Greenhouse Canada

Features Business Trends
A SHIFT in consumer insights

December 16, 2015  By Dave Harrison

Dec. 16, 2015, Columbus, OH — AmericanHort has published An Introduction to SHIFT, a downloadable PDF containing the nearly 30 insights and recommendations from its SHIFT initiative.

These insights and recommendations present all businesses in the horticulture industry with insightful and tangible takeaways to prepare businesses for future and current consumers.

In the fall of 2014, AmericanHort launched a research initiative known then as “The Future of Garden Retail.”


It became immediately apparent, however, that this project went far beyond the scope of retail alone – it touches each and every part of our industry. It was also clear that the results of this research would challenge us to “shift” our thinking, our approach to business, and our mindsets about consumers.

Within the 70 pages of An Introduction to SHIFT, readers will be encouraged to see both business and industry in a new light; that is, from the eyes of consumers. Furthermore, the resulting insights and recommendations present inspiration, ideas, and tangible applications for businesses at all stages of all sizes.

Over the course of the coming year, AmericanHort will focus strongly on three of the insights – Customer Profiles (Insight “Customers have distinct buying motivations”), Language (Insight “Garden retail language isn’t consumer facing”), and Reasons to Buy (Insight “Opportunities for Impulse Buys Should Be Strategically Incorporated into a Retail Layout”).

Through webinars, whitepapers, educational sessions, articles, and more, AmericanHort will lead businesses through the depths of these insights, helping them to develop strategies tailored to individual businesses and their specific customers.

These in-depth learning opportunities will be made exclusively available to AmericanHort members.

Learn more at

Print this page


Stories continue below