Shopper activation research carried out in Germany and France
More effective shopper activations as a result of findings
Research agency Glocalities has carried out research relating to shopper activations on behalf of the Flower Council of Holland in Germany and France. Key questions were where the most important target group - the Aesthetic Explorer get their inspiration from, which shops they prefer to visit, and how they feel about communication on the shop floor, product display, and promotional mechanisms.
Research is carried out regularly in order to make campaigns and shopper activations more effective. This time we examined the behaviour of the German and French target groups in the exploration and purchase phases for flowers and plants. It was focussed on supermarkets, florists, garden centres, and online sales channels.
Lifting the veil
One notable finding of the research is that natural display materials, good lighting, and a creative but orderly display is decisive at the time of purchase. The price was also found not to be all-important. It was found that if a price was too cheap, it could give rise to suspicions about the quality. Consumers prefer to receive an attractive matching product for free when buying flowers or plants. The target group is also very interested in the product's origins. Another research finding is a difference between the perceptions of the French and German consumers. Most notable is that French consumers (34%) are more interested in a savings programme or loyalty scheme as an activation mechanism than German consumers (17%). In Germany they attach more value to an attractive product display than in France. The figures are 71% and 54% respectively.
With the aid of these research findings the Flower Council of Holland is developing new shopper activation plans in consultation with growers and traders. These are not being shaped by gut feeling, but based on facts and figures. These new insights are being used to optimise shopper activations in order to ensure an even better result, and increased sales.
More information
If you are interested in the findings of this research or keen to collaborate on a shopper activation, please contact Ivo van Orden, activation team manager at Flower Council of Holland, at ivanorden@bloemenbureauholland.nl.
