Let’’s Celebrate Together! OUR WORLD OF PLANTS 2017
CONTENT
15
03 INTRODUCTION
04 10 YEARS OWOP
2008 – 2017 in pictures
07 10 YEARS OWOP
Where it all started...
08 10 YEARS OWOP
We connect to inspire
10
FROM CASH & CARRY TO GREEN TRADE CENTER
CUSTOMER FOCUSED THINKING
16
Winning the hearts of consumers together
12
FROM CASH & CARRY TO GREEN TRADE CENTER
Concept designer Britt Moria
CUSTOMER FOCUSED THINKING
In practice
13 FROM CASH & CARRY TO GREEN TRADE CENTER
Arranger Pia Klatt
14 FROM CASH & CARRY TO GREEN TRADE CENTER
Grower Tom van Winden
02
Florist Pien Valk
17 FROM CASH & CARRY TO GREEN TRADE CENTER
Vireõ’s sales director Martin Hogenboom
18 GREEN TRADE CENTER
Onwards to the future
INTRODUCTION
For you we have the special ‘Our world of Plants’ exhibition newspaper. A newspaper that is dedicated to the same thing the stand is dedicated to: let’s celebrate together. 2017 is a special year : a year with a splash of festivities! This year, Our world of Plants is being organised for the 10th time, so we’re not going to pass up on an anniversar y edition. Slowly, we’re saying goodbye to the Cash & Carr y and we’re looking for ward to the opening of the Green Trade Center. And, of course, we’re celebrating our love of flowers and plants! In this anniversar y edition, customer focused thinking is at the forefront, as usual. After all, we all want to entice our customers into buying more flowers and plants. How does this look in practice? We’ll tell you all about it in this exhibition newspaper, including a handy checklist so you can get started right away. Additionally we’ll reminisce together with employees, customers, suppliers, and other partners about 10 years of Our World of Plants and the Cash & Carr y and we’ll look ahead to the Green Trade Center. So take a seat, have a cup of coffee or tea, and read on!
03
10 YEARS OUR WORLD OF PLANTS
10 YEARS
OUR WORLD OF PLANTS
2008
2 0 11
2009 2 0 10
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10 YEARS OUR WORLD OF PLANTS
2013
2012
2014 2015
2016 05
10 YEARS OUR WORLD OF PLANTS
OUR WORLD OF PLANTS 2017 This is the 10th year of Our World of Plants! An occasion we would not want to pass unnoticed; indeed there is ever y reason for a celebration. The theme for the whole week therefore, is: let’s celebrate together. Let’s celebrate our love of flowers and plants together. Let’s celebrate the last edition of Our World of Plants in the Cash & Carr y together. Let’s celebrate the arrival of the Green Trade Center together.
WILL YOU CELEBRATE WITH US?
Individualistic Performer area
Entrance to the area
Entrance to the area Webshop
Waterdrinker histor y wall ijskast 74 x 87 cm 212 hoog
G
Green seats Barista
Green Trade Center area GREEN TRADE CENTER BY WATERDRINKER AALSMEER
Cosiness Seeker area
Let’s Celebrate Together with flowers & plants ! Display box
06
10 YEARS OUR WORLD OF PLANTS
WHERE IT ALL STARTED… Since the ver y beginning, Waterdrinker has been connecting people with the world’s most unusual and unique plants. It has now been ten years since the first Our World of Plants was organised, but our presence at trade fairs goes back more than sixteen years, in each which we were contributors. Already in our initial years, Trend House PPP created, in cooperation with Waterdrinker, such innovative and inspiring stands as House of Plants, Growing Concepts and The Green Factor. Much has changed over the past few years, but one thing has been common to all of our trade-fair stands: a wide-ranging collection featuring the most innovative and unusual of plants and concepts. Each year during the FloraHolland Trade Fair, we invite our customers and business contacts to come and take in the entire world of our products, appropriately entitled, Our World of Plants. Each year, our personnel do their ver y best to realise the new edition of Our World of Plants. And the sumptuous stands in which we take such pride would not be possible without the excellent collaboration we have with breeders, growers and designers, as well as numerous other partners. Partners whose help is indispensable when it comes to ‘bringing to life’ our entire World of Plants! Our motto is Connect to inspire. And we strive to do that each year a new with yet an another unforgettable edition!
