Over 30 growers and traders from the Horti Inspiration Group gathered at Utrecht Central Station last Thursday afternoon. Not to catch the train but for the start of a retail inspiration tour through Hoog Catharijne and the city center. Flowers and plant shops are still an important sales channel in the floriculture industry. But as a physical shop, how will you win out over algorithms? And how can florists continue to stand out? As a thread for the retail tour, organizer Marcel Jansen of Strøm Creative Marketing selected several unique flower and plant shops. Among them were also stops at notable retailers outside the industry, says Marcel Jansen. "Stores like Lush, E&Co Warenhuis, Rituals, De Pindakaaswinkel, Søstrene Grene, De Zuivelhoeve, and a local hero like Broekman Herenmode certainly understand the retail game as well."
Efficiency and convenience
"The tour started with a reception and presentation by Letty Pennings at florist chain Bloem! at Utrecht Centraal," he says. "This is a 'high traffic' retail location where everyone is in a hurry and therefore has little time to find a beautiful bouquet. With an attractively presented collection of bouquets and clear fixed price points, Bloem! makes choosing easy for customers. With a self-scanning checkout or payment via an on-shelf QR code, Bloem! fully meets the need for convenience. Efficiency is certainly one of the ways in which physical shops can distinguish themselves. In Hoog Catharijne, you have a vending machine by Daily Flowers where convenience takes on another whole new meaning. On the other hand, this form of sales still requires attention when it comes to attracting customers."
Experience and expertise
According to Marcel, at Daen's Greenhouse customer are really immersed in an inspiring green experience. "A unique experience, with which they also manage to attract more and more young customers to buy special green plants. At Stek voor je Plek you walk into a green oasis in the middle of the city, but what stands out here is the expertise of entrepreneur Taco. He is bursting with product knowledge and knows how to help and surprise customers with advice and information. Preferably, he would go and get his plants himself from every grower."
Personality and creativity
"During the tour, the group of entrepreneurs increasingly realized that there are still plenty of opportunities for flower and plant shops, but after visiting Carolien Rutgers' colorful shop Red&Bloem, they knew for sure. This shop exudes the ultimate love for flowers, vases, and customers. Carolien has managed to translate her outspoken personality and creativity into a striking concept for her flower shop and also effectively communicates this on her socials. Here you taste the human touch in physical shops, which can never be taken over by AI or any other technology."
Marcel looks back on a successful day full of optimism. "We have seen great examples that show that physical shops within ornamental horticulture certainly still have a right to exist. Their crucial role for the sector towards consumers should not be underestimated either. It is the florist or plant specialist who knows how to seduce the consumer with stories, presentations, creativity, and craftsmanship. We should cherish them."
Tour participant Jacco Huibers of Amigo Plant also recognized the future of physical shops during the closing dinner in an 'Instagrammable' restaurant. "Each has its own unique concept, but what unites them is passion and entrepreneurship. They don't sell products, but they mainly tell stories! And there is also a lot to tell about our beautiful products."
For more information:
Marcel Jansen
Strøm Creative Marketing
[email protected]
www.strommarketing.nl
Horti Inspiration Group
[email protected]