STRONG (SALES) ARGUMENTS FOR THE TRADE:

THE POS ISLANDS ATSPOGA+GAFA

Concept &

Creation by

Oliver Mathys

Consulting

POS-INSELN: THE WAY TO SUCCESS

• The special areas are a source of inspiration forsales-promoting campaign areas* in specialised and wholesale trade outlets.

• Cross-selling meets curated shopping: A wide rangeof products from different segments are combinedhere to provide a harmonious overall picture - and offer you concrete examples of implementation in your store.

• Each island has a topical motto that is relevant forthe end consumers – and thus provides true salesimpulses

• In order to support you with the realisation, we havesummarised the POS Green Solution Islands 2019 here once again

• You can also find a detailed insight with 360-degree views here.

Wishing you plenty of success withthe implementation!

CITY GARDENING –

LIVING IN THE URBAN JUNGLE

CITY GARDENING –LIVING IN THE URBAN JUNGLE

• The overarching trend theme City Gardening can berealised on differently sized areas

• Personal habitats that are transformed into greenoases are the main focus

• The industry offers numerous solutions here, whichrange from modular furniture, to stylish decorations, through to smart technology

• Beyond this, products such as small gas grills, herb spirals or worm composters, but also solutions forgrowing fruit, herbs and vegetables are presented, displays inform the visitors regarding the application

• It's the mixture that makes the difference: Both solutions for close-to-nature garden work as well asrelaxed tranquility – this creates individual incentives to buy for different target groups

THE THEMES

Vertical greening: Closed cycle vertical greening, rain pipes and barrels covered with plants, wall pictureswith herbs, recycled plastic, bee and insect-friendlyplants

Recycling and bio: A stronger awareness forsustainability among urban gardeners, also regardingthe theme ornamental plants

Niche products:

• Worm composter: Is going down in the crowd, has to be accentuated from the masses and explained.

• Feeding birds

THE THEMES

• Aids for home growing: Herb spirals, greenhousesfor sewing and growing plants

• Inter-department cross-selling: Soil, fertiliser, irrigation, vertical greening, tools, fruit trees, vessels, herbs in combination

• Products for men and women: Target-group specificoffers (compact gas grill/technical solutions) increase the amount of time spent at the POS

worm composterGas grillherb spiral Greenhouse to sow

Feeding birds

LIVING WITH PLANTS –

LET PLANTS SPEAK

LIVING WITH PLANTS – LET PLANTS SPEAK

• A small café/restaurant is installed on floor spacemeasuring 36 m²

• Here the use of plants will be demonstrated fromtwo different angles: On the one hand as edible cropplants, on the other hand as air improvers

• Main focus: The implementation of different salesconcepts as well as direct turnover with thepresented solutions

• Enjoyment as an experience factor and turnoverdriver – the garden centre becomes a recreationalpleasure

THE THEMES

• Vertical plant wall: Vertical greening systems save space and contribute towards cleaning the air

• Plants as table decorations: Attention-grabbingvessels are filled with various air-cleaning plants, the big pots are also displayed on the area.

• Self-harvested herbal tea: One can cut off sixdifferent herbs at the counter oneself; enhancedwith lemon, ginger, honey and co., this means at theflick of a wrist a healthy herbal tea can be conjuredup; the herbs can incidentally also be purchased as a gift in a plant pot with a water reservoir

THE THEMES

• Gift and carry-away items: Gift items are presentedacross the entire area, the offerings are inter-departmental.

• Sweet treats and beverages: Furthermore, an attractive culinary offer invites the guests to stayfor longer so they can contemplate the entire line-up

• Everything is for sale: Decorations, plants, crockery, cups and glasses can be purchasedtogether with the matching cushions, blankets and small pieces of furniture Sweets, liqueurs, mustardor chocolate are also offered (for consumptionand/or as a gift)

Herbal tea for self-harvesting

„FLOWER POWER“ – SAY IT WITH FLOWERS (BULBS)

FLOWER POWER: SAY IT WITH FLOWERS (BULBS)

• Three thematic titles are being outlined for thespecialised trade for the presentation of flowerbulbs:

• Fly in (focus on insects and bees)

• ESC Holland 2020 (young target group)

• Grandma Triene's spring magic (nostalgicand personal touch)

• For large areas the so-called "lasagne technique" isexplained and visually put into practise.

• Colour coordinated accessories such as plant potsand watering cans additionally pep up the salesarea.

