Selected - Selecta

Selected
2016 Issue
TRENDS
GO FUTURE
NEW CONCEPTS FOR
THE PLANT BUSINESS
HIGH POTENTIAL
USING CHANGES IN
CONSUMER BEHAVIOUR
SUCCESSFULLY
TABLE OF CONTENTS
04
POETRY
06
EASY-CARE
BELOVED HAVEN
12
RECARNATION
T
16
SOCIAL MEDIA
18
HOMELAND
24
LIVING OUTDOORS
26
CHRISTMAS
30
OUR SERVICE
he success of our first trend magazine last year proved us
right. Future-oriented concepts for the sale of bedding and
balcony plants are in higher demand than ever. Gardens and
plants continue to be high priority for consumers. Social
trends have changed the expectations and wishes of
customers and influence consumer behaviour. Our products
must therefore keep on fulfilling their wishes, despite these
changing factors.
A major opportunity stems from the yearning of many people
for the safety of home and a feeling of comfort. In times of
global travel, many consumers are looking for a personal
retreat and familiar settings – and they find it in their gardens.
The plants and their scents awaken fond memories. Alongside
geraniums and petunias, carnations are now also making their
way back into gardens on the retro wave, and consumers of all
ages are on board. Sustainability and environmental
protection become a matter of course in this search for
wellbeing and a sense of belonging, providing a solid
foundation for customer confidence.
Let’s inspire the consumer with emotional concepts, because
they offer an indispensable basis for unique added value!
I hope you find lots of inspiring ideas.
Best regards, Richard Petri
Photos Cover : © opoija - Fotolia.com, Jenny Strum - Fotolia.
com, Zerbor - Fotolia.com, diese Seite: iconogenic - Fotolia.com
EDITORIAL
POETRY
NIGHT
“Petunia
NightSky ® is
the perfect
FleuroStar
winner:
eye-catching
at the Point
of Sale,
combined
with high
has an inspiring story to tell and brings
the night sky to the terrace or balcony.
FleuroStar is the ultimate contest to
find the ‘Winner with the Wow Factor’.
Thank you Selecta One for entering the
competition with NightSky ®, it is a real
pleasure to promote this beauty.“
A
STAR
IS BORN
Ann Jennen, Fleuroselect
This unique and extraordinary petunia cultivar offers a galaxy of possibilities for compelling storytelling in the retail outlet: It tells of
a thousand journeys through the starry skies,
the poetry of the moment, of life, discovery
and astonishment. NightSky® has a history
that gives flight to the imagination, because
it stills our yearning for more feeling. It is
a story that has already sold hundreds of
thousands of times – and will continue to do.
Fleuro
Star
WINNE R
„
Photo: © konradbak - Fotolia.com
perfectly-chosen name, this unique plant
„
commercial potential. Thanks to the
T he stars are beautiful
because of a flower
that cannot
be seen …
The Little Prince,
Antoine de Saint-Exupéry
THE RETAIL
+
+
Potential: Unique innovation, one-of-a-kind storytelling. Added value
through multiple awards, e.g. winner of the “FleuroStar Award” in the 2015
N
ightSky , the petunia with the
unique petal variegation, is the new
shooting star on the petunia horizon.
Every flower is a tiny universe.
®
4
FlowerTrials®, “Best Bedding or Pot Plant” in the 2015 Four Oaks Show in
England and the “Gold Innovert Award” at the Salon du Végétal in France.
+
Target group: Consumers of all age groups, whether as a gift or
for personal use.
+
Pull effect: Numerous articles about cultivation in social media and
print publications generate strong demand.
+
Sales: Secondary placement with a special display.
5
LITTLE HEROES
EASY-CARE
L
ittle heroes can meet (almost) any challenge and reward their
owners for even minimal care with profuse flowering. They make
it easy for urban nomads to create a blooming oasis – even if they
have no green thumbs.
Water reservoirs for independent living
It blooms and blooms and blooms. Portulaca
PortoGrande® won’t let the occasional dry period spoil
the summer. On principle all this little blooming
wonder needs is a rain shower from time to time,
allowing it to store water in its leaves and keep on
producing new flowers. So the watering can will stay
dry most of the time.
er ® Yellow
Compact FlowerPow
„
„
Comment of a Facebook user
Photo: © contrastwerkstatt - Fotolia.com
Flowers are fantastic! But I’m not
interested in more chores, I don’t need
any more deadlines. My balcony should
be a “laissez-faire oasis”.
H
ardy, strong and beautiful: when plants are
sometimes left to fend for themselves, they
must possess special skills.
6
7
LITTLE HEROES
EASY-CARE
THE RETAIL
+
+
Potential: As a problem-solving
concept, it offers added value for the
retailer and higher revenues per unit
area.
