Just Add Ice Orchids - Consumer Report

Orchid Industry Consumer Report January 2011

JustAddIceOrchids.com

Just Add Ice phalaenopsis orchids

are grown and supplied by

Green Circle Growers, one

of the largest greenhouse

operations in the Midwest.

The Just Add Ice Orchids

brand is committed to

introducing fresh new

ideas to the market place

while utilizing production

methods that are

efficient and

environmentally

conscious.

www.justaddiceorchids.com

www.facebook.com/justaddiceorchids

www.twitter.com/justaddice

IntrOductIOn


1

In a January 2011 survey of over 2200 respondents, our customers were

asked to evaluate their overall experience with Just Add Ice Orchids. As a grower

who provides orchids exclusively to retailers, we are committed to providing our

retailers with the tools, resources and market intelligence they need to make our

partnership as successful and beneficial as possible. This report details the

findings of our most recent consumer survey and provides insight to what

this valuable data means to the consumer-oriented orchid industry.


2

The Just Add Ice Orchids buyer’s profile is typically a 50-65 year old married woman with a high school diploma. The average number of people in the household is 2 and the majority of our customers own their place of residence.

GEndEr & AGE

18-25 3%

26-35 7%

36-49 16%

50-65 47%

66+ 27%

Age Group

88%

12%

Female 88%

Male 12%

Gender


3

74% of our customers are 55 years of age or older and rated

“Gardening” as the top hobby they enjoy.

As a middle-aged woman, our typical customer has a more nurturing personality and enjoys offering her

stories, photos, poems and general orchid enthusiasm. She is not particularly technology-savvy but tends to be a very loyal participant in our online communities, particularly Facebook.

HOuSEHOLd & EducAtIOn

Own 87%

Rent 13%

High School Diploma 43%

Associates Degree 20%

Bachelors Degree 23%

Masters Degree 10%

Doctorate Degree 2%

Medical Degree 1%

Juris Doctorate Degree <1%

Rent or Own Home

Education Level Number in Household

Yes 70%

No 30%

Married

1 6%

2 58%

3 13%

4 8%

5 4%

6 12%

7 <1%


4

55% of Just Add Ice Orchids customers prefer a traditional or modern/contemporary design aesthetic. With 94% of our customers matching their orchid pot colors to their current house décor, we provide innovative ceramic and eco-friendly decorative pot options that follow the latest in fashionable home decor trends.

BuYEr PrEFErEncES

I prefer both 50%

Match to current décor 44%

Match season/holiday 6%

Choosing Orchid Pot Color

Traditional 35%

Modern/Contemporary 20%

Country 15%

Earthy/organic 14%

Antiques 8%

Preferred Design Aesthetic


5

Our Orchid Care videos have had

over 45,000 viewson YouTube.

BuYEr PrEFErEncES cont.

Living Room 40%

Dining Room 15%

Study 3%

Bedroom 4%

Kitchen 24%

Bath/Sunroom 6%

Other 8%

Where do you display your orchid?


6

Gardening 70%

Cooking 54%

Crafts 44%

Music 42%

Traveling 39%

Shopping 32%

Interior Decorating 27%

Entertaining 25%

Collecting 20%

Other 18%

Athletics 14%

Hobbies You Enjoy (select all that apply)

With international growing experience, our professional orchid growers are continuously looking for opportunities for plant improvement, providing our retailers with consistent growing standards. From seed to purchase, we stand behind the high-quality phalaenopsis orchids on the market with easy to understand instructions and a wide variety of flower colors choices.

BuYEr PrEFErEncES cont.

Doesn’t Matter 37%

Purple 15%

Bi-color 13%

Salmon 10%

Pink 9%

White 8%

Yellow 8%

Color of orchid you would purchase next

White 27%

Pink 24%

Purple 23%

Bi-color 13%

Doesn’t Matter 8%

Yellow 3%

Salmon 2%

Color of Current Orchid Flower


7

80% of Just Add Ice Customers rate their own personal orchid care knowledge at a “Beginner” level and with 65% of customers responding that Care is the more important attribute of Just Add Ice Orchids that prompted their orchid purchase. We understand that our simple watering instructions are an essential part of our orchid program.

