‘If we want to expand the global market for cut flowers, we’ve got to think ‘out of the vase’. That’s the thought behind Aviv Flowers’ book of 22 ideas to increase demand for flowers. The book was presented at the FloraHolland Trade Fair last week. ‘We want to make people think, across the entire chain.’
By Joef Sleegers
We’ve been thinking about the biggest question for six years, said Assaf Veksler: “How can we expand the global market for cut flowers? Not with the aim to increase competition among each other, but with the idea of expanding the market as a whole.” Veksler is manager of Aviv Netherlands, a subsidiary of Aviv Flowers, an Israeli cooperative that represents the interests of 150 cut flower growers.
The trading company confirmed some earlier findings of market research conducted by the Product Board for Horticulture: the older generations are still buying plenty of flowers, but the younger generations aren’t. Veksler concluded that “Young people seem to be less sensitive to emotions associated with flowers. The question is: how can we change it?”
In order to find the answer to that question, the company spoke with many different parties in the chain, including growers and customers. They distilled all the information they’d gathered into 22 ideas for innovation and put them together in a book, which was presented at the FloraHolland Trade Fair. “The idea behind the book, is to make everyone think. If we want to expand the market, we’ve got to literally think ‘out of the vase’.”
Most of the ideas focus on the combination of young culture and impulse purchases. “We really need to think beyond the old ways. We’d like to call upon everyone in the chain to think of ideas and share them.” Below follows a selection of seven of their ideas:
1 Happy New Year design kit
In the run-up to the holidays, furniture shops sell a ‘design kit’ to help people decorate their dining room in a festive style. Florists can work together with the furniture shops by selling matching flowers.
2 Flowers to Go
Encourage shoppers to buy flowers while they’re taking a break at a coffee bar. Tiny bouquets could be displayed at the checkout. The perfect birthday surprise for a colleague!
3 Chocolate and flowers
From either…or to both…and. Combine a box of chocolate with flowers for an ultra luxury gift.
4 Ease the pain of a parking ticket
Having to pay for a parking ticket is no fun. A small gift might ease the pain a little, is the thought behind this.
5 Pop-up flower shop
A pop-up flower shop, for example in a clothes or furniture shop, is an unexpected combination, which will make customers curious. The best time for this would be before Christmas or during a holiday period.
6 Use flowers to hide a gift
For example for a marriage proposal: hide the ring in one of the larger flowers in a bouquet. The same idea can be used for other gifts, like a watch or other pieces of jewellery.
7 Flower drive-through
Try selling flowers at drive-through locations, like fast
