French orchid Shopper Activation at E. Leclerc

An orchid shopper activation took place at 650 stores of the E. Leclerc supermarket chain. Shoppers were tempted by an offer ‘Buy an orchid and receive a free orchid conditioner’ in stores between 2 and 15 December.  

A summary of the activation​

The idea behind this activation was to tempt consumers to buy an orchid. Instead of a discount, shoppers received a gift with their purchase.
In this case it was free orchid food, an ampoule containing a special formulation that encourages, strengthens, extends the flowering period, and ensures that the root system is in good condition. 

An orchid fair
During the promotion period E. Leclerc staged the foire l'orchidée (orchid fair) with a very wide range of orchids available in store. Customers received the free orchid conditioner specifically with Phalaenopsis, Dendrobium and scented orchids.

In-store
The point-of-sale communication in store included a plug-and-play sales display and a plant sleeve which communicates the incentive. This highlighted this promotion in-store, and customers were encouraged to buy orchids at E. Leclerc. Consumers were also shown the orchid range on the Flower Council of Holland’s consumer platform Maplantenmonbonheur.fr in France.    

Collaborating parties​
This shopper activation was a collaboration between the Flower Council of Holland, wholesaler Greenpartners, end-customer E. Leclerc and growers’ association Orchidee Nederland.

More information​
If you would like to find out more about this shopper activation please contact Jacco van der Hoeven, shopper activation marketeer on +31 (0)174 72 70 28 or  j.van.der.hoeven@bloemenbureauholland.nl.