Naturals is a unique brand of flowers and related products, which are sold in the Naturals flower shop. Naturals emphasis on the unique experience of flowers and provides service at a high level. The sleek shop is the heart of the concept. The flowers are sold in a high-profile package and a prolonged freshness guarantee.
We are asked to develop an integrated retail concept and associating strategy from the (flower and accessory) brand Naturals, to reposition the brand and also to advise and assist in the implementation of both. A major focus was to sell fresh products as flowers in a standardized retail concept, which connects to the main (inter)national market and consumer trends and can eventually be translated to a franchise formula.
During a period of just over 1.5 year, we have developed the retail concept and a new strategy in which the (logistics) organization was re-established and all nine retail marketing P’s are redefined. We have developed a commercial assortment strategy with the associating price structure within the different product groups that we have defined. The assortment has become a good mix of accessories and flower bouquets, for which we also had to develop a new form of presentation. Focus was also on an improved turnover, cutting down on waste and increased sales in the BTB market. A manual has been developed and during the process we have gradually developed several presentations which we used at inspiration meetings or as a starter in the brainstorm and working sessions. The results were three mono Naturals brand stores which KPI’s were very successful.