2018-04-27

Digital transformation – significance for the horticultural market

Digital transformation – significance for the horticultural market
 
Author:
Managing Director Media Concept Schweiz AG

Digitalisation changes our life! Who would disagree? We experience faster changing processes caused by digitalisation. Whatever seemed to be «carved in stone» does not exist any more. What means digitalisation and when shall we speak of digital disruption? This is what we explain in this article. Furthermore we discuss about the influence of this development in short-term, medium and longterm point of view on our market.

Facebook and Google are the world’s biggest providers of content and knowledge. Both companies are not involved in generating these contens though. Companies which were famous for generating high-quality content for ages suddenly struggle or maybe even disappear. Just think of the many daily newspapers or publishing houses of roadmaps.

Airbnb is the biggest provider of hotel rooms without even owning one single hotel. Due to digitalisation every private person is able to provide rooms via Airbnb and therefore competition is very high for hotels. No hotel owner would have believed in such a hard competition three years ago.

These two examples truely show how digital transformation can have an impact on business models, companies and humans. The border to digital disruption is not far from that.

Digital disruption describes the complete expulsion or replacement of products, technology and business models. An early «victim» was Kodak. Once the world’s leader for films and photography, Kodak disappeared after a couple of years because digital photography replaced a product or rather a business model completely.

How do we have to prepare for these changes in the horticultural market? Which examples can be seen already? Digital techniques are already used for professional production of young plants from seedings or cuttings. Deficient germinal results in multi plates are not a problem any more because photo cells recognise the empty cells and robots replace the plants. Thus, the gardener receives completely filled plates with seedlings.

Online shops with garden products lead to regressing sales in stationary shops. Consumers do not just buy high-grade garden shears in the garden center anymore. People do research online and use the cheapest source of purchase. This is another example of digital transformation.

We will keep you up to date about interesting developments. If you have any questions don’t hesitate to contact us.
 

Spread the word!

Author:
Robert Wacker
Managing Director Media Concept Schweiz AG
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of Media Concept Schweiz AG, he regularly writes articles for this blog.