How do you keep houseplants alive? Exactly how much water does that plant need, and how much light? Probably, that's a familiar question for plant owners. The answer: a plant sensor that is practical, of good quality, and affordable for b2b. Dirk Beijer (Bunnik Creations) believed that it was feasible, and he set to work.
Dirk during Novae Fabula, where he presented the plant sensor
A quest
"I am always looking for new interesting products to surprise my customers, who in turn can also make their customers happy," says Dirk. Previously, he was working on a data project for Bunnik Creations. "After all, you want to keep flowers and plants alive, and a plant sensor helps to achieve this goal. The idea is not new, there are many of them on the market already. Nevertheless, we didn't find what we were looking for. Often, sensors were either cheap with little result, or really overpriced with excellent performance. The more expensive ones might be of interest to consumers, although we think the target group willing to pay €30 or even €70 for a plant sensor is small. However, this purchase price would simply be too high for growers and retailers such as garden centers."
"At Bunnik Creations, we then started looking at the possibilities. Eventually, we focused on the most important needs of a plant: water and light. Temperature is also important, but we left that out due to the cost. Moreover, this information is in the app that comes with the sensor. Customers only have to plug the sensor into the plant. Thanks to the information that is provided by the sensor in the app, they can keep the plant alive longer."
Image from the promotional film
Everything in the app
The app also provides information that is not measured by the sensor. "In the app, there is an overview showing the sensor and the plant that it is in. Each plant can be looked up in the app. One can add multiple plants, and thus multiple sensors, to the app. The app also contains all kinds of general information about the plant. For example, how often it requires feeding, how best to repot it, what to do in case of harmful insects, and the temperature. It also includes a wish list. So you can check which plants are available and which ones you still want in the future. For the customer this is just fun, but for garden centers it is a sales opportunity when they place a direct link in a banner in the app. Or they can place banners around Christmas or Easter. That way, they make the customers return."
Dirk continues: "No personal data is shared. We cannot see who uses the sensor or where it is used. Nothing is visible about the users. However, you can for example see that of the 100,000 sensors sold about 50,000 are in a pachira. Then, you can also see that half of them have used the sensor for a cactus after a certain time. So a garden center can see which plant is chosen, and respond to that with a banner after 5 weeks."
Image from the promotional film
Customer branding
The app comes along with the sensor, and is offered for free. A garden center can put the app under its own name in the App Sstore or Play Store, making it their own product. "Before we deliver the product, the app can be completely adapted to the garden center's house style. Even hardware can be given a different look if required. In other words, the plant sensor still remains a unique product for each garden center. Nothing refers to Bunnik Creations either, so the product is really for the customer."
"If the customer wants it, we can provide them with a plant, pot, and sensor, and even a display and nice packaging. It is all possible. However, customers can also do this by themselves if they wish to," Dirk says. "Not only the app, but also the sensor can be personalized. Garden centers can put their logo on the plant sensor, to mention an example. If they prefer not to use recycled plastic, it's also possible to use bamboo or wood. In terms of design, we went for a minimalist design in different colors. But we can also offer them in the shape of a leaf, for example."
Interesting actions
"Often garden centers offer discounts that are something like 'get three, pay one' or 'this €10 plant with decorative pot now for €5 only'. The margin suffers, and the retailer has to sell more because the price is lower. Instead, you can present a promotion like: 'normally €10, but now €15 including a plant sensor worth €20!' This gives a customer a positive feeling, as they have a new product at a nice price. In addition, the nursery and the garden center benefit from a nice new product and have more margin. What's more, it gives a garden center a good image, and they bring a piece of innovation that customers like," he says.
In the shop
"The idea is that the sensor is delivered along with a plant to garden centers and at nurseries. Currently, the sensors are suitable for pot size 12 to 14, but we are also working on a larger version suitable for pot size 21 at a good price. Displaying a plant sensor in the garden center can be done in various ways. Think of hanging the plant sensor in boxes on a sales rack with a clear banner next to it. Another possibility is to place the sensor in a package with a plant and a pot as a kind of gift wrapping. Based on customer requirements, a lot is possible." Dirk concludes, "This is a product that is fun for both the consumer and the retailer."
For more information:
Bunnik Creations
Hyacintenweg 37
2665 NC - Bleiswijk, the Netherlands
Tel: + 31 10 - 521 4055
[email protected]
www.bunnikcreations.nl