2023 Wholesale List Overview
The 2023 Wholesale List was produced as an online document again. To make it more user-friendly, we invested in creating and hosting it as an interactive ‘flip book’. The flip book features page-turn animations, automatic video play, contents menu and search feature making it engaging and easy to navigate.
The Wholesale List was actively promoted to buyers and industry contacts from August to December. This digital format allowed us to quickly respond to market needs and share information efficiently throughout the season with a broader audience.
Here are some highlights from the 2023 Wholesale List:
112% Increase in Views: The 2023 document received 4,174 views.
93% Increase in Visitors: The 2023 document attracted 2,423 visitors
The 2023 Wholesale List was promoted in the following ways:
• Sent digitally to BCTGA existing Garden Centre buyer database (1,600 contacts)
• Emailed to BCTGA Wholesale List users database (collected through data capture sign up form on previous years digital Wholesale Lists)
• Shared digitally with key industry organisation representatives including Horticultural Trade Association (HTA), Country Land and Business Association (CLA)
• Promoted to buyers through paid advertising with Garden Centre Association (GCA) and Gardenforum
• Promoted through relevant network databases to retail buyers including farm shops buyers
• Promoted and link included in any relevant trade press articles such as Garden Trade Specialist
• Added to Wholesale section of the BCTGAwebsite
• Posted on BCTGA social media channels
By producing a digital brochure, we were able to add species sections for easy searching and direct navigation for buyers. The ‘flip book’ format includes options to download or print, though most users preferred to use it online.
To increase exposure for your businesses, the Wholesale List is now promoted earlier, going live at the beginning of August. The user data below shows that this approach was well received by buyers, and we plan to repeat it this year.
The introduction of a Festive Wreaths and Foliage supplier section has been popular with buyers.
As shown in the graph below, we had consistent user engagement throughout the season, averaging around 30 users per day.
2023 Wholesale List Overview
Wholesale ListViews and Visitors The graph below shows document views and visitors for 2021, 2022 and 2023 0 200 400 600 800 1000 1200 1400 August Sept Oct Nov Dec Wholesale List Views 2121 2022 2023 0 100 200 300 400 500 600 700 800 900 August Sept Oct Nov Dec
List Visitors 2021 2022 2023
Wholesale
2023 Wholesale List Overview
By collecting data from the online document we are able to see which sections buyers directly navigated to. The chart below shows how popular each of the individual sections were:
SPECIES SECTION BY VIEWS
NORDMANN FIR 22% FRASER FIR 17% NOBLE FIR 12% WREATHS AND FOLIAGE 9% POT GROWN 8% SCOTS PINE 8% NORWAY SPRUCE 7% LODGEPOLE PINE 7% BLUE SPRUCE 6% SERBIAN SPRUCE 4%
0 50 100 150 200 250 SPECIES SECTION VIEWS 2022 V 2023 2022 2023