loomways, the cut flower specialist within the Landgard Group, was the so-called Blumenagenda (Flower Agenda). Bloomways adapted the concept created by Bloemenbureau Holland to provide their customers with ideas for modern POS presentations with seasonal flowers. “Market research shows that especially young end consumers only think of flowers during special occasions and hardly know which flowers belong to what time of the year," says Nina Keune, project manager Bloomways of Landgard. The Blumenagenda provides information on the seasonal calendar of cut flowers for end consumers. And the belonging POS material shows florists how to set focus on seasonal flowers within their POS concepts. "We introduced the agenda last May and the reactions are very positive. It stimulates the sales and some florists are now even asking for the agenda," she says. 
Nina Keune of Landgard and Melanie Schwartz at the IPM Essen in Germany.
Blumenagenda
On each first Thursday of the month, the Blumenagenda puts a certain flower in the spotlight. "The flowers promoted in the agenda are seasonal flowers. Last month for example the rose was on the agenda, this month the freesia and next month the gerbera," says Keune. The flowers are being promoted in a special way, so not only by the pictures (provided by Bloemenbureau Holland) in the Blumenagenda. "As well as a poster, we also offer the florists POS material, like postcards, cards with information on the flower grower, a bouquet and more DIY ideas for making hip and trendy bouquets and arrangements," she says.
Special offers
Besides the fact that the florists receive ideas and POS material, they also receive a discount on the flowers that are presented in the Blumenagenda. "Each Thursday of the month, when we introduce a new flower, we put that flower in the promotion together with the flowers that accompany this flower in our 'example' bouquets," she says.
Promotion locally grown flowers
Another aim of the Blumenagenda is to promote locally grown flowers. "The flowers promoted in the agenda are seasonal flowers. Therefore, it enables us to cooperate with German growers. We ask them to supply the flowers and we will promote them in the cards that are part of the POS material."
Bloomways
Bloomways is a large cut flower wholesalers in Germany. As a subsidiary of the Landgard Group, Bloomways operates as an independent company in the cut flower industry, as well as in the purchase and sale of cut flowers. The Cash & Carry markets and mobile sales routes cover the entire country and thus provide reliable service to the German and Austrian flower retail market.
For more information
Landgard
Nina Keune
Email: [email protected]
www.landgard.de