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New concept:

Germany: Landgard begins marketing offensive for “Frag die Pflanze”

Following the successful start of the sales concept “Frag die Pflanze” (“ask the plants”) in fall, in the framework of a pilot project with the fall-mixture of products from horticulture growers Bert Schmitz from Kerken, horticulture Kreisig from Holt, and Hils' potted plants from Lüllingen, as well as a second campaign with house plants of the company Gather & Sohn Gartenbau from Tönisvorst, Landgard is now commencing a marketing offensive to the concept “Frag die Pflanze”, with a new product range designed around the profitable flowerbed and balcony plants.

Following the comprehensive launch of the specialized retail concept in the IPM framework, the feedback from customers and growers was positive throughout. Therefore, the “Frag die Pflanze” now needs to be expanded further. The currently provided product range encompasses a variety of products from several grower companies, among which are ampel petunias, hanging petunias, Surfinia petunias, mix ampels, calibrachoa carneval and one-colored calibrachoa, hanging fuchsias and fuchsias in baskets, osteospermum, sanvitalia and sanvitalia procumbescens, as well as one- and three-colored verbenas. Flowerbed and balcony plants stem from Landgard growers Schmitz, from Danwitz, Dehne, Kuhnekath, Küppers Cremers, Schmidt, Strauss, Verstraelen, Velmans, Weenen, Bosch, Thieße and Welbers. Further mixtures of products will follow in the framework of the concept.

Centerpiece of the concept is the mobile website, with which the customers of the specialized traders are provided the most important information on plant products. Via a QR code on the plantlabel, helpful information regarding location and care for the respective plants can be looked up by smartphone. The special feature is the voice files, which address the consumers directly. As a result, “Frag die Pflanze” helps consumers to become independent of personal advice in their purchasing decisions.

In calendar weeks 16 up to 18, “Frag die Pflanze” is intensively marketed in specialist shops, on the impost buys of the Cash & Carry markets and through the sales units. In addition, customer posters, vertical banners, bargain flyers and stickers are employed as merchandising.

For more information
Gianna Carbone, Landgard Specialist Store
T: +492839591829
Email: [email protected]
Customers of Bereichs Fachhandel/Cash & Carry can turn directly to their contact person at Landgard.
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