Week 4 Defining Your Target Market

Target Markets: 

Armstrong Garden Center Versus Rancho Vista Nursery

 

Armstrong Garden Center

The perfect customer of Armstrong Garden Centers would be within the age group range of 45-65 based on the design of the website. It is very clean and sterile, very similarly to a lot of the larger department stores that both Boomers and Gen X-ers have come to appreciate in their lifetimes. The person who would shop here would more likely be male because the colors they chose for the logo is more of the masculine variety. It looks like a shop that you would come to in order to update "your property," so the person would have to be a landowner, probably someone with an ageing family. i.e. grandkids. The person who would shop here would probably be clean cut, following the traditional nuclear family model.

Rancho Vista Nursery

Rancho Vista Nursery looks like they would be ideal for someone who is in the age group of 25-35. The design of their website looks more local, which is important to Millennials, so it speaks on their values of shopping local and home grown. This shop would be ideal to someone who is a new plant owner, probably a single woman, who is starting up her first collection of plants. The succulents they sell are also very small, so these are more for people who do not own their own house. Perhaps they live in an apartment or rent out a room. Even the design of their "Farmshop" screams perfect place for a young woman to stop by and shop. It looks like it could be featured in a magazine or on Pinterest.

 Similar Shop, Major Differences

There are major differences in the two businesses. One is very corporate and the other is very local and home grown. They are specifically designed to pull in two different kinds of businesses. The beginner versus the established. The crossover between the two shops exists because they are both going to draw in plant lovers. Armstrong Garden Center, has a revolving advertisement for their products featured on their front page, so I screen shot the ad that featured the succulents. So I think Armstrong Garden Center probable would see a lot of the same customers that Rancho Vista Nursery would have.

In conclusion, the two shops bring in different customers because of their design and aesthetics. Each sets a completely different tone and message. Armstrong Garden Center seems like they have everything you could dream of when it comes to gardening, while Rancho Vista Nursery seems like a local shopping experience. You might know the business owner by their first name.