The key sales period for pelargoniums may be in full flow but that doesn’t mean retailers should sit back and relax!
The experts at Pelargonium for Europe (PfE) – Europe’s leading marketing initiative for these classic summer plants – share five top tips on how retailers can still maximise the sales potential of pelargoniums through social media, direct marketing and easy to achieve updates to point of sale instore to drive sales throughout the summer.
- Capture your customers’ attention with social media
As we spend more time at home than normal the internet and, more specifically, social media, has become our shop window. Much of our buying is done via these channels or is at least influenced by the content which fills our timelines. Any retailer who has a strong presence on social media will be able to engage with new and potential customers before they even set foot in the store.
In the case of pelargoniums, PfE has created a wealth of material which retailers are able to optimise via their social media channels. This content not only reduces the time a retailer has to dedicate to social media, but it is designed to inspire consumers, with the aim of encouraging them into store to make purchases of pelargoniums and associated sundries.
Available for direct download from www.pelargonium-trade.com, content for social media use includes stunning aspirational lifestyle imagery where retailers can ‘sell the look’ as well as downloadable social media banners and posts, which have been optimised for use across Instagram, Facebook and Twitter. Retailers need only upload and let the imagery and supporting text do the hard work for them.
PfE’s consumer site www.pelargoniumforeurope.com also lends itself well to providing retailers with inspirational written content, perfect for use on Facebook or their own website. From step-by-step craft projects to an in-depth look at the history and care of pelargoniums, this resource can enable retailers to build a profile as experts in all things pelargoniums, reinvigorating the consumers’ confidence in them.
- Competitions, giveaways and workshops
One of the easiest ways to increase engagement with your customers both online and in store is with competitions and giveaways. Drawing customers’ attention with a competition is a great way of opening up a conversation regarding specific product groups. A simple mechanism for entering will inspire more participants whilst also providing an opportunity to showcase a key fact; a fact that may surprise entrants and therefore help encourage them to make a purchase. In the case of pelargoniums this could relate to their ease of care, resilience or the many different varieties available.
Invite winners into the store to collect or, even better, select a prize for themselves. This could result in more sales being made and a relationship forged with a new, potentially long-term customer.
Workshops are also a great way of inviting customers into the store before the end of the sales season. Consider a summer workshop on ‘the new generation of pelargoniums’ and utilise different colours and types of pelargoniums to create something that defies expectations, or even a craft workshop for wedding flowers or al fresco dining décor. These workshops are reliant on staff availability but can deliver a strong influx of customers wanting to secure plants. Communicate workshops through social media and also with direct marketing to your retail database.
- Make noise in the retail setting
With so much choice available to them, it is sometime hard for consumers to know what to buy. With PfE’s dedicated point of sale tools, including banners, posters, flags and flyers, it makes it easier than ever to direct their attention to this key summer seller. They’re quick and easy to download and print so you can have yours in a matter of days.
The inclusion of dedicated signage promoting pelargoniums also supports the psychology of shopping in that consumers are more likely to engage with a brand that is visible throughout the store. The investment in merchandising support and prominent positioning throughout the shop floor or plant area, promotes a brand or product that can be trusted and is confident that it will deliver on what it promises.
- What am I buying?
Many consumers like to know what they are buying before committing to a purchase. In the case of pelargoniums this might relate to the ultimate size of the plant, quick information on care and watering, and flowering time. Whilst much of this information will be present on the plant label, retailers can help increase impulse sales by making this basic information even clearer so that the customer attention is drawn from across the shop floor. A chalk board, for example, is a quick, simple and cheap way to communicate these key details, whilst providing consumers with the confidence to purchase.
- Keep displays fresh
The display you set up at the start of the season does not need to be the one that you finish the season with. As pelargoniums have such a vast array of colours and types - such as zonal, ivy leaved, regal, scented leaf and angel - keep your display fresh by mixing up colours and cross merchandising pelargoniums alongside planters, complementary plants and even gardening gloves to increase the average basket spend. In doing so, retailers can entice customers who might not have previously noticed the pelargonium stock, whilst also encouraging repeat sales amongst existing customers. If you do refresh your displays don’t forget to add a photo to social media to entice customers to come and see for themselves!
For more information and images of geraniums visit: www.pelargoniumforeurope.com
Pelargonium for Europe
Pelargonium for Europe is the marketing initiative of European geranium breeders Dümmen Orange, Elsner PAC, Florensis / P. van der Haak Handelskwekerij, Geranien Endisch, Selecta One and Syngenta Flowers. The initiative was founded in 2016 with the aim of promoting and securing long-term geranium sales in Europe. Its activities began in 2017 and in Germany, Austria, France, Italy, the Netherlands and Poland, activities are supported by the EU as part of the “Europe in Bloom” campaign.
