Success Booster
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Success Booster Learn how to achieve a real competitive edge and aim for higher prices with well thought out marketing concepts. Have a look at the film about the study.

INTRODUCTION Today's end-consumers in all branches demand innovative products of the highest quality, not least in the commercial horticulture sector. Those active in this area can choose from a range of sales and marketing strategies such as coloured or printed pots, additional information on the pots and various presentation techniques in the form of high or low profile transport trays. The general aim is to win the attention of the customer and increase sales. Which function exactly do pots and marketing trays perform during the purchase of a plant? Are they really relevant to the end...

THE RESULTS What was the effect of the study? 4 - 7 EYE-TRACKING Trays > Viewing 16 - 17 THE QUESTIONNAIRE Evaluating the pot versions 30 - 35 Criteria of purchase decisions 36 - 37 General purchasing behaviour 38 - 39

What was the effect of the study? The following pages provide a summary of the study: an evaluation of the eye-tracking analysis and the questionnaire, together with a number of explicit conclusions pertaining to whether and the extent to which, end-customers actually paid attention to individual marketing ideas.

The conclusion. The most important findings of the eye-tracking analysis. New marketing tray with low profile (PT 2556-12/8) Displayed in a low profile tray, the printed pots are noticed 33 % better. Displayed in a low profile tray, the printed pots are viewed 4 x longer. The printed pots in the low profile tray directed the attention of the test persons to the plants around 6  x more often. The printed pots were noticed 23 % better. The printed pots are viewed 10 x longer. The printed pots directed the attention of the test persons to the plants around 4.2  x more often. The most important...

In a nutshell. The results of the study show that printed or coloured pots and low profile marketing trays perform better than unprinted, black pots and normal trays. In short, they generate: More attention Together with the plants, the printed or coloured pots constitute an harmonious and attractive package which generates significantly increased attention during the final purchase. Higher prices The end-consumer is prepared to pay more for a plant in a highquality pot. This readiness increases the turnover of every growers. The results of the eye-tracking analysis are presented on pages...

Additional information on the pots, coloured or printed pots and diverse presentation techniques: a study was conducted to ascertain whether and to which extent, the various sales and marketing strategies are relevant to the end-customers. Commissioned from the independent market-research institute "Konkret" based in Bremen/Germany, the study was carried out in the Ostmann Garden Centre in Wildeshausen/Germany. Test subjects were interviewed on three consecutive days and observed during their purchases using a modern eye-tracking camera.

The task Two products were defined at the outset of the market-research study: A conventional, high-walled transport tray with a marketing tray from the PT series with low profile side walls providing the best possible view of the logo and the pot design. Both trays were filled with pots of an identical design. Two pots were compared: a neutral black pot and a high-quality printed pot. The Ostmann Garden Centre in Wildeshausen/Germany was chosen as the location for the study. The study focussed on the following questions: › Do the test persons exhibit changes in their viewing habits with...

The test objects Identically-designed pots placed in transport / marketing trays of differing height. Conventional, high-sided tray (Normpack® 408). A new marketing tray with low profile (PT 2556-12/8) A neutral, black pot compared to a high-quality printed pot.

The experiment setup Experiment setup and arrangement of the test objects on CC containers in the Ostmann Garden Centre. To track the eye contact of test persons under identical conditions, the market research institute "Konkret" based in Bremen/Germany used the experiment setup outlined below. Two identical CC carts placed next to each other were filled with various products. The first CC cart held plants in black and printed pots. The second CC cart was filled with pots in printed pots in high and low profile trays. Neutral, black pots together with high-quality printed pots (left CC...

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What is important to the customer? Seeking to compare the perceptions of the two different trays and the printed / black pots in a situation closely resembling a sales context, the test objects were placed in a special station in the garden centre. The test persons were equipped with an eye camera and taken to the experiment setup. They did not know that the transport trays and pots represented the centre of the experiment. The viewing breakdown, duration and focus switch were recorded.

16 THE RESULTS THE STUDY EYE-TRACKING THE QUESTIONNAIRE This figure indicates the exact number of eye contacts attracted by an element (tray, pot, black pot or plant) in the experiment. This is used to calculate the percentage of test persons which have viewed an element.

Summary The combination of plant, printed pot and high-walled tray attracted a total of 702 eye contacts, whilst the combination of plant, printed pot and low profile tray attracted a total of 899 eye contacts. The printed pots in the high-walled tray were viewed by a total of 72 % of all test persons. The printed pots in the low profile tray were viewed by a total of 96 % of all test persons. Displayed in a low profile tray, the printed pots are noticed 33 

18 THE RESULTS THE STUDY EYE-TRACKING THE QUESTIONNAIRE This is a calculation of how long the test person views the individual elements (printed pot, plant, low profile tray, high-walled tray).