07
10 YEARS OUR WORLD OF PLANTS
We connect to inspire THE WUNDERKAMMER The first meeting between Ueli Signer and Florian Seyd was in a lovely flower shop in Amsterdam. They worked there together as colleagues for some 5 years, until Florian went his own way and set up his own business. Since 2005, Ueli and Florian have been running The Wunderkammer and together with their team they supply decorations, interior and photographic styling, indoor and outdoor planting. How would you describe your own work? ‘We think of ourselves as galler y owners, and of the nature and the beautifully hand-made objects as the artists. Our driving force is our passion for nature. No matter how beautiful an interior may be, it will not come to life without flowers and plants. They add positive energy. We like to emphasise the beauty of nature, and to bring it closer to consumers. That is why, since the autumn of 2008, we organise our shop-for-a-week at a previously undisclosed location in Amsterdam twice a year.’ 10 years of Our World of Plants, what is your strongest memor y? ‘Ever y year, it is fantastic to see so many unusual plants by so many wonderful growers. Our personal favourites: the giant Bromelias in 2016, the gigantic succulents in 2015, the globe during one of the first editions, the round table with planted chandelier and the Zen room.’ A moment never to be forgotten: ‘ The Friday evening before the fair opens, just before the final sprint to get ever ything finished in time for the weekend, enjoying an Indian take-away dinner together (the Waterdrinker & Wunderkammer team). A huge success ever y year!’ The current Cash & Carr y is to close, what do you expect of the Green Trade Center (GTC)? ‘We hope that the GTC will be a beautiful place where we will be able to find a diverse range. Where there will be plenty of room for inspiration. But most of all we look for ward to the daylight in the GTC: like a breath of fresh air! And what is an absolute must? The amiable atmosphere, unique range of products and the personal contact.’
SWARTJES INTERIEURBOUW From their workshop in the Brabant village of Mill, near Nijmegen, the Swartjes Interieurbouw team has been creating magnificent interior projects for over 20 years. A family business that designs and constructs interiors for both businesses and private homes throughout the countr y. What is the origin of your collaboration with Waterdrinker? ‘We first came to the Cultra in 1999, when we created a new interior for Fleuregio. After about a year, we were asked to renovate the Cash & Carr y for Waterdrinker. You could say it was a ver y pleasant collaboration, because eighteen years on, we still work on fantastic projects together.’ 10 years of Our World of Plants, what is your strongest memor y? ‘ The most memorable thing for us is how all parties collaborate so well and so smoothly, even at hectic moments. Besides which we always have a lot of fun while we work, ever y year.’ What was your favourite edition of OWOP? ‘ The edition when we switched from stand construction walls to factor y manufactured panels. We were suddenly able to work so much faster, which left us more time for the creative process. Not entirely unimportant!’
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10 YEARS OUR WORLD OF PLANTS
We connect to inspire The sumptuous stands in which we take such pride would not be possible without the excellent collaboration we have with breeders, growers and designers, as well as numerous other partners. Partners whose help is indispensable when it comes to ‘bringing to life’ our entire World of Plants!
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CUSTOMER FOCUSED THINKING
WINNING THE HEARTS OF CONSUMERS TOGETHER Winning the hearts of consumers is increasingly difficult nowadays. Obviously, we all want to tempt consumers to buy more flowers and plants. But how can we ensure we really touch their heart? We can only do that by working together! If you can touch a consumer ’s heart you will secure a place in their mind (as well as their wallet) and that, ultimately, is what we all want.
Consumer data allows us to identify the different consumer groups and what motivates each of these groups to buy flowers and plants. We are working together with Royal FloraHolland, Flower Council Holland and the Dutch Florist Association (VBW) to translate our consumer knowledge into specific communication topics relevant for the various consumer groups. For Our World of Plants we have opted for the elaboration and practical interpretation of two consumer groups and the relevant communication topics.
