WE CAN HELP: THE GARDEN DOCTOR
20 May 2010
Garden care company, Bayer Garden, is innovating to help retailers provide shoppers with information on the complex herbicide and pesticide sector in the time and place they require.
“Our research has shown that shoppers will leave the fixture within seconds without a purchase if they cannot quickly and easily identify the right solution to their problem,” said Steve Mead, head of Marketing at Bayer Garden. “And for many, particularly novice gardeners, accurately identifying the problem can also be difficult.
“Two other challenges facing retailers are the withdrawal of well known and popular chemicals such as sodium chlorate and the likely forthcoming implementation of the European Union’s Directive for the sustainable use of pesticides. Under this Directive, retailers will have to be able to advise consumers on the correct use of the products, which means they must also be able to provide guidance on the right product for the problem in question.
“It’s easy to see, therefore, that shop floor staff need to be knowledgeable and briefed on the latest products. This is why we have traditionally provided training sessions across the country, supported with DVD and electronic information. However, shop floor staff cannot be on hand for every consumer and so this season we are trialling in a range of outlets across the country the innovative new touch screen Garden Doctor. The first installations were put in place in early March and the feedback to date has been extremely positive.”
The Garden Doctor, which has proved extremely successful in Holland, helps consumers define their problem and then find the right solution. With an eye catching surround the Garden Doctor is a touch screen monitor that enables shoppers to work out their problem and find an effective solution in just three steps. All they have to do is touch the picture that represents the category of their problem. Then they touch the picture that looks like their problem or pest and they’ll be given information on an effective solution. Shoppers quickly and easily get what they need while retailers have an effective tool for boosting sales.
“We are also continuing to develop our motion sensitive multi media players, increasing the number installed in retailers following strong demand. The players inform and educate shoppers without deafening them with unnecessary background noise.”
As shoppers approach, the motion-sensitive players spring into action and provide relevant information on the products in front of them, again giving consumers the information they need to make a purchase decision. The films also complement our attractive shrink-sleeve packaging to create excitement at the fixture and attract shoppers.
Steve Mead concluded: “We know how important it is to inform shoppers and so have continued to innovate, bringing new technology to bear on the shop floor. The results to date have been impressive. Looking ahead, we will continue to explore options with retailers, always determined to help gardeners, whether novice or experienced, have the products they need where and when they need them.”
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