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Jim Roberts, New Day Flowers:

US: New concept to increase flower sales in supermarkets

Are flowers the solution to increase foot traffic to supermarkets? According to Jim and Sue Roberts they are. The couple have experience of working in all areas of the flower business for most of their adult lives and invested many years in developing a concept that will increase foot traffic to supermarkets as well as flower sales. The new flower marketing concept is called New Day Flowers. According to Jim, this new flower marketing concept creates a unique buying experience which will pull customers to the supermarket.

Clockwise: Customer is visiting the supermarket and sees the flower display. The interactive kiosk helps her to create a bouquet or arrangement. “Easy arrange” containers will make the bouquet look spectacular. Finally, total supermarket sales increase. Click here to view a short video that explains the concept in the context of increasing foot traffic to supermarkets.

How it works
How does the concept actually work? According to Jim, the concept has three components that generate the unique buying experience. Firstly, a website and in store kiosks with unique features including a program that makes it easy for the customer to “customize” his or her bouquet or arrangement. "Customers can choose a flower and the program will show what other flowers would be nice to add in to create a bouquet. This might be a flower on display, but it can also be a flower that will be delivered later that day or the day after. Secondly, “easy arrange” containers will assist the customer in making a professional style arrangement. "These containers will be either designed for particular flowers or flowers in general." Finally, a store flower display will account for the WOW experience. "Many flower displays often have poor eye appeal and poor refrigeration. The display we use is patented by a Dutch company and refrigerates the water and keeps the water pure by using ultrasound technology."

Newest varieties
According to Jim, New Day Flowers enables supermarkets to offer the newest flower varieties. "We will constantly be in touch with flower breeders to locate new and different varieties for our customers. These new varieties will be tested in a company trial greenhouse in Colombia and then test marketed before recommending it to our growers. “We will work directly with farms in many countries including Colombia, Ecuador, Costa Rica, Chile, Holland, Thailand and the USA.” Taking care of the environment, employee welfare and high production standards for flowers are the main requirements of New Day Flowers which their growers need to meet.

Find investor
After several years of setting up this concept, it is finally finished and can be put into practice. Therefore, Jim and Sue are looking for the right partner/investor who can help them implement this concept in supermarkets.

For more information
New Day Flowers
Jim Roberts
Email: [email protected]