+
Target group: Younger consumers
with little or no experience with plants
as well as consumers with little time
and space or difficult planting sites
(e.g. windy roof garden).
+
Storage efficiency: These “little
heroes” are also a convincing product
for retailers due to their high storage
efficiency.
+
Problem solvers: The new concept
encourages even consumers with little
experience or bad luck with plants.
A
ll beginnings are easy.
And uncomplicated
plants provide an instant
feeling of achievement, making
gardeners want more. The
right choice is what counts.
8
A PLACE TO LIVE
Especially in densely populated cities,
a balcony improves the quality of life
– even more so if it’s full of beautiful
plants. But modern city dwellers these
days have numerous other interests all
competing for the little time they have.
Career, friends and family, treasured
hobbies – easy to forget the call to
water. So plants that are guaranteed
easy-care will prevent flower fun from
turning into balcony boredom.
Shopping list
Pelargonium
M
®
Calibrachoa arcada ®
MiniFamous ®®
Portulaca
PortoGrande
3 in 1
Tr ®
Mandevilla ixi®
Du ®
Lavandula ndee ®
®
L
Pelargonium aVela
Moonlight® ®
Xerochrysum
Mohave ®
Pennisetum adven
a Chelsea
Osteospermum
FlowerPower ®
®
9
LITTLE HEROES
BECAUSE IT’S SO EASY
Trixi® is the balcony gardener’s best
friend. Selecting and combining has
never been so easy, since there are
already three complementary varieties
growing in every pot. With the tools
we have developed for the POS, these
plants virtually sell themselves. We
would be happy to help you with this.
Just get in touch.
THE RETAIL
+
+
EASY-CARE
Potential: Benefits along the entire retail
chain! Tried and tested mixtures of homogeneous varieties. Perfect cash & carry product, sells
well without special sales advice.
+ POS tools: Information brochures, printed
pots, a poster, photo material and lots more
sales promotion support for plant retailers.
+ Storage efficiency: Meets the demands of
storage and transport efficiency on all levels
of retail.
+ Problem solvers: Excellent flowering
all summer long, even without extensive
plant know-how.
CONVENIENCE: PRÊT À PLANTER
In this day and age when time is scarce,
smart products are a hit with consumers.
Trixi® sells well without special advice
and offers garden centres and flower
shops perfect balcony solutions for their
customers – and without taking up a lot
of space. Whether cheery, romantic or
exciting – whatever summer blooms the
consumer wants to experience, Trixi®
offers the right combination.
Trixi ® Blueberry
Parfait
T
he trendy triplet for more variety
in one pot. Trixi® offers harmonious
combinations without any compromise.
Purchase, plant and appreciate the
blooming spectrum.
10
Trixi ® Passion
Trixi ® Coco Bello
tail
Trixi ® Crazy Cock
Trixi ® Bolero
11
“
You’ll never have
shining eyes or be able
to laugh about yourself
if you’re always worried
about what could go
wrong. Have courage.
Get out there and live.
Just try it.
Photos: © opoija - Fotolia.com, Iakov Kalinin - Fotolia.com,
Zerbor - Fotolia.com, Oleksly Mark - Fotolia.com, Sven Sindt
REVIVAL OF THE CARNATION
A
dear old friend enjoys resurgent popularity.
When looking back on past decades – and
also into the present – the growing desire for
neo-retro styles is obvious.
12
RECARNATION
”
Gina Schöler,
German Ministry of Happiness
and Wellbeing
CROSSOVER WITHOUT LIMITS
If you want to stay ahead of the pack,
you first have to take a few steps back.
Without much sense for tradition, many
younger consumers today look to past
decades for inspiration. Their feeling
for life is expressed in a carefree,
colourful mix of Best-of-Before – across
all style boundaries. It’s all about
a yearning for warmth and a sense
of belonging in a high-tech world.
Whether sixties furniture, crocheted
cushions, vintage VW buses, macramé
planters or vinyl records: all over the
globe trendsetters revel in the beauty
of yesteryear. And also from the pool of
childhood memories, the carnation is
also experiencing a grand revival.
THE BASEBALLS – A LIFE ATTITUDE IN MUSIC
The story of this German rockabilly band begins in 2007
in Berlin. Their love of the music and lifestyle of the
1950s and 1960s draws the three band members together
from the first moment. But at the same time they also
want to reach young people with their music, so they
explore the idea of doing cover versions of pop songs,
interpreted with their own special twist. The result: instant
popularity. Because what this trio likes doing most is also
what thousands of fans like too. Their YouTube video of
Rihanna’s hit “Umbrella” has meanwhile been viewed
over 23 million times, the kick-off for this success story.
