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13th to 15th June, Kalkar

Innovative POS concepts at Hortivation

How can the green sector use trends in society in order to raise the sales of its products? That is the central question at Hortivation by IPM Essen. The event sees itself as a source of impetus, a matchmaker and a platform for actively helping to organise the innovation process in the green sector – not only for producing horticulture but also for trade.

From June 13 to 15, people involved in the distribution of plants are coming together in the exhibition centre in Kalkar. The first event has 86 exhibitors in the Plants, Garden Equipment, Service Providers and Plant and Flower Trade areas and occupies around 4,000 square metres in the Hansehalle.

Speakers' Corner
From experience and online marketing via Urban Farming and Designed Nature right up to the hip allotment garden and “Confetti Garden“: Experts are presenting new trends in the sector, selling concepts and their customer-oriented implementation at the point of sale. The trend watcher and green stylist Romeo Sommers is comparing the open discussion forum and simultaneously introducing the “Green Your Day“ campaign.

“Urban Gardening“ and “Garden Living“ Special Shows
The Speakers‘ Corner is being framed by the special shows on the subjects of “Urban Gardening“ and “Garden Living“ (Booth A36). New ideas are being developed in workshops which are dealing with both trends and were initiated by the Association of the German Flower Wholesale and Import Trade (BGI) and are now being presented as finished POS concepts at hortivation. “Hanging Garden“, “Country Feeling“ and “Even Men Like It Beautiful“ are just a few examples of the innovative goods presentations.

Garden center of the future
On 250 square metres, the garden center of the future is being created in the Retail Green Lab (Booth D50). The setting-up of the campaign area is already being prepared as an interactive workshop: In a master class, employees from garden centers are elaborating POS mechanisms together with experts from NIFEM Instore Builders. During the period of the fair, trade visitors can bring their latest concepts with them and, in situ, receive advice about how a creative product arrangement increases the sales.

Hortivation Cup
"The Sun Terrace - Green Oasis in the City" is the motto of the Hortivation Cup. The Rhineland State Horticultural Association is the organiser and promoter of the competition for goods presentation and is being provided with its platform at Hortivation. Garden centres and specialised retailers were called upon to design a terrace covering an area of twelve square metres with goods from all the ranges. In addition to an expert jury, the visitors to Hortivation have the possibility of choosing their favourites. The winning team will receive a cash prize amounting to 500 euros as well as a one-day in-house workshop.

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