THE THEMES (specialised trade)

• Fly in: Insect and bee-friendly flowers are currentlyon trend, which is why the bulbs of early bloomersare especially suitable. An attractive, open arrangement comprising of six different types ofbulbs such as tulips, daffodils and anemonesupgrades the presentation of the bulbs

• ESC Netherlands 2020: High-reach events such asthe Eurovision Song Contest address different targetgroups; a colourful, high-quality combinationbetween 9 sorts of filled tulips and one type ofmuscari underline this

• Grandma Triene's spring magic: Flower bulbs in all colours are the centre of attraction here; simple and older types tend to be implemented here (lowerprice segment); the name of the theme isindividualisable, the focus here is on the personal touch of the company

Oliver M. Consulting

THE THEMES (large areas)

• Lasagne technique: Similar to the layers of lasagne, different sorts of flower bulbs are planted on top ofeach other

• This not only leads to a colourful sea of blossoms, but also to a much longer blooming period

• With the help of a big pot, the layers of flower bulbsare visualised; the artificial flowers show what theresult will look like in the spring

• The result: Heightened attractiveness, higherturnover per customer

KIDS GARDEN –

THINGS ARE GETTING COLOURFUL NOW

KIDS GARDEN – THINGS ARE GETTING COLOURFUL NOW

• The POS island shows in a playful way how one canintroduce children to the theme of the garden: Playing is fun, gardening too; the contact to natureis important, as well as learning something about it –gardens arouse curiosity and bring joy

• The theme gardening plays a key role here

• Children are not only interesting for the specialisedtrade as growing customers, but also as potential employees later on

• Children-friendly solutions make the youngergeneration acquainted with the garden experience

• Island design: Clearly visible, but not accessibleapart from the play equipment

THE THEMES

• Gardening for children: Raised-bed gardens withchild-friendly plants such as berries, fruit trees orsweet peppers are fun – and the coloured floorcovering of the raised-bed garden is an eye-catcher

• Varieties of species: In addition to vegetables thereare also numerous flowering perennials thathighlight the theme varieties of species and insects

• Haptic experiences: Smelling, tasting, touching -children experience the world using all their senses. Rolled turf, stones, soil, wood and bark mulch arecombined for the flooring

• Cross-selling with playful and gardening elements:The field bindweed as a modern interpretation ofthe raised-bed garden offers a mixture betweenedible, insect-friendly and optically attractive plants and can be combined with rolled or artificial turf

THE THEMES

• The opportunity to try things out increases the sales- so all of the play equipment needs to be reliablysecured

• Offer toys like shovels and spades too

• Especially in the case of larger play equipmentalways integrate 1-2 sales displays with a referenceto their location in the store (Ikea principle)

WELLNESS IN NATURE–

EXPERIENCING WITH ALL THE SENSES

WELLNESS IN NATURE–EXPERIENCING WITH ALL THE SENSES

• The double island comprises of an inspiration areameasuring 36 m², with 18 m² for the specialisedtrade and 18 m² for the DIY store

• It is about feeling, smelling, touching: Experiencingwith all the senses

• The island serves trends such as Shinrin yoku –hugging a tree – and fulfils the longing for morecontact to nature

• Depending on the space available, the area can bedesigned in a modular and variable way – forinstance as a pop-up store in the city centre with a reference to the garden centre, as an inspirationalarea in the lobby or in connecting corridors ofgarden centres or DIY stores

THE THEMES (specialised trade)

• The background is made out of a frame combinedwith high-quality photo wallpaper, sample plants upgrade the overall impression

• Creative tables: The separate substructure of thetables is planted with greenery, the top of the tablecan be implemented in a variety of ways, so that itcan even be made into an upside-down tub

• Fountain: High-quality vessels are presentedcontaining plants, empty or as a fountain – thetrickling water has a relaxing effect

THE THEMES (large areas)

• The focus is on products typically found in DIY storessuch as saunas, whirlpools and solar showers, decorations and plants play an enhancing role. Visual realisation using photo wallpaper and open views

• Saunas and solar showers: Saunas and solar showersare staged in a high-class fashion together withdecorative plants

• Whirlpools: Branded beach balls add a playfulelement

• Addressing all of the senses: The central partcontaining moss that is moistened twice a day, freshtree bark and the sound of birdcalls invites thevisitors to feel, smell and relax, hanging birch treetrunks allow glimpses inside

WISHING YOU PLENTY OF SUCCESS REALISING YOUR POS! We look forward to seeing you again at the next spoga+gafa!

We thank all of our partners for their support with products and solutions.

We are especially grateful to Oliver Mathys forthe as always inspiring concept and realisationof the POS Green Solution Islands. Withprofessional consultation and development.

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