Garden centres have always held a unique advantage over e-commerce tactile, sensory, human-centreed experiences. People don't just visit a garden centre to buy a bag of compost or a tray of bedding plants; they go for inspiration, expert advice, coffee with friends and a weekend outing.
However, as digital loyalty apps, online orders, click-and-collect and digital ads become a staple of modern retail, many retailers are falling into the same trap as tech companies: focusing on clicks, efficiency, and transaction volume over human connection.
In Customer Experience Thinking, strategic marketing leader and behavioural science expert Si Elliott delivers an indispensable blueprint for closing this "connection gap." This book offers a refreshing, practical guide to making visitors feel valued rather than processed.
Elliott makes psychological principles into retail strategies. The book has eight core customer experience principles and breaks down 34 behavioural biases that dictate how shoppers make decisions.
Online retailers aim for zero friction, but bricks-and-mortar gardening spaces thrive on exploration. Elliott explains how understanding customer friction helps you design clear store navigation (so novices don't feel overwhelmed), while keeping the joyful "serendipity" of discovering an unusual plant intact.
Walk down an aisle, and a beginner gardener can easily suffer from decision paralysis. Elliott’s breakdown of behavioural biases helps operators structure product displays, point-of-sale signage, and plant pairings to guide hesitant buyers seamlessly toward a confident purchase.
A customer can buy a plant pot online in two clicks. Why they drive to the centre because of the plant expertise. Elliott shows how to centre your brand around serving rather than just selling, turning one-off weekend visitors into lifelong loyalty club members.
