Consumer target group

Targeted and relevant communications

To ensure that flowers and plants remain at the top of consumers’ gift and shopping lists, we develop effective marketing campaigns starring flowers and plants. In-depth market research helps us to reach and impact consumers. For example, we do this with consumer brands funnyhowflowersdothat.co.uk and thejoyofplants.co.uk in the United Kingdom, and with adapted (translated) versions in The Netherlands, France, and Germany.

Knowledge is power
We define target groups using segmentation research. These studies offer insights into consumer values, i.e. what is important in their lives, and how they perceive flowers and plants. This allows us to very specifically identify how consumers experience flowers and plants and what influences their buying behaviour. The research firm Glocalities conducted a segmentation study on behalf of Royal FloraHolland, the VGB and the Flower Council of Holland. In combination with additional studies, it is possible to gain a clear insight into the consumer target groups, so that we can reach them with highly-targeted and relevant communications.

Want to learn more about the consumer communications target group or the consumer studies? Send an email to mkemperman@bloemenbureauholland.nl.