With the introduction of 'Groene Dag' (Green Day) the retail channel in the Netherlands gets a new brand in the ornamental plant sector. For many supermarkets, this should put an end to the time when flowers and plants were sold unbranded. A recognizable brand on the shelf can contribute to a substantial boost in ornamental plant sales in the retail channel, argues initiator Niftrik Flowers and Plants. 'Groene Dag' will be available from September 12 in dozens of supermarkets in Albert Heijn, Jumbo, Coop, and Plus throughout the Netherlands.
Niftrik Flowers and Plants is one of the biggest suppliers of flowers and plants to the retail sector. The company operates as a service merchandiser for mult-ifranchisers with ten or more branches. Niftrik Flowers and Plants is responsible for the presentation in the shop, the assortment policy, and the delivery three to five times a week in dozens of supermarkets in the Netherlands.
Retailers are not yet getting the most out of the square meters of the ornamental plant shelf, observes quality manager Marcel Schamp of Niftrik Flowers and Plants. Flowers and plants have become a serious fresh produce group in the supermarket in recent years. But in many branches, sales are still too dependent on a shop manager or employee who enthusiastically gets down to business.
Start with twenty products
The introduction of a brand name and a uniform appearance should boost sales. Two years ago, brand developer Menno van Es of The Green Brand Factory successfully launched a variant in Germany: Grünen Tag. Under the banner of 'Groene Dag', Niftrik Bloemen en Planten will start with a range of about twenty houseplants and garden plants. These are offered for a fixed price all year round.
Marcel Schamp: 'We are starting with the products with the highest turnover rate in the retail channel. Seasonal products also fit into the assortment. In the short term, the range will be expanded further, and we are also looking at selling flowers under the 'Groene Dag' brand." The company uses a network of its own growers spread across the country.
Data-driven assortment policy
Previous small-scale attempts to sell flowers and plants under a brand name at retail failed. Because Niftrik Flowers and Plants has years of experience in the channel, the company expects 'Groene Dag' to gain a foothold quickly. Its own displays with 'Groene Dag' branding should increase the recognizability of the brand on the shop floor. The supplier will also soon be using data to adjust the assortment per store.
With its own Full Merchandise Concept, the company is able to minimize the waste in the shops. This can be reduced even further: Niftrik Flowers and Plants is also investing in efficient instruction and training of shop personnel responsible for the ornamental plant shelf. The first ornamental plant products with the 'Groene Dag' brand name will be available in dozens of supermarkets from 12 September.