Retailers need to get more emotional when it comes to flowers, Dutch experts said.
Felix Schrandt, general director of the Flower Council of Holland, said the UK retailers generally focus on price to sell flowers, and is urging them to broaden their sales techniques.
“Flowers are a very emotional product, but they are all sold on price,” he said. Rather than just offering a bunch of flowers at £2.99, the retailers needed to engage with consumers on an emotional level partly by improving the presentation of their offering.
“Flowers are an impulse purchase and need to be presented in the right way. There’s still a lot of work to be done on the category.”
The UK market is one of the most developed and professional in Europe, said Schrandt, but consumption was still low. “It’s behind other countries so there’s considerable potential in the UK for that to grow. We’re expecting to see considerable growth over the next ten years.
“If consumer buy more flowers, then everyone will win.”
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