Shopper activations in 2021

What it could mean for your business 

We look back at our 2021 Shopper Activations and achievements.  Attractive added value offers to tempt consumers to buy plants and flowers. 

21 shopper activations

The 21 activations that were carried out were all linked to our campaigns and content activities, like From Grey to Green, We Need More Flowers, and Thanks Plants. The promotions were developed in partnership with twelve growers (or grower’s collectives) and eight wholesalers. These promotions could be found online and on the shelves of eleven retail partners. Some partners were so enthusiastic that they carried out multiple activations in 2021. In addition to retailers, we also worked with nine other brands, Pokon, elho, and financial service provider Klarna.

9 case studies
The shopper activations often operate outside of our core markets. We have listed a selection from our 2021 activations below, including both local and international: 

• Aliat Group: We encouraged Spanish consumers to buy orchids at 40 garden centres affiliated at Aliat in Spain.  Receive a free plant pot with the purchase of an orchid.  
• Jumbo: Customers at nearly 600 Jumbo stores received a free pair of gardening gloves from Talen Tools with the purchase of a four-pack of bedding plants.  
• Fleurop: With the purchase of a Roselily bouquet at Fleurop in June, you had the chance to win a bouquet to gift to a loved one. 
• REWE:  An ampoule of plant food was the gift with the purchase of an orchid at the German supermarket chain REWE. This enabled customers to enjoy their plant for even longer. 
• GroenRijk:  Shoppers at all GroenRijk stores received a free watering can in September with a € 20 spend on outdoor plants.  
• FloriWorld:  With the purchase of a bouquet at participating florists, you received a 20% discount on an entry ticket to FloriWorld. Customers also had the chance of winning one of ten VIP packages for two people. 
• Grandparent’s Day:  In Bavaria we encouraged shoppers to buy the special Con Amore rose at participating florists to express their love for their grandparents.  
• BlumenRisse:  Specially created Autumn bouquets and the ‘Bouquet of the Week’ showed German consumers the versatility of Autumn flowers. 
• Bakker.com:  Shoppers in Germany, France, the Netherlands and the United Kingdom received a free elho pot with the purchase of an anthurium or bromeliad. 

What shopper activation delivers 
All the partners working on a shopper activation, including the Flower Council of Holland, invest in the promotion, so it’s all about co-creation. The sum total of this often translates into increased sales, reduced waste, and improved product displays on the shop floor. Naturally we measure the results. In 2021 the results of most shopper activations exceeded expectations. Read more about the concrete results on our Shopper Activation page.

Interest or partnership opportunities
We would like to involve to more growers, wholesalers, retailers and other interested parties to benefit from our shopper activations. Or if you would prefer more information, contact Activation Manager, Ivo van Orden on  ivanorden@bloemenbureauholland.nl or +31(0)651 10 70 12.

                  
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