Bunnik Creations has started a special project. This spring, they started to collect data at shop and chain level regarding pot and plant sales in 50 different states in the United States. The results are visualized on a dashboard and can be shared with clients, with the aim of making the collaboration between both parties even more successful.
Dirk Beijer at Cultivate'23 in Columbus, Ohio (US)
Dirk Beijer leads the project on behalf of Bunnik Creations from the Netherlands but is often in the US for this project. In 50 different states, so-called Mistery Shoppers collect data from 24 different retail chains. All plants and plant-pot combinations are mapped by the mystery shoppers so that it is known who the supplier is, what the product specifications are, and what it costs. Then, all collected data is structured and presented in the dashboards mentioned before, so you don't have to be a data scientist to take your business to the next level based on data.
Advice based on facts
The potential benefits are obvious, he continues. "Through this data, Bunnik Creations knows better what the client is doing and can advise him based on facts. In theory, you can be one step ahead of the competition, make decisions easier and faster, and respond to trends faster. It also provides tools for the marketing department, and finally, you get to know the market, customers, and prospects better yourself."
For plant growers, this data is also interesting as it shows where which plant types are popular and where their plants are sold- not just the country, but also the shop, and how they look and at what price. "It can help them to set prices, start possible collaborations, professionalize their own marketing, or, for instance, make them decide to focus more or differently on innovation and product development."
Overview with two clicks
To call the project a success right now is simply too early, according to Dirk, but the first reactions are positive. "The data is clearly presented, and with just two clicks, it is already clear what exactly (down to shop level, pot size, price, color, materials used, etc.) is popular in which US state. Moreover, photo material is continuously uploaded so customers can see how their product is presented and cared for. Finally, all collected data is also reviewed and corrected where necessary by the Quality Control department, which makes the data even more reliable."
Going forward, Bunnik Creations hopes to roll out this project in Canada, the UK, and Europe-wide as well. There are also several other options to be added, such as collecting and analyzing data on stock management turnover rate and comparing their own data with that of the shops, from which a lot of useful data can then be extracted.
Factory in America
Bunnik Creations primarily supplies ceramics but also basketry, wood, and zinc, as well as items such as cuttings, displays, and even carts and trays to customers/colleague growers around the world. Apart from its own factory and office in China and a warehouse and office in the US, the company does business with partners around the world. Before the end of next year, they are planning to open a factory in the US.