Self-watering planter and growing substrate specialist launches first of its kind ‘smart’ content platform for container gardening and plant enthusiasts.
Specialist self-watering planter and growing media specialist, LECHUZA, is proud to announce the launch of the LECHUZA Academy. In what is believed to be a first for this industry sector, the custom-built digital platform is designed to inspire and equip everyone from first-time plant parents to seasoned green thumbs with everything they need to thrive.
The innovative concept is the brainchild of Hornby George PR founder Kimberley Hornby George, who was tasked with going above and beyond the traditional remit of PR to keep LECHUZA ahead of the rapidly evolving curve of technology.
Commenting on the project, Kimberley said: “There’s been so much talk of AI and – as content creators – I’ll admit we were initially reluctant to embrace it. But then reality kicked in. AI is here to stay and we’d rather be part of the Revolution than drag our heels waiting to be left behind!”
This sentiment was strongly echoed by Theo Paphitis at Spring Fair this year, who urged businesses to change if they want to survive. He described AI as ‘basic business literature, saying: “You’re not competing against AI, you’re competing against the business next to you that’s already using it,” and who was quicker off the starter’s block in adopting new methods and technologies.
The HGPR team was intrigued to learn how search engines like Google have changed their algorithms strongly in favour of quality educational content, and that the tide was turning against highly commercial but emotionally empty ecommerce sites which didn’t add value to the customer experience. The Lechuza Academy concept was then conceived.
The Lechuza Solution
Lechuza’s custom-built content hub is designed to be far more than a brand tutorial and is not an ecommerce site, although it does link back to Lechuza’s existing online store. It is a complete growing companion, packed with expert guidance, creative ideas, and trusted know-how to help anyone succeed, no matter their space or skill level. From balconies and windowsills to patios and gardens, the LECHUZA Academy ensures that every growing journey has the support it deserves.
Content takes the form of influencer and-generated videos, how-to-guides, hints, tips and houseplant inspiration, seasonal gift ideas and home style solutions, whilst a plant A-Z not only serves as a pictorial and descriptive guide, it also recommends optimum growing substrates and suitable plant pots. This subtly highlights LECHUZA’s different varieties of ‘PON’, the brand’s game-changing, soil-free potting medium. Specially developed to promote root health, improve drainage, and eliminate the guesswork of traditional compost, PON is setting a new standard in container gardening.
Whilst this content is created by real-life experts and influencers, the LECHUZA Academy ‘Professor’ utilises a specially trained in-house AI to answer users’ houseplant, grow your own, container gardening queries and other questions.
Want to grow your own tomatoes; dream of creating a green wall in your living room or need advice on cactus care and orchid cultivation? There’s no longer a need to scour search engines and endless websites for the bit of info you need! The Lechuza Academy Professor will summarise the solution for you in double quick time and even show you what products you need to achieve your growing goals.
Lechuza’s UK consumer sales manager, Artur Ilev, said: “The LECHUZA Academy is about helping people grow with confidence. We’ve created a space where plant lovers can learn, be inspired, and make the most of their LECHUZA planters but also where anyone can come to deepen their knowledge, experiment boldly, and feel empowered by their growing journey.”
The case for smarter websites
As Theo Paphitis and other retail leaders have emphasised, in today’s rapidly evolving technological age, businesses cannot afford to ignore the challenges and opportunities posed by AI. Search engines are already favouring content-rich, educational and value-added websites over pure ecommerce sites, and to stay on top of search engine algorithms, a creative approach is needed.
Lechuza Academy web developer and AI trainer, Denre, Bruins, says: “Through the Lechuza Academy we’re not only providing how-to guides, tips, hints and inspiration, but are also able to recommend the best Lechuza products for every relevant query. For me it’s about centralising information and answering user queries as efficiently as possible, whilst also creating quality sales opportunities for our client.”
LECHUZA hopes the Academy will become the go-to resource for plant enthusiasts – a trusted, ever-evolving library where users return again and again, not just to get more from their planters, but to nurture their skills and love of plants at every stage.
Influencer-led
In the build up to the launch of its Academy, Lechuza has enlisted a growing community of influencers to help generate content and extend its reach into new consumer demographics. Journalists, influencers and other gardening experts are invited to get in touch to see how they can work with Lechuza on this exciting new concept.
Lechuza is also headline sponsor of Another Plant Swap, a fantastic initiative headed up by Happy Plant Collector, Lisa Bauer and Good Growing influencer, Emma Angold, which started in London during the Covid lockdown. After years of consistent growth this year Another Plant Swap looks forward to a raft of different event held at 8 different locations nationwide. The first swap will take place at MKII in Hackney, London on Sunday 8th March. Journalists are very welcome to attend.
Visit the LECHUZA Academy now at www.thelechuza.com/academy
Or get in touch for more details: kimberley@hornbygeorgepr.com /
Make growing smarter, more sustainable – and effortlessly rewarding. Visit the LECHUZA Academy now at www.thelechuza.com/academy
