Chain partner collaboration plants seeds of success
Shopper activations: enticing and selling
The Flower Council of Holland has been focusing on shopper activations for several years now, with enticing campaigns that boost in-store sales of flowers and plants. And it is not just the sales figures that are given a boost, but our knowledge also increases with each activation. Insights are shared with the sector and used to make subsequent activations even more successful. ‘The enticement lies in the added value for the consumer rather than in the cheapest price,’ explains Activation Team Manager Ivo van Orden, who presented the latest results and insights at the Flower Council of Holland’s stand at the recent Trade Fair Aalsmeer.
Entice, activate, retain
And yet effective activation requires so much more than just a nice giveaway. First and foremost, flowers and plants need to be top-of-mind among consumers – which can be achieved through campaigns like Thanks Plants, with radio spots and online communication. The next step is to target shoppers with an effective campaign that will actually get them to visit the shop: ‘Come along and get the Happinez special Happi.Health for free’. Once in store, an eye-catching presentation reinforces the campaign promotion. And we can start to encourage the next purchase as soon as the customer pays: ‘get €5 off your next plant purchase’. ‘Four steps geared towards enticing and retaining customers. And it works. We’re seeing higher sales figures or less waste.’
Another success factor revealed by the surveys is an added value that is genuinely relevant for the target group. And the more emphatic the link between the activation and the Flower Council of Holland’s campaigns and content, the greater the success of the result.
Examples abound, such as the autumn bouquet campaign at Blumen Risse, which ran in October 2021. Radio commercials, social media, and influencers were used to attract consumer attention. The special autumn bouquets were offered in the chain’s 135 branches (florists and garden centres) and in its webshop. The website attracted 21% more visitors and sales of the special ‘bouquets of the week’ were boosted by no less than 114%.
Shopper activations are taking off beyond our core countries as well. An activation run in September 2022 enabled Norwegian florist chain Mester Grønn to achieve 7.5 million views on social media, 85% of which were within the target group. Customers were given a free Begonia Rex when purchasing an orchid. Orchid sales rose by nearly 10% as a result.
Every shopper activation is the result of close cooperation between various chain partners: growers (and grower collectives), traders, retail chains, and the Flower Council of Holland. Which party takes the initiative and subsequently enlists the help of the other partners varies.
Shopper activations centering on potted roses and orchids were introduced at the French supermarket chain E.Leclerc consecutively in November and December.
One important aspect of shopper activations is to garner insights into consumer preferences. Targeted surveys provide more and more clarity on what influences buying behaviour. Where do consumers shop, both online and off? What types of activations work on them? And what influences their purchases? Does a display or locally produced products make the difference? Is product information the decisive factor or is a quality guarantee important? These and many other questions are increasingly being asked of shoppers in the participating countries. ‘Crucial information for each subsequent activation,’ observes shopper activation specialist Ivo van Orden. Incidentally, that subsequent activation could also be a re-run. ‘The Flower Council of Holland will run the same shopper activation a maximum of three times. It’s then up to the other parties. And that’s becoming increasingly common too.
Keen to find out more about this shopper activation or to organise one with us? Feel free to get in touch with our Country Manager Chanel de Kock via email@example.com. Or contact Ivo van Orden, Activation Team Manager, by sending an e-mail to firstname.lastname@example.org.