With the "Flowers and Plants" project, Anna Genser, Project Manager at REWE National, did everything she could to realise the potential that lies dormant in this product group. Here she explains how she succeeded. Our plant expert Dieter Frings, Category Management Consultant Plants at toom, gives practical tips on how to keep cut flowers and potted plants fresh and healthy at home for a long time.
The corona period has shown it: A supermarket can earn money with flowers and plants - if the offer is right. REWE launched the "Grow - Best Supermarket for Flowers and Plants" project in 2021 in order to build on the successful sales development of the pandemic and to counter the strong sales concepts of the third-party suppliers with a good in-house concept. It was finalised at the end of last year.
"Third-party suppliers offer attractive product ranges and good service. They store the goods and take back returns free of charge. Markets save on labour costs and markdowns. What many people forget: We have no influence on the quality and price of drop-ship suppliers. And even the service costs, the margin is usually much lower," explains Anna Genser. She adds: "And if there are tulips in the entrance area for 4.99 euros that would only cost 2.99 euros with us, then the customer won't even come into the store. We also realised that our process, for example when ordering, is very complex. At the same time, we lacked a sales department placement concept.
We quickly realised that we had to be better than the third-party suppliers to make it attractive for retailers to offer flowers and plants from the REWE range," says Genser.
"We have the advantage that our flowers and plants are very fresh, as we deliver directly without any middlemen. Regional goods can be added depending on the season," says Genser. A central component of the concept is the presentation of cut flowers. New furniture, vases and adapted price labelling have created a more appealing image for customers. "We used existing merchandise and primarily optimised the placement in the store." It is important to keep the target groups in mind: "Women prefer to buy bundles, men prefer to buy ready-made bouquets. In the past, there was often only one or the other and not all customers were addressed. That's why it's important to offer ready-tied bouquets in addition to bundles. The permanent availability of the €7.50 and €10 bouquets alone often leads to a significant increase in sales because customers reach for the more expensive ready-made bouquets instead of the €2.99 tulips. Revenue increases, even if the quantity sold remains the same. Although the goal of doubling sales was ambitious, this was almost achieved in the cut flower segment thanks to these measures," says Genser happily.
The order lists, the order suggestions and the layouts, which are expected to be available from May, are a good solution for implementing the concept in the store and taking the pressure off colleagues. "To make things even easier in the future, we will be testing an automatic replenishment system from May. In this way, we are focusing on digitalisation and counteracting the shortage of skilled workers. If it works, we'll be taking another big step forward," announces Genser.
Cut flowers and potted plants are decorative highlights and create a cosy atmosphere in the home. The right care is crucial for long-lasting beauty and vitality. Our plant expert Dieter Frings, Category Management Consultant Plants at toom, gives practical tips on how to keep cut flowers and potted plants fresh and healthy for a long time.
Fresh water - the elixir of life for your plants: To keep your cut flowers fresh for a long time, you should generally change the water every two days, at the latest when the water becomes cloudy. For particularly long-lasting freshness, we recommend re-cutting the stems every time you change the water. For potted plants, it's better to keep them too dry than too wet! Also make sure that the flowers and leaves do not get wet.
Perfect light & temperature:
Avoid locations with direct sunlight and hot air, especially for cut flowers. In addition, fresh fruit ensures that flowers bloom more quickly - if you want to prevent this, you should not place your flowers near your fruit basket.
Home remedy hacks:
Home remedies can have a sterilising effect and thus kill bacteria and algae in the water. You can put a copper penny in the water or dissolve sugar in it. With soluble home remedies, make sure that they dissolve completely in the water before you put your flowers in. In general, however, no home remedy is as effective as fresh water.
Happy potted plants with the golden three:
Water, fertilise, repot! Small plants should be repotted every 1-2 years, large ones every 3-4 years. The new pot should be a thumb's width wider than the old one. Regular fertilisation also gives your plant a vitamin boost!
Did you know?
During the heating period, you should occasionally spray your green plants with warm water to remove dust, among other things. This will keep your plants healthy and fresh for longer. Always remember: plants are more than just decoration - give them your attention and they will last you a long time.
For more information and further tips and tricks for your plants
take a look at the toom plant tips!