The communication topic Celebrate Seasons is linked to the consumer group Cosiness Seeker, consumers who like to make their home cosy with flowers and plants. The Cosiness Seeker enjoys ever y season: each season has its own charms and atmosphere. They will likely have winter flowers on the table once temperatures drop and enjoy a colourful vase of flowers as soon as the early spring sunshine appears. Ever y season, they will be on the look out for typical seasonal flowers and plants; that makes ever ything so much cosier. Products that are not available all year round offer continuous variation and new experiences. Stimulating the senses again and again: time to celebrate the season!
What is the best way to trigger a Cosiness Seeker to buy more flowers and plants? This checklist has some useful suggestions! • Make it ver y clear what the products of the season are, translate this to your webshop and don’t forget your newsletter and Facebook page. • Inspire customers with your creativity and encourage them to be creative themselves. Organise workshops or share your creativity online. • Make gift-giving of flowers or plants personal, with a hand-written card and appropriate gift packaging, for example. • Offer good value for money. Make the customer feel that they got a good deal.
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CUSTOMER FOCUSED THINKING
The communication topic Interior is linked to the consumer group
Individualistic Performer,
consumers who use flowers and plants to give expression to their interior. The Individualistic Performer uses their home not only as a place to live but also to work in. The home is furnished with great care and attention to detail. Flowers and plants, and the unusual stories behind them, are used to give expression to the interior design. Putting flowers and plants in different rooms, such as the kitchen, living room and bedroom, creates a coherent whole, which particularly reflects their personal taste.
What is the best way to trigger an ‘Individualistic Performer ’ to buy more flowers and plants? This checklist has some useful suggestions! • Present unusual flowers and plants as an interior design statement. Combine accessories, flowers and plants in a stylish fashion. • Explain what is so special about the flowers and plants, both in store and online. • Ensure omnichannel access to your products and ideas. Coordinate the styling and communication both in-store and online, as well as webshop and social media (especially Instagram). • Focus extra attention to your unique gems, both in-store and online.
We could achieve so much more by using these communication topics, in collaboration with various other parties in the green sector, as the basis for the different consumer groups. We choose to adopt one line, rather than using a numerous different communication topics. Combining forces will enable us all to touch the consumer ’s heart much sooner. We believe that sharing knowledge with partners, customers and suppliers alike will take us all for ward together.
Let’s connect to inspire! 11
CUSTOMER FOCUSED THINKING
TOUCHING THE CUSTOMER’S HEART: IN PRACTICE As the saying goes: ‘a satisfied customer is a loyal customer ’. Yet how, in 2017, can you really keep your customer satisfied? We asked René and Regina Schut of Bloem en Plant in Musselkanaal; entrepreneurs with spirit, for whom customer-focus is paramount.
René and Regina opened their florist shop ‘Bloem en Plant’ in the Groningen village of Musselkanaal at the end of 2011. With success! The unique, inspirational range of cut flowers, plants and potter y attracts many customers to their shop. And it is those customers who play such an important role in the lives of the enthusiastic entrepreneurs. ‘We like to help our customers think things through, what would best suit their requirements in terms of plant care and habitat’, Regina explains. ‘Besides flowers, we also offer our
Ensure that the seasons and deals are clearly visible in your newsletter and on Facebook.
customers a wide range of plants. Plants which are often just that little bit different. That makes good customer advice all the more important.
René and Regina recently organised a green plant day. A day devoted entirely to, you guessed it, green
E ns ur e a pe rso na l tou ch
plants. René: ‘We used the Plant Promotion Kit as the theme for the day, to attract more people to our shop and at the same time draw our customer ’s attention to green. We made invitations from the cards in the Plant Promotion Kit and distributed among our customers, our newsletter and social media channels focused entirely on the green plant day and we invited customers to bring their own pots with them so that we could repot them.’
Organise workshops
The green plant day was a huge success! ‘Our whole team was there (some were even wearing green nail varnish), which ensured that ever y customer received the attention they deser ved’, Regina told us. Nothing was left to chance. Customers could enjoy a healthy smoothie Grower Tom van Winden was there to talk about the Zamioculcas and there was a workshop on how to make a macramé plant holder.
In addition, we gave ever y paying customer a small Spathiphyllum, explaining that it was an air freshener for
Make your customers feel like they got a good deal
in the home. ‘It feels good to give customers something and at the same time raise awareness for the health benefits of plant’, Regina said. ‘A nd people are becoming increasingly aware. Many customers brought their
Ins pir e cus tom ers to be crea tiv e too
own pots along, which we then filled in the shop. It is great fun to be able to offer our customers a little extra something and see them leave the shop happy and enthusiastic, that’s what really counts!
