Fleuroselect Declares 2015 as Year of the Sunflower

The international organization for the ornamental plants industry, Fleuroselect, is calling 2015 the “year of the sunflower”.

This marketing campaign is geared towards home gardeners and is supposed to promote the use of sun flowers in private gardens. Fleuroselect is hoping to increase the sales of seeds and plants for producers, suppliers and retailers. The sunflower campaign will be promoted in all major European countries during the main selling period in 2015.

Campaign supporters have the possibility to use a range of marketing materials: A “Year of the sunflower” logo, available in English, German, Dutch, French, Italian and Spanish can be used as stickers for seed packaging or plant labels. Fleuroselect also provides a library with sunflower images, an instructional “how to” video for planting sunflowers, website banners, press releases and a range of point of sale materials for retailers.

Further information: fleuroselect.com

Digitalization of the POS: Varying Consumer Acceptance in Europe

The digitalization of the trading environment has a growing influence on the Point of Sale. Because of new technologies, retailers are now able to provide services that can theoretically offer additional benefits to the customer and the vendor alike.

For two years now, the large German drugstore chain dm offers an electronic receipt (E-Bon) to its customers. Customers with a payback card can sign-up for the E-Bon service and will receive their receipts via email after paying at the register. But according to the German newspaper Süddeutsche Zeitung, as of September 2014 only 11.000 customers took advantage of this system. The opinion research center IFH Köln surveyed several European countries and asked how people view new technologies at the POS. The results between the countries varied significantly.

People from the Netherlands rated the E-Bon as quite useful: They gave it an average of 6.8 out of 10 points. Customers from Spain (6.2) and Great Britain (5.7) gave similar results. The German customers however, don’t seem to see the advantages of this system (yet). They gave it 3.8 points on average.

A different system, the personalized receipt, which shows discounts and coupons based on the customers’ individual shopping behavior, has been reviewed more positively by the Germans: It got 5.7 points on average. A possible reason might be that the benefits of discounts and coupons are easier to spot. But the survey also showed that Spaniards (8.1), Brits (6.5) and Dutch (6.0) rated these benefits higher than the Germans.

Bettina Seul, division manager from the IFH Köln, explains the results like this: “German consumers are no innovation drivers; when it comes to technological developments at the POS they are skeptics. Technologies that need explanation, like the E-Bon, are not rated well yet. This means for the retailers, that the positive values have to be explained clearer to the customers. Testing out something new without seeing the direct advantages doesn’t seem to work for German customers.

Further information: ifhkoeln.de

DIY Market in the EU: Size of the Market Declines 2013 by 1.2 Percent

Recent calculations of the IFH Cologne show that the DIY-market has again taken a slight decline in sales in the year 2013. The size of the market sank to 673 billion Euro. Only four merchandise groups were able to increase their sales.

Screws, flowers, bricks, lake pumps, wallpapers: Although the DIY market in Europe had trouble developing in the past years, the 27 member states of the European Union turned over 673 billion Euro with DIY merchandise altogether in 2013. Following a stable phase of growth, the industry had to take a setback due to the financial crisis in 2008/2009. In 2012 the sales declined again slightly and this negative trend continued in 2013 when the volume of sales dropped another 1.2 percent. The industry expert Christian Lerch from the IFH explains the negative trend: “The reasons for this development are the difficult weather of the past few years and the declining building sector in many European countries.”

With combined sales of 140 billion Euro in the DIY-product ranges – home building, construction materials and gardening – Germany is the most important single market in Europe: Over 21 percent of consumer expenditures in DIY were made in the most populous country of the EU.

Looking at the core product ranges in DIY, it becomes clear that there is almost no branch spared by the sales drop. With minus 1.8 percent the gardening branch – especially garden furniture and garden tools – took the biggest losses. The two other product branches, home building and construction materials had losses of 1.3 and 1 percent. Only four merchandise groups were able to increase their sales, the leading group was heating/air-conditioning.

Further Information: www.ifhkoeln.de

3 Questions to: Bettina Ulrich (brainLight)

Walking around the spoga+gafa can be quite exhausting. So many things to see and so little time. One way to relax your feet on the trade fair grounds is to have a seat at one of the snack stops and cafés, but if you wanted a real relaxing experience, the brainLight stand offered something very special. Bettina Ulrich, brainLight’s head of sales, introduced visitors to some impressive massage chairs and answered some questions for us.

What is the latest model in your range of massage chairs and what are its functions?
Ulrich:
The current state of the art in massage chair technology is the brainLight relaxTower with Shiatsu Massage chair 3D FLOAT PLUS. Unlike other massage chairs this one not only works out your back but your hands, feet and legs are involved as well. It has 10 fully automated massage programs and 3 half-automated programs. It comes with special visualization glasses that send out soothing light pulses and together with guided relaxations over the headphones it turns into a full experience for body and mind.

Who are the target audiences for your massage chairs?
Ulrich:
The Shiatsu massage chair and the relaxTower are mainly geared towards commercial use. They can be used in hotels, shopping centres, spa-areas, gyms, everywhere, where people can use some quick relaxation. Coin slots are optional in our systems. Of course relaxation at the workplace is a growing topic nowadays, so businesses are also ordering our chairs for their relaxation rooms.

What can you tell me about your company, brainLight?
Ulrich:
Our company is in business for 26 successful years now. We not only produce relaxation systems, we also give seminars and information events about relaxation. Our philosophy is it to increase global consciousness, understanding, love and compassion.

Further Information: brainlight.com

A spoga+gafa Event for the Public: TAG DES GARTENS – Garden Day 2015

The planning phase for the “Garden Day – the garden exhibition for all”, TAG DES GARTENS, has begun. From August 29th to 30th 2015, the weekend before the spoga+gafa, the end user format is scheduled to take place in hall 8 of Koelnmesse, in the outdoor area and in the adjacent Rheinpark. The first renowned companies have already confirmed their participation in the “Garden Day”.

According to the status in September 2014, garden enthusiasts from Cologne and the surrounding region can look forward to exciting campaigns, novelties and tips from Barbecook, Compo, Honda, Husqvarna, Idealspaten, Lechuza, Lubera, Neudorff, Royalbeach, Sabo, Scotts and Weber Stephen. The “garden exhibition for all” is going to cover the garden in all its facets. Those companies that have already confirmed their participation include suppliers from the Grill & BBQ, plant and soils, garden and motorized tools, decoration, sport and leisure-time sectors.

With diversified events, exciting campaigns and exhibitor novelties, the TAG DES GARTENS addresses hobby gardeners, fresh-air and garden enthusiasts as well as families.

The end user format for garden living is organised in cooperation with the German Garden Industry Association (IVG). The spoga+gafa itself remains an event purely for trade visitors.

 

Further information: tagdesgartens-koeln.com and spogagafa.com