Research carried out by the Hochschule Geisenheim University in collaboration with Chrysal at a supermarket chain in Germany, shows that the purchase intention of plants is 40% higher when the potted plant display is looking healthy and fresh. Interestingly though, a display of fresh plants also has a positive influence of the consumer buyer behaviour of other categories within the store. The research showed a correlation between freshness of potted plants and the sales of fruit & vegetables as well as bread and dairy products. Not surprisingly, customers are far more likely to recommend a store with fresh plants than one with withered, dehydrated stock. To keep your plants longer looking fresh and increase their desirability, Chrysal have several solutions. The Aqua Pad and Aquastick both keep plants hydrated and fresh in store, reducing wastage at the same time as them not requiring additional watering.
Hochshule Geisenheim University conducted the research in collaboration with Chrysal, in which a sample of 400 people were asked about their shopping behaviour in German supermarkets. Individuals were randomly shown either a picture of a display with fresh plants, or one with withered plants. This showed that the freshness of the potted plants has a relation with the purchase of intention of other product groups. At least 8% more customers want to buy fruit and vegetables if the plants in the store are fresh. The “purchase intention” of plants is 40% higher when the potted plants were fresh. 15% more customers said they would recommend the supermarket which had a display of healthy, fresh looking plants.
The research also showed that the purchase intention of plants and flowers significantly decreased by 34% when the potted plants were not taken care of for 2 days. For longer than 2 days, the purchase intention decreased further.
The solutions of Chrysal
We offer several products to keep your plants fresh and appealing longer. This will additionally increase the purchase intention and reduce waste. For example the innovative Aqua Pad and Aqua Stick. The Aqua Pad is a wood fibre mat which, when soaked with water and placed between the plants grower pot and the cover pot or gift bag, creates a reservoir for plants keeping them hydrated and reducing the need to water whilst in store. Aquastick is an innovative watering wick system that transfers water naturally from a reservoir to the plant.
Following the results of the research by Hochschule Geisenheim University we have created a tool to calculate how much sales you could potentially generate by using products like Chrysal Aqua Pad and Aquastick. If you are interested in using the tool, please contact us; we are always happy to help.
Chrysal International
Chrysal is a main driving force in the flower and plant industry and worldwide market leader in flower food. Whether you grow, transport, sell, or simply enjoy the beauty of cut flowers and potted plants in your own home, Chrysal has products to keep them looking fresh for longer. Through more than 85 years of experience and innovation, a commitment to quality and an on-going search for sustainable solutions, we aim to meet our customers’ needs – today ánd tomorrow. The result? Flowers and plants that last longer, happy customers and, in the end, a more beautiful world. Chrysal. Nurturing beauty.
Source: Chrysal International