EXPErIEncE WItH JuSt Add IcE OrcHIdS

Rate the attributes that prompted your orchid purchase

Care 65% 31% 4%

Website Support 23% 55% 22%

Price 51% 45% 4%

Flower Color 53% 37% 10%

Packaging Color 13% 35% 52%

Store Support 10% 27% 63%

1 Most Important 2 Important 3 Not Important


8


9

Watering is one of the most important aspects to keeping our orchid plants flourishing and in bloom for months. Orchid care has never been easier with Just Add Ice Orchids! For the watering of Just Add Ice Orchids, our customers just need to add 3 ice cubes once a week - it’s that simple!

EXPErIEncE WItH JuSt Add IcE OrcHIdS cont.

Beginner 80%Intermediate 19%

Advanced 1%

Orchid Knowledge Level

Excellent! 52%Good 34%

No opinion 5%

Not so good 7%

Rating Your Experience


10

0 10%

1 32%2 27%

3+ 31%

Orchids Purchased in 12 months

Yes 78%No 22%

Was this your first orchid?

Each week 90-100 peoplesubmit stories on the blog for ourOrchid Giveaway Contests!

The most popular places our customers are purchasing Just Add Ice Orchids are grocery, home improvement and

big box stores, which meets their expectations for where they expect to buy their next orchid. 92% of our customers

purchase their orchid in a perfect or good condition.

PurcHASInG JuSt Add IcE OrcHIdS cont.

Grocery Store 35%

Big Box store 25%

Home Improvement 24%

Wholesale 7%

Other 6%

Greenhouse 1%

Florist <1%

Drug Store <1%

Grocery Store 30%

Big Box Store 25%

Home Improvement 22%

Wholesale 8 %

Greenhouse 6%

Other 6%

Florist 3%

Drug Store <1%

Place of PurchaseWhere do you expect to buy a Just Add Ice Orchid?

35%

25%

24%

7%6%

30%

25%22%

8%

6%6%

3%


11

At 59%, more than half of our watering reminder subscribers purchase a Just Add Ice Orchid for

themselves. With 41% receiving an orchid as a gift, the most common gifting occasions for giving and receiving an orchid is for a birthday or holiday gift.

PurcHASInG JuSt Add IcE OrcHIdS cont.

Occasion for Orchid Gift

29%Birthdays

Birthday 29%

Holidays 23%

Everyday Gift 20%

Other 17%

Gift to Yourself 7%

House decoration 6%

Get Well 4%

Congratulatory 2%

Condolences 2%

Wedding <1%

Purchased 59%

Received as Gift 41%

Acquiring Our Orchids

A GIFT41%

PURCHASED59%


12

92% of customerspurchased their orchid in good or perfect condition!

With the majority of our customers in the 50-65 year old age range, it’s an interesting balance of expanding our online orchid care resources and orchid communities with having our resources available to our less than tech-saavy customers. These responses support our experiences with Social Media – Facebook is far and wide our most popular social media tool for orchid care discussions, photo sharing, contest promotions, and overall community-building.

OnLInE OrcHId rESOurcES

Store 73%Website 12%

Other 8%

Word of Mouth 4%

Social Media 2%

Newspaper <1%

Facebook 52%

Do Not Use 42%

YouTube 3%

LinkedIn 1%

Twitter <1%

MySpace <1%

Yes 1,811 (85%)No 314 (15%)

Means of Learning about Just Add Ice Orchids

Social Network Most Used

Willing to participate in a follow-up survey

Watering Emails 49%Website 39%

None 25%

Facebook 20%

Forums/Blogs 9%

Monthly Wallpaper 8%

Other 3%

YouTube 2%

Twitter 1%

Online Resources Used


13

GrOWInG Our cOMMunItY


14

• Orchid Care Resources

• Expert Orchid Advice

• FREE Orchid Giveaways


51051 US Hwy 20, Oberlin, Ohio 44074Office: 440.775.1411

Just Add Ice Orchids - Consumer Report

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