Fresh plants increase purchase intention

Research carried out by the Hochschule Geisenheim University in collaboration with Chrysal at a supermarket chain in Germany, shows that the purchase intention of plants is 40% higher when the potted plant display is looking healthy and fresh. Interestingly though, a display of fresh plants also has a positive influence of the consumer buyer behaviour of other categories within the store. The research showed a correlation between freshness of potted plants and the sales of fruit & vegetables as well as bread and dairy products. Not surprisingly, customers are far more likely to recommend a store with fresh plants than one with withered, dehydrated stock.

Hochshule Geisenheim University conducted the research in collaboration with Chrysal, in which a sample of 400 people were asked about their shopping behaviour in German supermarkets. Individuals were randomly shown either a picture of a display with fresh plants, or one with withered plants. This showed that the freshness of the potted plants has a relation with the purchase of intention of other product groups. At least 8% more customers want to buy fruit and vegetables if the plants in the store are fresh. The “purchase intention” of plants is 40% higher when the potted plants were fresh. 15% more customers said they would recommend the supermarket which had a display of healthy, fresh looking plants.

The research also showed that the purchase intention of plants and flowers significantly decreased by 34% when the potted plants were not taken care of for 2 days. For longer than 2 days, the purchase intention decreased further.

Chrysal offers several products to keep plants fresh and appealing longer. This will additionally increase the purchase intention and reduce waste. For example the innovative Aqua Pad and Aqua Stick. The Aqua Pad is a wood fibre mat which, when soaked with water and placed between the plants grower pot and the cover pot or gift bag, creates a reservoir for plants keeping them hydrated and reducing the need to water whilst in store. Aquastick is an innovative watering wick system that transfers water naturally from a reservoir to the plant.

Following the results of the research by Hochschule Geisenheim University Chrysal has created a tool to calculate how much sales you could potentially generate by using products like Chrysal Aqua Pad and Aquastick.

For more information:
Chrysal Benelux
Gooimeer 7
1411 DD Naarden
Netherlands
T: +31 (0)35 69 55 888
F: +31 (0)35 69 55 822
E: info@chrysal.nl
www.chrysal.nl