Just Add Ice Orchids - Consumer Report

Orchid Industry
Consumer Report January 2011

JustAddIceOrchids.com

IntrOductIOn
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


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

GEndEr & AGE
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.

88%
Gender
Female 88%
Male 12%

Age Group

12% 18-25 3%

26-35 7%

36-49 16%

50-65 47%

74% of our customers 66+ 27%
are 55 years of age or older and rated

“Gardening”
as the top hobby they enjoy.


3

HOuSEHOLd & EducAtIOn
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.

Rent or Own Home Married
Own 87% Yes 70%
Rent 13% No 30%

Education Level Number in Household
High School Diploma 43% 1 6%
Associates Degree 20% 2 58%
Bachelors Degree 23% 3 13%
Masters Degree 10% 4 8%
Doctorate Degree 2% 5 4%
Medical Degree 1% 6 12%
Juris Doctorate Degree <1% 7 <1%


4

BuYEr PrEFErEncES
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.

Choosing Orchid Pot Color

I prefer both 50%
Match to
current décor 44%
Match season/
holiday 6%

Preferred Design Aesthetic

Traditional 35%
Modern/
Contemporary 20%
Country 15%
Earthy/organic 14%
Antiques
Our Orchid Care videos have had
8%

over 45,000 views
on YouTube.


5

BuYEr PrEFErEncES cont.
Where do you Hobbies You Enjoy (select all that apply)
display your orchid?
Gardening 70%
Living Room 40% Cooking 54%
Dining Room 15% Crafts 44%
Study 3% Music 42%
Bedroom 4% Traveling 39%
Kitchen 24% Shopping 32%
Bath/Sunroom 6% Interior Decorating 27%
Other 8% Entertaining 25%
Collecting 20%
Other 18%
Athletics 14%


6

BuYEr PrEFErEncES cont.
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.

Color of Current Orchid Flower Color of orchid you would purchase next

White 27% Doesn’t Matter 37%

Pink 24% Purple 15%

Purple 23% Bi-color 13%

Bi-color 13% Salmon 10%

Doesn’t Matter 8% Pink 9%

Yellow 3% White 8%

Salmon 2% Yellow 8%


7

EXPErIEncE WItH JuSt Add IcE OrcHIdS
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.

Rate the attributes that prompted your orchid purchase

1 Most Important 2 Important 3 Not Important

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%


8

EXPErIEncE WItH JuSt Add IcE OrcHIdS cont.
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!

Orchid Knowledge Level Rating Your Experience

Beginner 80% Excellent! 52%
Intermediate 19% Good 34%
Advanced 1% No opinion 5%
Not so good 7%


9

Orchids Purchased in 12 months Was this your first orchid?

0 10% Yes 78%
1 32% No 22%
2 27%
3+ 31%

Each week 90-100 people
submit stories on the blog for our
Orchid Giveaway Contests!


10

PurcHASInG
JuSt Add IcE OrcHIdS cont.
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.

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

Grocery Store 35% Grocery Store 30%
Big Box store 25% Big Box Store 25%
Home Improvement 24% Home Improvement 22%
Wholesale 7% Wholesale 8%
Other 6% Greenhouse 6%
Greenhouse 1% Other 6%
Florist <1% Florist 3%
Drug Store <1% Drug Store <1%

3%
6% 6%
7% 6%
30%
35% 8%
24%
22%
25% 25%


11

PurcHASInG JuSt Add IcE OrcHIdS cont.
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.

Acquiring Our Orchids Occasion for Orchid Gift
Birthdays
Purchased Birthday
29%
59% 29%
Received as Gift 41% Holidays 23%

Everyday Gift 20%

Other 17%

Gift to Yourself 7%

House decoration 6%
A GIFT PURCHASED
41% 59% Get Well 4%

Congratulatory 2%

Condolences 2%

Wedding <1%

92% of customers
purchased their orchid in
good or perfect condition!


12

OnLInE OrcHId rESOurcES
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.

Social Network Most Used
Facebook 52%
Online Resources Used
Do Not Use 42%
Watering Emails 49%
YouTube 3%
Website 39%
None 25% LinkedIn 1%
Facebook 20%
Twitter <1%
Forums/Blogs 9%
Monthly Wallpaper 8% MySpace <1%
Other 3%
YouTube 2%
Twitter 1%
Means of Learning
about Just Add Ice Orchids
Store 73%
Willing to participate
Website 12%
in a follow-up survey
Other 8%
Yes 1,811 (85%) Word of Mouth 4%
No 314 (15%) Social Media 2%
Newspaper <1%


13

GrOWInG Our cOMMunItY

• Orchid Care
Resources
• Expert Orchid
Advice
• FREE Orchid
Giveaways


14

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


Just Add Ice Orchids - Consumer Report

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Just Add Ice Orchids - Consumer Report