grow-your-own trend. Diversified ranges, an increase in in-store restaurants, and new innovations are all helping to keep the industry active in attracting and retaining shoppers. 

Our shopper investigation saw 100 gardening shoppers visit garden centre chains Dobbies and Wyevale and garden centres within B&Q, Wickes and Homebase. We asked them about the in-store experience covering displays and promotional messaging as well as their shopping habits related to garden products.

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