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SHOPPER SEGMENTATION - GARDENING BY POPAI UK & IRELAND

The garden has been a haven for some of us over the turmoil of recent months. But even prior to the pandemic, gardening has been an absorbing, widespread pastime resulting in a highly lucrative industry. 

It is a category which attracts a broad and diverse range of shoppers. Here, we look at the eight most common types of garden shopper, investigating their shopper mission, what they are purchasing and which types of in-store P-O-P drive them to purchase.

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