Client case · Dutch Flower Group

Dutch Flower Group - Putting Shopper Segmentation at the Center of Campaign Strategy

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, they work to deliver top-quality cut flowers, mixed bouquets and plants to their 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, they create a happier and greener world.

Client:

Dutch Flower Group
Expertise:

Segmentation & Personas
Market:

Floriculture & Retail

Audience

Understand attitudes towards flowers and plants
Approach

Support its retail customers with advice about their shoppers
Impact

Develop products and concepts with the help of shopper profiles

The challenge

Gaining shopper insights in the floral category

DFG wanted insights into attitudes towards flowers and plants at all buying locations of shoppers: to gain shopper insights and support its retail customers with advice about their shoppers in the floral category.

?

How can values-based segmentation provide shopper insights and support DFG’s retail customers in the floral category?

Our Approach

Putting the shopper profile at the basis of development

Understand attitudes towards flowers and plants

The values-based segmentation provided insights into attitudes towards flowers and plants at all buying locations of shoppers.
Start from the shopper profile

DFG’s New Product Development cycle was redeveloped to start from the shopper profile as the very basis for all product and concept developments.
Match the segmentation with customer data

The segmentation of shoppers can be matched to DFG’s customers’ data and research, enabling DFG and its customers to develop practical product and service offers together.

The outcome

What the client gained

A different approach towards the floral category

DFG’s New Product Development cycle starts from the shopper profile as the very basis for all product and concept developments.
The shopper profile as the basis for development

DFG’s New Product Development cycle starts from the shopper profile as the very basis for all product and concept developments.
Practical product and service offers

Matching the segmentation of shoppers to customers’ data and research enables DFG to develop practical product and service offers together with its customers.

Based on the Glocalities data, DFG puts shopper segmentation at the center of its campaign strategy in all locations.

The segmentation of shoppers can be matched to customers’ data and research, enabling DFG and its customers to develop practical product and service offers together.

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“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.”

Marcel Zandvliet RM

CMO, Dutch Flower Group

In short

From data to campaign decisions

Based on the Glocalities data, DFG puts shopper segmentation at the center of its campaign strategy in all locations. The shopper profile is the very basis for all its product and concept developments.

Client evaluation

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.

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