Friday, November 6, 2026
The plant-based route, step by step with Chloé
Plants are the backbone of the garden, as we saw in the first article. The challenge now is to make them fulfill their role. How do we entice people to buy them? To understand this, let's follow an imaginary customer, Chloé, from the store entrance to her return home. Five steps, some fresh figures, and a few ideas.
At the entrance, the desire
"We're buying pleasure, peace and quiet, a little piece of nature."
Chloé walks into a garden center one Saturday morning. She doesn't have a specific plant in mind. She's simply looking for something she wants, something that brings joy to her balcony. An isolated case? Not at all. According to the Promojardin-Promanimal barometer, 63% of French people primarily add plants to beautify their indoor or outdoor spaces. Next come the need to relax (38%) and the desire to connect with nature (37%). Then comes the pleasure of growing their own fruits, vegetables, and herbs (34%). In other words, no one is buying a "plant." They're buying pleasure, tranquility, a little piece of nature.
That kind of pleasure begins before you even reach the aisle. Chloé wouldn't put it that way, of course. She'd say she wants a pleasant spot for her morning coffee. A flowery entrance, colors, the smell of damp earth, the scent of fresh flowers… and the visit gets off to a good start. A jumble of pallets, that's less certain. So, what kind of first impression do we give? A simple question, but sometimes an uncomfortable answer?
In the department, the rankings
"Trachelospermum jasminoides, or star jasmine as it's affectionately known, has gained 26%."
Heading to the climbing plants section. Chloé wants to screen off a neighboring property. What options are available? Garden center sales figures, tracked by the company PhS from January to July 2026, provide valuable insight. During this period, plants accounted for 0.24% of garden centers' total revenue. At the same time, overall garden center sales declined by 2.2%. So, plants are holding their own.
And in the climbing plant section, one champion stands out. Trachelospermum jasminoides, or star jasmine, has gained 26%. It's pulling the section up by 4.7%, while most other varieties are declining. Why this one? Evergreen foliage, fragrant flowers, a reputation for being easy to grow and heat-resistant… The figures simply reflect our customers' preferences.
A "Current Bestsellers" sign costs next to nothing. Then, a display showcasing popular items reassures those who are undecided. And our Chloé is one of them!
Simplicity over the label
"Chloé is buying pleasure, not a technique."
Chloé, for instance… she's hesitating between two pots. She reads the label. Sun or shade? Watering? Pruning? Three seconds later, she puts the pot down. Too complicated. This scenario is not made up. Easy-care plants are the top trend attracting the French, with 45% of responses.
Age changes everything. 55% of those aged 65 and over seek this ease of access, compared to 25% of 18-24 year olds. Seniors want peace and quiet. Younger people, on the other hand, have a slightly greater desire to take calculated risks.
In both cases, the message must be concise. This famous label, this sticker, is, in its own innocuous way, an effective sales tool… or not! Too much detail, and it's off-putting; not enough detail, and it hinders the sale. In any case, it must be appealing. It can even become a decorative element that you should keep… On the front, a beautiful photo. On the back, add the relevant information about the plant!
In any case, each chromo should be beautiful and reassuring. Our Chloé doesn't know anything about it. She's buying pleasure, not a technique. So yes, it will cost a little more, but if it's an additional selling point, why not try it?
At the checkout!
"More than ever, the human support of our Chloé is essential."
Chloé has (finally) chosen her jasmine. Heading to the checkout? Not so fast. In the climbing plant section, a trellis, potting soil, or fertilizer wouldn't go amiss. The average basket at a garden center costs around €40. Add potting soil or fertilizer at €10, and the bill climbs by… quite a bit.
The plant is primarily a pretext for selling everything else. Could we imagine a complete "climbing kit," with plant, trellis, potting soil, mulch, and fertilizer, ready to go?
Whoa… I'm taking a risk… I can already hear the "it's too complicated, the suppliers aren't capable" or the "it'll be too expensive and the distributors won't know how to sell it." Okay, fine, let's forget about the climbing kit 😢.
In any case, we agree: plants open the door, then soil, tools, landscaping, and motorized equipment follow. Of course, these additional items need to be readily available, or a well-intentioned guide needs to help our Chloé navigate this array of unfamiliar products.
More than ever, advice, follow-up, coaching, personal shopper… Call it what you will! More than ever, the human support of our Chloé is essential.
And once you're home?
"The client has left, but the relationship continues."
Chloé comes home. The jasmine is planted, watered… She's still a little worried. Well, she didn't buy all this just to see her plant die! What now?
This is a delicate moment. 33% of French people cite after-sales care advice among the services that would make buying plants easier. The customer has left, but the relationship continues. A care sheet, a QR code on the label, a seasonal reminder, a message in the spring about pruning. We all have enough knowledge to give our customers the right advice.
From the retailers' perspective, there's the connection with Chloé through the loyalty card or the buyback guarantee. Chloé, for her part, might call her store at the first sign of yellowing. Or she might post a photo on social media. It's best to give her the answer in advance.
There's also the climate to consider. 36% of French people primarily want plants that are more resistant to drought and extreme weather. So why not send them a text message to help them plan ahead for watering or mulching? 😉 It's an excellent way to build customer loyalty!
And what's next?
Five steps, and already many avenues to explore. Desire, track record, simplicity, the basket, advice. Each requires few resources and a lot of attention. Can you think of any others?
Our obsession remains the same: to promote plant-based products and inspire people to buy them, from producers to distributors. The figures are plentiful; we just need to take a step back to discuss them… We promise, we'll chat about this topic during the JdC in Marseille.
But one question remains: how to showcase all of this on the shelf, with the help of distributors, suppliers, and producers? The solution isn't simple; otherwise, we wouldn't be talking about it anymore! But one thing is certain: in the garden, the key is and will always be plants in all their forms.
The situation is complicated enough right now, so we need to talk about it together and find solutions together. The JdC (Journal des Chrétiens - Journal of Commerce) is the perfect place for us to forge alliances, meet new people, and exchange ideas to get back on track! Everyone will be there, Chloé too… She's the one who told me about it…
President of Promojardin Promanimal
How much does a star jasmine cost once planted?
Prices recorded in early November 2026 on the websites of Truffaut, Castorama and Brico Dépôt.
- Star jasmine (Trachelospermum jasminoides), 3 L container: €25.99
- Bag of planting soil, 50 L: €13.99
- Granulated fertilizer for flowering shrubs, 1.4 kg box: €9.99
- Entry-level spade, wooden handle: €12.90
- Expandable wooden trellis, 60 x 180 cm: €21.50
- 11L watering can: €6.79
- Raffia, 50g spool: €2.99
- Total, planting in open ground: €94.15
- Potted version, without a spade, with a 30 cm (10 L) pot at €3.59: €84.84
For every €1 spent on a plant, you can expect around €2.60 worth of additional supplies for planting directly in the ground. The plant opens the door, the rest follows… provided you support the sale!