Dutch Flower Group
Dutch Flower Group (DFG) is a unique family of more than 30 specialised trading companies, who together serve the entire international floriculture chain. Day in and day out, we work to deliver top-quality cut flowers, mixed bouquets, and plants to our valued customers. Via whom a weekly average of 75 million flowers, 10 million bouquets, and 15 million plants find their way to consumers around the world. Together we create a happier and greener world.
Understand attitudes towards flowers and plants
Support its retail customers with advice about their shoppers
Develop products and concepts with the help of shopper profile
Challenge and solutions
What was your initial goal regarding the ‘values-based segmentation?
Insights. Attitudes towards flowers and plants at all buying locations of shoppers: to gain shopper insights, and to support our retail customers with advice about their shoppers in the floral category.
Did the values-based segmentation change your communication strategy? If yes, how?
Our communication strategy did not change, but our approach towards the floral category did, especially for our designers and marketers in the past decade. Our New Product Development (NPD) cycle has been redeveloped looking back 10 years ago, to start from the shopper profile as the very basis for all our product and concept developments.
What is the conclusion- insight that stood out to you the most from the research?
The insight that the segmentation of shoppers can be matched to our customers’ data and research, enables us to develop practical product and service offers together.
How did Glocalities services affect DFG?
The shopper segmentation research with the Consumer Tool that has been developed is of great value for our colleagues at the DFG companies to guide our customers.
