Market developments and strategy
Congress Chairman Bram Rijkers (VBW) outlined the challenges in the industry: a growing share of online spending, more critical consumers, and increasing competition. “What can we do to improve returns?”
Daniël Pinkse (Royal FloraHolland) advised florists to create an annual plan and use digital POS systems. "A smart POS system provides insight into turnover and product yield. The added value of a florist lies not only in customization, but also in efficient sales strategies."
Francesco de Haan (Flow Accountants) emphasized the importance of working efficiently and responding to customer needs such as sustainability and convenience. “Price increases scare consumers. Focus on distinctive ready-made bouquets and service to retain customers.”
Albert Haveman presented the Floral Profit tool, which enables florists to maintain control over margins and pricing. According to him, actively managing margins leads to a significant increase in profits.
Practical insights from the field
Florist Tessa Blanken (Bloom beej Tess) shared her strategy for differentiating herself through packaging and in-store experience. "Our prices can't compete with the supermarket, but customers choose us for the quality and appearance."
Chris Martens (Smithers-Oasis) introduced the new OASIS® Renewal™ Floral Foam, a completely plant-based floral foam. This product aligns with the company's sustainability ambitions.
Final message: customer experience as a growth engine
Chantal Riedeman closed the day with an interactive session on customer experience and sales. "Good service and experience lead to 28 percent more turnover. The key to success: making eye contact, reducing choice stress and making the purchasing process enjoyable."
The congress and workshops were organized by Plantion, VBW, Smithers-Oasis and Groothandelscentrum Plantion.
