What the programme involves
The Consumer programme seeks to boost (European) consumer demand for plants and flowers by 20%.
It does so by (among others things) connecting to three international themes:
- Health (a healthy working and living environment)
The result is a greater number of consumers that buy a greater number of plants and flowers.
Knowledge, marketing & innovation
Since years, consumer expenditure has been showing a downward trend. The number of buyers is decreasing and plants and flowers are losing the battle for the consumer's purse, having dropped out of the top 3 of gift purchases. It is high time to turn the trend around. To do so, it is imperative to gain a better understanding of the consumer and his/her behaviour. Why does the consumer behave the way he/she does? What drives him or her?
Through research, collecting data and building knowledge, we learn to understand the consumer. And by applying an effective sector-wide consumer marketing strategy and innovative solutions, we can influence and tempt him and her in an effective manner.
Dot on the horizon
All this is part of the Consumer programme that is currently under development: the dot on the horizon that gives direction to these efforts and that will determine the decisions we take in the coming years, both regarding our choice of countries, segments and channels, and with regard to chain collaboration. The focus is on creating sustainable customer value for the entire floriculture sector and for our members in particular.