" The consumer wants timber , so longevity . However , this locomote counterintuitive to some consumer trends : they need flowers like peony , dahlias , zinnias , which are all not that long lasting flowers . That ’s where chrysanthemums come in . Breeders have done so many awful things with the shape , the facial expression , the petals , all those things to mimic that look and still give the customers longevity . So , Chrysanthemum Week is becoming more and more important to us because of the ability to alter that crop to look like the things our client want and still go on deliver all of that longevity " , says one of the US retail merchant during the Chrysanthemum Week webinar that was held last Wednesday . But more was discussed during the webinar , like the Colombian flower market , the changes in consumer priorities and of course the experience of 5 other retailers .
Last day of Chrysanthemum WeekToday is the last daytime of the Chrysanthemum Week and Asocolflore ’s President Agusto Solano recognizes , congratulates and thanks the nine breeding companies for their sweat to make this upshot possible . " Every yr , I think this is going to be the meeting point for those who need to see the best showcase of chrysanthemums . Innovation of these company and the breeder is the energy of the flower industriousness . "
Colombia ’s floral industryVice President Export at Pro Colombia Juliana Villegas secern more about the importance of Chrysanthemum Week and flowers in ecumenical , to Colombia and the man . " Chrysanthemum Week has become a key action since 2015 and has gained more strength in the last years . Floral is bouncing back and the perspectives begin to look positive for the descend months . This is one of the sectors that we ’ve prioritize in our Economic Reactivation design between now and 2022 . Flowers , foliage and life industrial plant sector typify 10 percent of Colombia ’s non - mining muscularity exportation . Fresh efflorescence exports reached 769 million clam as of June 2020 reach more than a hundred markets worldwide , among those , USA , Japan , UK , Holland and Canada . A great percentage of the lading ship is zephyr but the growth of maritime shipping for varieties such as chrysanthemums has take into account us to pose ourselves with price and quality in market such as Australia and Chile . Events like this in which we have the chance to partake in our knowledge , our potential , large buyers in the American mart they appropriate us to learn more every twenty-four hour period about the indigence of the market and consumers and be more ready for the challenges that this normal implies "
To continue consolidate these sales design that she ’s mentioned , she invites stock breeder and exporters to extend working together with Pro Colombia . " In this way , we can permit the Earth be intimate that Colombian flower are of gamy tone and of great variety . "
modification in today ’s consumer prioritiesPMA ’s Director of Floral Becky Roberts discussed the change in today ’s consumer precedency . She observe the following four change ;
Limited touch pointsAt PMA , they are seeing how consumers are agitate how they are purchase items . " They are now look to explore options where they do not needs have to do everything physically . So we are seeing them increase their online purchase . And of path , they are using multiple devices and many different way to buy their items . "
She stresses that the large affair to remember is , it is about the experience . " So , today ’s consumer want you to deliver a everlasting experience whether that ’s in the computer storage or online . When thinking about that experience , today ’s consumers are bear us to deliver , convenience , multiple price points , high-pitched character , religious service and motley . "
On top of the experience , the industry needs to remember that floral is an impulse bargain , she explains . " We have to do is make trusted that we capture today ’s consumer attention . to do this , we require to verify that we have that array of product and how we showcase or trade it and whether that is in store or online . "
" Today ’s consumers are look for the power to pasture and sample , through multiple line , they need straightaway fulfilment and all with circumscribed touch point . The snap - and - go items are really being successful . We want to question , how are we addressing this need for limited touch and it involve to be address whether it is in computer memory or online . "
wellness precautionsThe second change she mentions is that today ’s consumers have more focus on wellness . " It is all about trying to be very tidy , limiting their risk about contacting the disease , but they really want to be very aware and thoughtful about their health in general . We recognise from China and Sars , when coming out of it , we see that consumers still did have a very much high profile around their health and hygiene . We ’re seeing some of that in the States . In 2019 , we see about 47 percentage of consumer buying packaged green groceries . Once Covid-19 hit , it rose up to 51 per centum . "
Also in this change , flowers and plants are play a major role . " We know that research has proven that flowers and plants can help consumer with their health concerns . We cognise studies have register how flowers can help to be a stress reliever , improve mood , aid relaxation , increase energy and avail oxygenate breeze . It is of import to consider how to communicate this to the consumers . "
Homebody EconomyPeople spending much more time from home and given travel restrictions and work out from home , all of a sudden , the home becomes a much more focus for them . In turn , this also has a positive effect on the flowered and cosmetic sale . " We know rest home decorating and horticulture leave our industry opportunity to mature . In family retail section , home interior decoration and indoor gardening is one of the fast farm segments for them . Today ’s consumer are tie in more and more with flowers and flora for home plate decor . We see flora are resigning with today ’s consumer . "
Also the floral industry certainly has the benefit from this young movement of consumers really trying to connect with green , nature and bringing the mantrap in their home . " We know that plants and heyday can avail bring the outdoors in . So , we take to ensure that we are communicating that our plants and flowers are going to supply the dish , the color and that warm welcoming interior decoration they are all seem for right now . "
Virtual Before PhysicalThe final change discover in consumer priorities is the shift towards doing thing most instead of physically . " Today ’s consumer are search the how and the why and the where they can buy point . They are questioning how often they need to do it in somebody . This certainly increased the support to increase on-line sales . "
However , they will remain doing shopping in individual , so in the flowered industry , it is significant to know that the consumer wants to patronise in person and online . " We have to ensure that our floral product are visible , usable and easy obtained no matter which channel they are looking to buy from . With floral being an impulse buy , we have to be sure we are search novel and unlike merchandising and marketing proficiency to make certain our floral product are record up most as well as physically to get those sales . "
From a retail compass point of viewThe United States Supermarkets National Panel consisted of : Debbie Zoellick of Walmart , Debora Steier of Albertsons , Jennifer Lien of Kroger , Courtney Young of Sprouts , and Kate Kennedy of Wholefoods . They shared their experiences regarding the trends that affected the business organization , their vainglorious challenges to increase gross sales and how they foresee the future tense of flowered cut-rate sale .
When looking at the trends , they get word that COVID-19 had a irrefutable effect on their on-line floral sales . At the same time , many advert that they ’ve needed to meliorate the pictures of the flower they offer online . For all , the sale in memory board increased and they saw an step-up in all segments of the floral department , for both the trimmed flowers as well as the plants .
The biggest challenge they encountered and are still encountering is become the flowered products in computer memory as there is still a want of gentle wind freight capacity . Therefore , some retailers are also face into the sea loading choice . In a chemical reaction , Augusto Solano , mentioned that it the airfreight challenge is on top of Asocolflores ' list . " We want to persist to be the dependable spouse we ’ve always been , so we desire to find a solution as quickly as potential . "
All in all , for the coming calendar month and year , the retailers are positive and expect the demand for flower to stay . Part of this expectation is also based on the expectation that working from domicile will stay for a while and that consumer created a drug abuse to buy flowers . However , the retailer point out that when make this habit to last for the future , it is important that the consumer has a positive experience every time they bribe bloom . So , maintaining a salutary quality throughout the mountain chain is key .
For more selective information : Chrysanthemum Weekchrysanthemumweek.com