Are there any other plans? René and Regina will be organising another special day for Christmas. Do you have a tip for other florists? ‘A bove all, do what feels right for you and what you are good at’. That’s certainly something René and Regina have done successfully!
Focus on the seasons
‘Offering the customer that little bit more, so that they leave the shop pleased and enthusiastic!’ 12
FROM CASH & CARRY TO GREEN TRADE CENTER
LOOKING BACK AND FORWARD Early next year, the Cash & Carr y will close after more than 40 years; an occasion this edition of Our World of Plants will focus on extensively. For many years, the Cash & Carr y has been the ultimate purchasing centre full of inspiring presentations, interesting Meet & Greets and a variety of shop-in-shops but, above all, it is a showroom where ever yone can find the finest flowers and plants. Together with Waterdinker arranger Pia Klatt, grower Tom van Winden of Van Winden-Erica, Pien Valk of Jasmijn Bloembinders, concept designer Britt Moria and Vireõ’s sales director Martin Hogenboom we take a look back, and a look for ward to the Green Trade Center.
PIA KLATT – ARRANGER Pia Klatt has been an arranger at the Cash & Carr y for over 7 years and has a passion for flora, fauna and animals. Her favourite plant? She doesn’t have one. ‘Ever y plant deser ves respect and attention! And creatively speaking, I can handle any plant!’
Tell us about your work ‘I design and arrange the decor in the Cash & Carr y. This includes styling the entrance, the coffee corner, growers’ inspiration presentations, and the accessories. My aim is to inspire customers, to kindle their enthusiasm, so that they go home with a smile on their face. I am also responsible for plant care and maintenance.’ How do you look at plants? ‘ Thanks to my profession I have learned to look at plants a little differently. I look at the leaf, the shape, the colour and the scent. Being among so many different plants ever y day, I don’t really have a favourite. I like old botanical plants most of all, but ever y plant deser ves respect and attention! And creatively speaking, I can handle any plant!’ What is your fondest memor y of the Cash & Carr y? ‘ The urban jungle presentation in the coffee corner. To create a realistic jungle atmosphere, I incorporated animal noises in the presentation using a laptop. People were so surprised and really started looking for animals!’ What do you expect of the Green Trade Center? ‘More space for creativity, literally. It is ver y important that we pass our inspiration and creativity on to our customers. We must continue to surprise and stay innovative and we’ll certainly be able to do that in the Green Trade Center!’
‘Every plant deserves respect and attention’ 13
FROM CASH & CARRY TO GREEN TRADE CENTER
TOM VAN WINDEN - GROWER More than 70 years ago, Joop van Winden started in ‘the west’ as a gardener. A man on a mission, who saw opportunities in the east: Drenthe became the place to be. Today, the Van Winden-Erica pot and bedding plant nurser y has grown to be a modern nurser y specialised in the cultivation of exotic plants. In the current greenhouse, spanning 12 hectares, cultivator Tom van Winden primarily grows Zamioculcus (Raven), Senecio Aquarine Mount Everest, and various bedding plants. How about you tell us about your latest addition? ‘ The newest variety in the Zamioculcus family is the Zamioculcas Raven: a mysterious plant with black leaves. The plant continue to grow at the customer ’s house, new sprouts start off as bright green and fade to black. It’s a lovely to watch this colour change.’ A real winner, for the plant-promotion-kit too! How did this campaign pan out? ‘ The plant-promotion-kit is a fun creative concept that florists can start with immediately. A great initiative that shows in a casual way which plants ‘truly’ fit which customer. The fun stories in the plant kits make customers enthusiastic and are spread around. That’s wonderful, that’s what you do it all for!’ Do you really take customers into account when developing new products? ‘We tr y, and that is one of the biggest challenges! For instance, during the Zamioculcus Raven’s testing phase, we conducted customer research. We tailored the packaging and communication to the customers’ wishes with that data. Additionally we visit florists and nurseries to find out how things are going and if we can be of any assistance.’ The opening of the GTC is coming closer and closer. What are your expectations of the GTC? ‘ The GTC will be bigger of course and the circumstances will improve climate-technically. Plus, we’re hoping that collaboration with suppliers will only increase. Initiatives like the plant-promotion-kit and even more space for inspiration to help customers distinguish themselves, are two of the aspects we would like to see.’
