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| Positive plant experiences in Plantorama | |
New collaboration between the Danish Plantorama garden centre chain and Bøg Madsen is to improve consumers’ experiences with plants in the form of one-stop shopping of ready made solutions The planting season is just round the corner, plants and flowers are ready to be sold in shops, and consumers are waiting impatiently for the night frost to loosen its grip.And this year offers an even better opportunity to get a flying startsince it will soon be possible for consumers all over Denmark to buy their plants at once from one of Plantorama's seven shops.
- Today, consumers have very clear ideas of what they want but less time to shop around to find the individual products.It must be a simple process that inspires, trains and gives the consumers a chance of personalising their products,
says Morten Kappel, purchasing manager of the entire chain, and continues,
- by offering ready made plant solutions, recipes and application proposals, we have done all the preliminary work and thus minimised the risk of failure because we constantly focus on the overall goal of providing successful experiences for the consumers.
Added value for the consumer
Added value for the consumers and improved synergy in the value chain are thus the strategic considerations on which the collaboration is based. The collaboration is the result of the test exhibition held in the shop in Odense in the autumn of 2009.
- We regard the autumn as a sort of a trial balloon.Bøg Madsen’s strengths are the company’s attachment to the production stage, its dialogue with nurseries as well as the entire planning phase whereas our strengths are in execution.While the plants are the basic service so to speak, we provide the stage for them and the experience of them,
says Morten Kappel.
HOUSE OF FLORA® The ready for sale concepts developed by Bøg Madsen will be branded under the name HOUSE OF FLORA® covering five different themes each of which relates to a specific use situation.The different themes will be presented in Plantorama’s shops as a sort of a shop-in-shop event with the current season and the associated products as the fulcrum. For further information, please contact: Hans Schultz, CEO, Bøg Madsen a/s, tel.+45 63170847, e-mail:hs@bogmadsen.dk, or visit www.houseofflora.eu |
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