- Commercial Manager Soft Fruits
- Assistant Nursery Manager - Tasmania, Australia
- Tissue Culture Lab / Operations Manager - Victoria, Australia
- Irrigation Manager - Tasmania or Victoria
- Chief Executive Officer Hortifrut IG Berries
- Head of Operations - Dubai, United Arab Emirates
- Greenhouse grower / production manager - Brazil
- Experienced International Trade Specialist
- Packaging Supervisor
- Nursery Production Manager South Australia
Top 5 -yesterday
- Update: Lasso cut fuel prices, protesters lift some blockades, but economy still largely halted
- From supplying 3 months a year to Europe only to supplying worldwide year-round
- Almere residents fear they will pay for Floriade disappointment
- Nanobubble tech improves root health and vitality of Gerbera Daisies
- Cucurbit powdery mildew control in 2022
Top 5 -last week
Top 5 -last month
D.H.M. Innovation's new POS material for dipladenia:
How a small label adjustment can contribute to higher sales
Erick Ciraud of DHM Innovation at the FlowerTrials 2017.
What can I do with this plant? According to Erick Ciraud, it is an important question among the end consumers when they see a plant on display. And for a dipladenia, knowing the plant habit before planting seems to be quite important. "We bring a lot of new varieties on the market and we, in the chain, all know the growing habits of each variety, but the consumer does not. On top of that, we have had some conversations with several garden centers and they pointed out that labels, next to being simple, need to be clearer too."
For this reason, D.H.M.I made a small adjustment to their existing labels and expect these changes to have a great impact on the plant sales. They used to present the variety name right after the brand, followed by a photo of the variety in bloom. Now, the brand name will be followed by the plant habit, compact or climbing, then the photo of the variety in bloom and closing with the variety name. "We decided not to change the position of the brand name as branding remains important for our varieties in order to be recognized. We added the plant habit right after as we want to answer the questions of the consumer right away. We decided to choose simple words (compact and climbing) translated in five languages on the label, for easy understanding of the plant usage", says Erick Ciraud.
On the left the old label, displaying the variety name right underneath the brand name. On the right the new label, displaying the plant habit right underneath the brand name. At the bottom, the variety name is presented.
Next to this small adjustment on the label, they are also working on a QR code that can be put on the label. "This QR code will direct the consumers to a website that will give them more information about the plant and what they can do with the plant."
"It is all about simplification and clarification. Together with the garden centers, we have high hopes that it will contribute to higher plant sales."
Next to these labels, D.H.M.I also introduced a sales guide for growers and garden centers. Also for this guide simplification and clarification are key words. In this guide, they divided their assortment in three groups; compact climbing and limited edition varieties. On top of that, they offer some tips how to put the Diamantina dipladenias on display. Placing compact and climbing varieties together and placing the labels steady and facing the consumers for easy reading is one of the tips given.
Diamantina Opale Orange Coral of DHM Innovation used in a combination. This dipladenia won the Best Innovation award 2016 at the IPM Essen. Orange Coral features a new color. It is slightly smaller than standard dipladenia types, the flowers are colored in shades of orange. Plant habit is comparable to the other Diamantina varieties belonging to the Opale series.
D.H.M. Innovation will be present at the Cultivate'17 at booth number 3647. The Cultivate is being held in Columbus, OH, USA from July 15-18, 2017.
For more information
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2022-06-24 “We are filling a need for easy-to-use and sustainable online packaging”
- 2022-06-22 Plastic-free soil degradable seedling pots introduced to Australian market
- 2022-06-15 RipeLocker closes its first multi-unit sales deal with The Queen’s Flowers
- 2022-06-14 Online packaging: Modiform is introducing a new product category
- 2022-06-14 Clayrton's targets full-paper packaging for flowers and plants
- 2022-06-02 "People want to become more sustainable, and the transport tray plays a role in this"
- 2022-05-31 European retailers called out for not going all-in on curtailing plastic pollution
- 2022-05-26 Kolster presents new label Magical Garden Plants
- 2022-05-25 Water-resistant paper brings plastic alternative
- 2022-05-18 FTD introduces sustainable packaging for all Farm-to-door orders
- 2022-05-10 New foolproof planter solution gaining worldwide interest
- 2022-04-15 “28 days of tulip freshness, stunning results”
- 2022-04-05 Decowraps completes acquisition of Flopak USA
- 2022-03-31 Russia is no longer paying rights on patents for Siropack packaging technology
- 2022-03-15 "The proceeds of the sales of these products will be donated to the Ukraine Humanitarian Crisis Appeal"
- 2022-03-15 Gipea reports label shortage in Italy
- 2022-03-14 "Where are paper prices headed? That's the big question"
- 2022-03-11 Panic in label land
- 2022-03-11 "The easiest way to protect ethylene sensitive cut flowers"
- 2022-03-01 8 different types of produce packaging to sell fresh produce in