Inside Scoop: U.S. Retailers and the Supplier Selection Process - Elena Ozeritskaya Fresh Insight June 8, 2017
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Inside Scoop: U.S. Retailers and the Supplier Selection Process Elena Ozeritskaya Fresh Insight June 8, 2017
Introduction on generations: Babyboomers
(1945-1960)
“Positive
Communication
generation”
media:
Signature face-to-face or
Cold war product: telephone
Woodstock
Family oriented Television
Traditional roles
Babyboomers & Flowers
“Reliable &
passionate
High appreciation supplier”
for flowers Looking for a
Visit florists for
good balance in
Knowledgeable gifts,
quality and price
supermarkets
Traditional tasteful for themselves
gifts (mixed
flowers)
Introduction on generations: Generation X
(1961-1980)
“Sceptical
generation”
Communication
media: email
Signature and text
product: message
Fall of Berlin Wall
Reject rules Personal
Men & Women computer
work
Divorce rate rises
Generation X & Flowers
“Convenience,
aesthetics and
expert
knowledge @
supplier”
Visit florists,
Strongly connect Anniversaries
nurseries and
with the sensory and just
garden centers
aspects of because
flowers gifting
Look for delivery
options
Introduction on generations: Millennials / Gen Y
(1981-1995)
“Realistic &
Adventurous
Communication generation”
media:
Signature text or social
product: media
9/11 terrorists Tablet &
Social media smartphone
Reality TV
Google earth
Millennials are key for your marketing & innovation strategies
“The most
tech-savvy, in-
88% control and
diverse
41% interested
in trying
generation”
34% are ethnic
or racial
new food
global minority
population
in 2020
Generation Y & Flowers
Expect to have an Farmer’s markets
Buy flowers & convenience
availability of unusual,
for home
“Inspiring,
exotic, hard to find stores
decoration and tech savvy
flowers
to make Appreciate local local &
themselves original supplier”
Looking for products
feel better Buy on impulse
that fit their identity -
personalized
51% intend to Will pay extra for
buy products that
Information hungry -
houseplants make their lives
Social media for
reviews and tips better
As a supplier think about “Less needs to be more” - the rise of small container gardening & creative plant interiors @ Retail
The Rise of Local Farmer’s Markets
“Combination of inspiring,
local, authentic, original and
personalized”
“How to create such an
experience at retail?”Disrupters such as Bloomon
Disrupters as Bloomon
What millenials want: On YouTube with vlogs & marketing via bloggers
Retailers and supliers in partnership, create new floral concepts:
IKEA example - floral as part of the house interior@ Retail : ask questions, look at their home interior,
explore their personality and come up with
customized offerings –
“Suppliers - be a consultant instead of a salesman”
“Nobody wants to buy
something, but everyone
wants to be served”
A lot of “latent” needs
regarding flowers at
consumer levelPanel Discussion Liane Mast, Marketing/Floral Director, Stater Bros. Courtney Young, Floral Category Manager, Sprouts Debbie Zoellick, Senior Sourcing Manager – Global Floral, Wal-Mart Stores, Inc.
Table Discussion
Conclusions
How to attract Millenials and boost floral consumption?
Reduce inconvenience:
As a supplier you must continue to find
innovative ways to help retailers boost
convenience, looking at the inconvenience of
effort, place, assortment, knowledge and price
Examples:
• Online - Subscription flowers like
Bloomon
• Info/coaching
• Farmers market floral experienceAs a supplier, combine technology with authenticity
How to attract Millennials and boost floral consumption? Suppliers together with retailers should create new adventurous flower experiences, get out of the traditional “flower moments.” Think of flowers for certain moods, seasons, wellness, lifestyle etc.
Surprise consumers - Pop-up flower labs @ retail
Make flowers the eye catchers @ retail Make the experience fun, memorable & meaningful!
Telephone: +31612496084
Email: elena.ozeritskaya@fresh-insight.eu
Website: www.fresh-insight.eu
Twitter: E_Ozeritskaya
Visit: Richard Holstraat 73
3131 EN Vlaardingen
The NetherlandsSources https://endowment.org/GenerationsStudy/ www.bloomon.co.uk www.ikea.com www.thefoodassembly.com
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