Successful entrepreneurial conference at Plantion: 'Improve your earning model'

Market Developments and Strategy
Congress Chairman Bram Rijkers (VBW) outlined the challenges in the industry: a growing share of online spending, more discerning consumers and increasing competition. "What can we do to improve returns?"

Daniël Pinkse (Royal FloraHolland) advised florists to make an annual plan and use digital POS systems. "A smart cash register provides insight into sales and product returns. The added value of a florist is not only in customization, but also in efficient sales strategies."

Francesco de Haan (Flow Accountants) stressed the importance of working efficiently and responding to customer needs such as sustainability and convenience. "Price increases deter consumers. Focus on distinctive ready-made bouquets and service to retain the customer."

Albert Haveman presented the Floral Profit tool, which helps florists keep a grip on margins and pricing. According to him, actively managing margins leads to a significant increase in profits.

Practical insights from practice
Florist Tessa Blanken (Bloom beej Tess) shared her strategy to differentiate herself with packaging and store experience. "Our prices cannot compete with the supermarket, but customers choose us for the quality and appearance."

Chris Martens (Smithers-Oasis) introduced the new OASIS® Renewal™ Floral Foam, an all-vegetable floral foam. This product aligns with the company's sustainability ambitions.

Final message: customer experience as 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 sales. The key to success: making eye contact, reducing choice stress and making the buying process enjoyable."

The conference and workshops were organized by Plantion, VBW, Smithers-Oasis and Groothandelscentrum Plantion.