Winning the hearts of consumers togetherNews 07 / november / 2017
Winning the hearts of consumers is increasingly difficult nowadays. Obviously, we all want to tempt consumers to buy more flowers and plants. But how can we ensure we really touch their heart? We can only do that by working together! If you can touch a consumer’s heart you will secure a place in their mind (as well as their wallet) and that, ultimately, is what we all want.
Consumer data allows us to identify the different consumer groups and what motivates each of these groups to buy flowers and plants. We are working together with Royal FloraHolland, Flower Council Holland and the Dutch Florist Association (VBW) to translate our consumer knowledge into specific communication topics relevant for the various consumer groups.
Celebrate Seasons | Cosiness Seeker
The communication topic Celebrate Seasons is linked to the consumer group Cosiness Seeker, consumers who like to make their home cosy with flowers and plants. The Cosiness Seeker enjoys every season: each season has its own charms and atmosphere. They will likely have winter flowers on the table once temperatures drop and enjoy a colourful vase of flowers as soon as the early spring sunshine appears. Every season, they will be on the look out for typical seasonal flowers and plants; that makes everything so much cosier. Products that are not available all year round offer continuous variation and new experiences. Stimulating the senses again and again: time to celebrate the season! Winning the hearts of consumers is increasingly difficult nowadays. Obviously, we all want to tempt consumers to buy more flowers and plants. But how can we ensure we really touch their heart? We can only do that by working together! If you can touch a consumer’s heart you will secure a place in their mind (as well as their wallet) and that, ultimately, is what we all want.
What is the best way to trigger a Cosiness Seeker to buy more flowers and plants? This checklist has some useful suggestions:
• Make it very clear what the products of the season are, translate this to your webshop and don’t forget your newsletter and Facebook page.
• Inspire customers with your creativity and encourage them to be creative themselves. Organise workshops or share your creativity online.
• Make gift-giving of flowers or plants personal, with a hand-written card and appropriate gift packaging, for example.
• Offer good value for money. Make the customer feel that they got a good deal.
Interior | Individualistic Performer
The communication topic Interior is linked to the consumer group Individualistic Performer, consumers who use flowers and plants to give expression to their interior. The Individualistic Performer uses their home not only as a place to live but also to work in. The home is furnished with great care and attention to detail. Flowers and plants, and the unusual stories behind them, are used to give expression to the interior design. Putting flowers and plants in different rooms, such as the kitchen, living room and bedroom, creates a coherent whole, which particularly reflects their personal taste.
What is the best way to trigger an ‘Individualistic Performer’ to buy more flowers and plants? This checklist has some useful suggestions:
• Present unusual flowers and plants as an interior design statement. Combine accessories, flowers and plants in a stylish fashion.
• Explain what is so special about the flowers and plants, both in store and online.
• Ensure omnichannel access to your products and ideas. Coordinate the styling and communication both in-store and online, as well as webshop and social media (especially Instagram).
• Focus extra attention to your unique gems, both in-store and online.