Julia Uherek, Messe Frankfurt:

"Festive decoration can help create maximum wow effects at the point of sale"

Showing the mega trends is the main topic for this year's Christmasworld, that will be taking place from January 24-28 in Frankfurt am Main, Germany. With over 1,000 exhibitors from 48 countries this fair has become one of the leading international trade fairs for seasonal and festive decoration and since 2010, flowers and plants earned a spot in the show. They are incorporated in the inspiring displays of the creativity consultants duo of 2dezign. This year, they are celebrating their 10th anniversary with the theme 'Decoration unlimited – Dark Ocean'. Also, it is the fifth edition of the fresh product segment floradecora and this year, it will be in a different hall, where the majority of the florist and garden center visitors will be.

Showing the mega trends
According to Julia Uherek, Messe Frankfurt’s group show director for consumer goods, Messe Frankfurt Exhibition GmbH, the decoration industry is in good shape now. "Compared to last year, we definitely see a stable development within the companies." However, for some companies it has been more challenging, she points out, particularly the smaller manufacturers from the decorative industry. "Finding a successor is one of the main reasons why several had to shut their doors. We as a fair, we cannot help them in that, but what we can do is help them to get an eye on the mega trends and on the possibilities to develop their retail stores according to the new requirements and needs of their customer. For example, all over the world, we see more and more people are moving to the big cities. And in turn, support them in offering their customers the best shopping experience."

Retail Boulevard (BLVD)
In order to get a better insight in the customer experience, Christmasworld teamed up with the Institute for Retail Research (Institut für Handelsforschung - IFH) in Cologne to create the Retail Boulevard 2020, which this year will be focused on the customer journey.  Therefore, this year - unlike last year where they staged product combination of seasonal and floral decorations at the point of sale for five different kinds of retail store - they now developed the Retail BLVD in terms of the different phases within the 'customer journey', namely experience-, convenience- and service-oriented types of shoppers. Again this year, the Retail BLVD will be centerpiece of Christmasworld in Galleria 0. For more information on the Retail Boulevard and the three customer types, click here.

‘Decoration unlimited – Dark Ocean'
In Galleria 1 this year is the display of 2dezign, themed ‘Decoration unlimited – Dark Ocean'. "It really pushes the boat out and demonstrates how festive decoration can help create maximum wow effects at the point of sale." For 10 years now, they are creating these displays in which flowers always play an important role. Following their ‘Merry Marriage’, ‘Happy’, ‘Window Wonderland’, ‘Newstalgia’, ‘The Ice Hotel’, ‘Design by modern nature’, ‘Surprise Surprise’, ‘The Loft’ and ‘Kinemona Vintage’, Rudi Tuinman and Pascal Koeleman from 2dezign will once again be presenting a scenario full of extreme contrasts. Stormy seascapes are set against a cosy beach-club atmosphere: ‘Decoration unlimited – Dark Ocean’ plunges the visitor into a world full of raw and rugged elements of the ocean, surrounded by a range of Christmas decoration. It is the unusual mix of cosy indoor and cooler outdoor decoration, combined with the fresh, natural materials, that is responsible for the eye-catching impact of this special display in Galleria 1. For more information on the display of 2Dezign, click here.

Where did the floradecora go?
So where will floradecora be this year? Last year, floradecora was right next to the Retail BLVD, but this year, it is in hall 8, where all seasonal decoration suppliers, like Edelman, Kaemingk and Boltze, are exhibiting. "In this hall, one can find vases, candles, wrapping paper and so on. So, there is everything which visitors with the target group flowers are looking for." 

In Hall 8.0, the ‘Christmas & Seasonal Decorations’ product segment is now supplemented by ‘Florists’ Requisites & Garden Decorations’, ‘Ribbons & Wrapping’ and ‘Candles & Fragrances’. The exhibitors include, for example, Kaemingk B.V., Edelman B.V., Boltze Gruppe GmbH, Heembloemex Deco B.V., Sandra Rich GmbH and Eurosand GmbH. New: the Floradecora product segment with fresh flowers and ornamental plants makes the best connections between fresh flowers and seasonal decorations.

This year, there are less floral exhibitors compared to last year, namely four; three from the Netherlands and one from Germany: Barendsen, Heembloemex (Van der Plas), V.O.F. Gerrit Brinkman Bloemen (fir trees) and Baumschule Enger from Germany. According to Uherek, this decline has two reasons. "First of all, by the end of April 2019, Chirstmasworld was already 90% sold out. And as the floral exhibitors all came once again this time last minute, we had to squeeze them in. But all in all, I think we have found a nice spot for them." It might also be a better spot as we have seen that flower producers are not familiar with the decorative retail industry and the way they order, she explains. "Decorative retail has different order scales than florists or garden centers have and mainly place big orders a year in advance - a process many flower producers are not familiar with that as they work more seasonal. On top of that, the exhibitors recognized that the decorative retail really needed to be advised how to bring the flowers into their assortment and most of the floradecora exhibitors were overwhelmed with these kind of questions – and also with the amount of orders of new target groups."

But still Christmasworld sees a great potential and future in linking fresh products with hardware. "It will certainly stay a part of Christmasworld. The plant and flower industry really need new ways and target groups for their products and we have these target groups walking around at the show.

Next year, we probably need to find new ways in educating both groups - flower producers and decorative retail - how to cooperate.

For more information:
Christmasworld
www.christmasworld.messefrankfurt.com


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