‘T
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s i t n u o c c a o t n i aking customers
’ ! s e g n e l l a h c t one of the bigges
FROM CASH & CARRY TO GREEN TRADE CENTER
PIEN VALK - FLORIST Jasmijn Bloembinders has been renowned in Haarlem for 19 years. Owners Patrick and Pien Valk recently opened their second shop in Zijlweg, with original gifts and unusual home accessories and furniture. Tell us about your shops ‘Our target group is the upper segment of the market, which we ser ve with luxur y products. Jasmijn Bloembinders has a wide range of flowers and plants. We recently opened ‘Bij Jasmijn’ next door, where you will find original gifts, unusual home accessories and authentic furniture.’ Where do you draw your inspiration? ‘We visit many trade fairs abroad. We consequently visit many different cities and inspiration comes naturally. We also often go into hotels and restaurants in search of new ideas. We are particularly interested in colours, shapes and the use of material.’ How long have you been going to the Cash & Carr y? ‘Before we opened our own shop 19 years ago, Patrick worked as a buyer for Wolterinck and Menno Kroon. So we’ve been going to the Cash & Carr y for a total of around 24 years. Hardly a day goes by that we don’t go, we sometimes even go twice on a Monday.’ What do you expect of the Green Trade Center? ‘We expect the same as now but then even better, and a whole new style, of course. You would only change something to make it better and even more appealing, so expectations are high! We look for ward to the GTC but will wait patiently!’
‘We have numerous varieties of orchid in a wide range of colours!’ 15
FROM CASH & CARRY TO GREEN TRADE CENTER
BRITT MORIA - CONCEPT DESIGNER Britt Moria is a Concept Designer and lives in Haarlem, where her home has just been renovated. On her wish list? A Strelitzia nicolai in green glazed terracotta pot! Tell us about your work ‘A s a concept designer, I am always on the lookout for green trends. I subsequently translate those trends to products for the Our Collection line. Things like: pots, plant holders, lanterns and, more recently, also scented candles.’ Where do you draw your inspiration? ‘Ever ywhere, really; on the streets, from magazines and shops. Or from the papers and cards I collect. I also visit trade fairs, such as ‘Maison et objet’; the ultimate interior design fair in Paris.’ What can we expect in the Green Trade Center? ‘Over 2600 m2 of pots and accessories! We will also offer young designers an opportunity to exhibit and sell their products.’ What will be the trends for the coming season? ‘We will still see a lot of dark green and blue shades, but pastels are also set to do well this season, especially pink. In addition to which the botanical prints will be replaced by nature and landscape drawings. There are also a lot of Japanese and Moroccan influences.’ What would you say is the absolute must-have right now? ‘A large statement plant in a pot the same colour as the plant. No space? Create a plant table with a selection of little botanical plants. The greener, the better!’
‘Coming to the GTC soon: 2600 m 2 of pots and accessories!’
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FROM CASH & CARRY TO GREEN TRADE CENTER
MARTIN HOGENBOOM - GROWER A permanent partner for over 25 years: cultivators collective Vireõ. With their combined strengths, they guaranteea distinctive whole package of green plants. Part of this range is the ‘Green is...’ Brand. Available at the Cash & Carr y, but will also be found at the Green Trade Center. We spoke with Martin Hogenboom, sales director at Vireõ, about ‘Green is...’ and the link with the Green Trade Center (GTC).
