Growers find new sales channels through Floradecora

One of the latest measures taken up by Dümmen Orange to promote sales is its participation in Floradecora, for which Marketing Manager Rokus Hassefras identifies four reasons: “Firstly, we, as leaders in the sector, feel under an obligation to be present. Secondly, we get to see new ideas and new customers at this trade fair. Thirdly, we can use the opportunity presented by the format of Floradecora, to take our customers along with us and, together, meet sectors that have hitherto not bought flowers or plants at all. And fourthly, the show has considerable potential because of its proximity to Christmasworld. We are keen to meet buyers from supermarkets and garden centres, who travel to Christmasworld anyway and who then recognise, when they come to our stand, that we, too, sell gift items for Christmas!”

“We have not only been able to interest representatives of supermarkets in our products and what people can do with them, but also people from furniture stores, restaurant businesses, city and town marketing agencies and event organisers.”

Sonja Dümmen, who oversees operations from the German headquarters in Rheinberg, sees in this precisely Floradecora’s advantages: “We are not only showcasing different types of flowers here, but also ideas for using them, for packaging and design. We are leaving the traditional by-ways of the B-to-B sector and drawing the attention of hotels, offices, cosmetics shops and clothing retailers to the notion that flowers are a decorative item that bring life to sales floors and also make a beautiful gift in themselves.”

Beautiful but simple flower offers prove popular
Ideas involving flowers and plants, that are easy to sell, are what appealed to new customers, above all. Most popular of all were presentational solutions, which are easy to handle and alluring in their impact. “Large bouquets are just a step too far for the new customers,” says Rokus Hassefras. “What attracts people are unfussy, easily grasped items, that are simple to care for and to deal with, items that even people who are not used to handling them can cope with.” One example of this is ‘Jewels’ - high-quality flower bulbs, whose presentation echoes the look of the candy shop.


Marketing concept for flower bulbs – ‘Jewels’ borrows a look from the sweet shop: Photo: Dümmen Orange

Each colour has its own packaging: the tulips have red; the daffodils, yellow; amaryllis a gold or black presentation bag – for bulbs covered in wax, that need no looking after, at all.

Another uncomplicated gift idea is provided with ready-made flower / vase arrangements in a gift box. “These are simple ideas that new customers can envisage in their own shops,” emphasises marketing expert Hassefras once again, “ideas, with which one can make a start, without the need for any knowledge of floristry.”


Arrangements with pot plants in a gift box, offered as a convenience product. Photo: Dümmen Orange

“And who will be coming to Floradecora with you again next year?” It is a question that Dümmen Orange put to the participating members of their consortium after the trade fair. “I was greatly pleased and encouraged by the result,” says Rokus Hassefras. “We brought ten customers along. Eight replied spontaneously that they would like to join in again. And the other two are even thinking about having their own stands.”


Rokus Hassefras & Sonja Dümmen, Marketing Managers Dümmen Orange. Photo: Dümmen Orange

Dümmen Orange have already signed up for 2018. The 360° tour of Floradecora 2017 at floradecora.messefrankfurt.com/virtualtour provides further information about the portfolio of products and services on offer, including details of contact persons. If you have any questions about taking part in Floradecora, contact Martina Bullack (tel: +49 69 75 75-64 66, email floradecora@messefrankfurt.com).