In recent years there were significant changes in the distribution structures in horticulture retail trade. Thereby the decrease of traditional specialized retail gardening traders in favour of the chain stores/garden centres and the DIY sector forces the gardeners to orient their service and their marketing strategies more closely to their customers. A vague knowledge about the needs, wishes and motives of the own customers and their shopping behaviour permits only a "grey-in-grey"-marketing, which does not take into account the specific characteristics of differing customer groups in horticultural retail stores.