One of your brands is ‘Green is...’ what does this stand for? “With ‘Green is...’ we tell the cultivator ’s stor y. We want to show customers which benefits green plants have. We’ve noticed that customers are increasingly aware of the air purifyingproperties of plants, but also that green plants improve work place performance and provide soothing additions at home are still unknown attributes.” How do you reach customers? “We keep customers updated on care tips, interesting facts, and inspiring photos via our website, Facebook page, and our Twitter! Customers can then easily share these stories. Additionally our plants can be seen ever y week on the TV show ‘Robs grote tuinverbouwing’. That’s how the ‘Green is...’ stor y gets spread around.” Has the importance of customers increased? “Yes, their role has become bigger over time. Previously we were mostly potted plant producers, but now we’re more involved with marketing for our products. We’re tr ying to find better content for our shops, so the customer leaves the store with a smile on his or her face. At the start of the new year the GTC will open, what are your expectations? ‘ The climatological circumstances will be far superior to that of the current Cash & Carr y. Better for the products, but we also think that it would be nice for customers and the employees of the GTC. A place where you can get all the inspiration you need, which will boost sales.’ The GTC will be the house of the cultivator, a place where the cultivator can tell his/her stor y, are we going to see your ‘Green is...’ brand? ‘A bsolutely. With promotions for ‘Green is...’ we’re tr ying to make our products more visible for retailers and customers. The GTC is the perfect place for that: The stor y of the cultivator, in the house of the cultivator. Plus, we want to continue to develop our brand. We are currently working on some new themes we would like to test in the GTC. With this feedback we want to further develop a product range that matches the wishes and needs of customers.’
e s u o h e th n i , r to a v ti ‘t h e s to r y o f th e c u l o f th e c u l ti v a to r ’
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GREEN TRADE CENTER
ONWARDS TO THE FUTURE: THE GREEN TRADE CENTER An inviting, respectable, and most of all inspiring place, where you can find ever ything you need to persuade customers into buying more flowers and plants. This is what the Green Trade Center (GTC) stands for. These last few months we have worked ver y hard on construction, and it has not been for nothing! At the previously desolate building site we now have an inviting building. We asked René Brand, Programme manager GTC, to tell us more. Why do we need a GTC? ‘ The current Waterdrinker Cash & Carr y is located on the Cultra and the climate there is far from ideal for our plants, employees and customers. Five years ago, all logistical activities were relocated to a new building on Oost, but now ever ything, under optimal circumstances, will be put under one roof. We know that both suppliers and customers have a growing need to be able to have contact, that’s why a large portion of the GTC will be styled as a shop-in-shop. Suppliers will have their own space where they can offer their products, but also have the opportunity to meet customers. This makes this the place for professionals from all over Europe to meet, where experience and knowledge can be shared.’ What can we expect? ‘At the GTC you will be able to purchase a complete range: approximately 25,000m² of flowers, plants, pots, and accessories. A one-stop shopping experience where you can truly purchase from the source. That’s why the GTC is also called ‘the House of the Cultivator ’. Not only do we physically offer a complete range of products, we also offer the same range online 24/7. We want to give our customers all the inspiration we can offer. Product innovation plays an important role here and so there will be a lot of focus on novelties and specialties. In the entrance area, the best of these two worlds will meet and you can enjoy a sandwich and a juice in the GTC cafe.’ What will Waterdrinker ’s role be? ‘Waterdrinker will be a facilitating platform. We ensure the largest product range of Europe in a fantastic entourage and offer custom logistical solutions to our customers. Additionally, customers can count on expert advice in terms of products, styling, trends, marketing, and sales. For this, consumer groups are always the priority. The focus will be on two consumer groups that we will further expand upon during Our World of Plants: the ‘Cosiness Seeker ’ and the ‘Individualistic Performer ’ (see page 10 + 11).’
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Beeld voorkan t GTC
GREEN TRADE CENTER
What are we going to see during Our World of Plants from the Green Trade Center? ‘During Our World of Plants, we’re going to give a sneak preview of the GTC. Just think about presentation places that you will find in the GTC, such as the INSPIRATION HOUSE, a place where suppliers can show off their products. But we also have the GTC DESIGN BOX, where young designers can present their innovative views on plants, art, photography, or interior. And last but not least: the GTC LAB, the place where breeders can show the latest product developments.’
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SHARE YOUR FAVOURITE What is your favourite plant? Follow us on Facebook and Instagram via #OWOP2017 and share your favourite with us! You could win a gift voucher worth € 500 to spend in our Cash & Carr y and webshop. The winner will be announced on 30 November on both Facebook and Instagram. @Waterdrinker.Aalsmeer
@Waterdrinker_Aalsmeer
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