Focus on mass-market floral retail in Poland

FCI WEBINAR: On 8 June, was the first global webinar on Poland’s mass-market floral industry. It was brought to you by the Dutch Embassy of the Kingdom of the Netherlands, AIPH and media partner FloraCulture International magazine

This free webinar investigates how floral wholesalers and retailers can support each other in personalisation, digital marketing, in-store experience, product discovery, point of sale, customer feedback, and consumer analytics. 

Speakers from The Netherlands promote its circular agriculture approach and look into stimulating floral sales of Dutch flowers and plants in Polish retail.

Polish speakers provide a comprehensive overview of the retail landscape in Poland. At the same time, the International Fresh Produce Association gives valuable insight into the current state and future direction of mass-market floral in the US.

Special guest of honour, Mrs CAROLIEN SPAANS, Agricultural Counsellor of the Embassy of the Netherlands in Warsaw, speaks about why Green City is gaining traction in Poland and how the pandemic caused an influx of novice gardeners. She will also mention the main challenges of doing business in Poland.

The first speaker Mr TOMASZ SZACON of retail consulting firm RetailPoland, provides a comprehensive overview of the Polish retail landscape highlighting the discounters and the hypermarkets. He explains why impulse sales work best for discounters, while as a Dutch exporter, you can focus on a much broader product portfolio when dealing with hypermarkets. 

MRS BRIGITTE HAGEN of retail consultancy firm Concept Factory EU has just conducted a survey on behalf of the Dutch chrysanthemum foundation Chryson looking at consumer behaviour and floral purchases at Polish supermarkets. She communicates some of the results to delegates at this webinar.

The following guest, MR ROBERT RADKIEWICZ, is a co-creator of Polish garden centres. He explains how Polish garden centres are built on family business expertise and have evolved into a destination for plant lovers searching for quality, innovation and the latest trends. 

The final speaker MRS BECKY ROBERTS, Director of Floral at America’s renowned International Fresh Produce Association, provides hands-on tips for retailers about improving floral sales and presentation and reducing shrink. 

Watch on-demand an impressive line-up of speakers talking about their experiences in the Polish retail market, the trends, the most popular retail channels, the buying criteria, bouquet composition and consumer preferences.



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