Their debut album “Strike!” sold nearly a million copies
off the cuff. From then on, everything they touch turns to
gold and platinum: 4x platinum in Finland, 2x platinum
in Switzerland, platinum in Sweden, Norway and the
Netherlands, gold in Germany, Austria and the UK! Their
live performances drive fans all over Europe wild. In the
late summer of 2016 their fifth studio album will come out.
Rock 'n' roll is alive!
Colores
Capitán
13
REVIVAL OF THE CARNATION
RECARNATION
Photos: © Sensay - Fotolia.com, iconogenic - Fotolia.com, Konstantinos Moraiti - Fotolia.com, Sven Sindt
1
THE RETAIL
+
+
Pillow
Potential: Around 30% of all plants are impulse purchases or gifts bought
to give on a special occasion. The renaissance of old favourites is a big trend for
consumers.
+
Target group: Consumers of all age groups, as gift or for personal use,
increasingly also young consumers with a penchant for retro trends.
+
Sales: Secondary placement with a special display, e.g. ‘Pink Kisses’ as a plant
& pot set or miniature.
+
Storage efficiency: Carnations also meet the demands of storage and
transport efficiency on all levels of retail.
+
Marketing: Some varieties year-round.
14
I
n today’s leisure cosmos, people are less
about rebellion than about everything that
gives them a feeling of belonging. Plants we
remember from Grandma’s house are a part of
a large pool of shared memories. And that
makes the pot carnation, which is a style icon
of a past era, so attractive to today’s trend­
setters. And yet, similar to the modern-day
record player, the modern carnation has also
become a high-tech product, thanks to cuttingedge cultivation techniques. Durable, long
flowering, easy-care and up-to-the-minute
flower colours – how can you not love them?
2
3
4
5
6
7
THE INDIVIDUAL CULTIVARS
1 Colores 'Sangre'
2 Colores 'Oro'
3 Colores 'Beso'
4 Colores 'Amor'
5 Colores 'Nieve'
6 Colores 'Dulce'
7 Colores 'Sol'
“It was actually a
coincidence that Sam,
Basti and I met at a
rehearsal studio in Berlin
in 2007. We immediately
recognized each other by
our style. We bonded
through rock ’n’ roll and
founded our band shortly after that. We wanted to reach
young people with our music. Our concept: we take good
songs and guide them to their real purpose, which is rock
’n’ roll. We’ve been extremely successful with this. The fun
we have with golden oldies, the mixing of past style
elements to make something new is something that
appeals to many fans – whether it’s a retro leather jacket
or even a cool carnation, it’s a perfect fit in today’s world.
FYI this summer our new album is coming out – we’re
calling it “HIT ME BABY…”. This time we merge an entire
music era in the 1950s and 1960s. Time to gel up your hair,
get your carnation on the table and rock!”
Digger Brans, The Baseballs
15
MEETING THE CONSUMER
Photo: © Tyler Olson - Fotolia.com
SOCIAL MEDIA
CUSTOMERS HAVE HIGH EXPECTATIONS
They want to be able to decide freely about
how and when they are informed about
new products. Through the consistent crossmedia orientation of all marketing activities,
everyone can have it their way. Social media
provides a welcome platform especially for
the younger generation, above all when they
want information about the latest trends.
Digital storytelling has the aim of increasing
awareness, expanding access to target
audiences and initiating a dialogue with
customers. On Facebook and YouTube
PinkKisses® is given a ‘human touch’ through
video animation, which connects with the
user on an emotional level. QR codes provide
easy access to these offerings.
“The PinkKisses® concept is a good example of how well
modern concepts can function – from the nursery to the end
consumer. With a strict, target group-oriented marketing
concept and a bunch of innovative ideas, which may
sometimes have a polarizing effect, we can draw attention
to our products and receive appreciation for them. Last but
not least, the huge success of our posts about PinkKisses®
on the Facebook page of the “Flowers - 1,000 Good
Reasons” initiative has shown that modern cross-media
marketing can generate a higher recognition value and
simply inspire the consumer. This benefits all levels of the
retail chain.”
Michael Hermes, Division Manager at Landgard
T
he PinkKisses® brand
becomes a member of the
digital trend community. A social
media campaign completes the
communication mix and generates
interaction with the consumer.
16
17
DAHOAM
Photos: © Jenny Sturm - Fotolia.com, Kzenon - Shutterstock
HOMELAND
A LAND IN ALPINE FEVER
Feeling at home anywhere in the
world, always connected to your
homeland. Tradition-minded denizens
manage the balancing act. Dirndl
dresses and lederhosen can meanwhile be found in closets from one
end of the country to the other. The
music of folk rockers such as Andreas
Gabalier connects generations of fans.
Wanderlust is an affliction shared by
all, alongside a penchant for genuine,
down-to-earth and grassroots things.
The market for homeland publications
is growing, with such magazines as
“Landlust”, “Landidee”, “mein schönes
Land” and “MUH” surpassing the
circulation quotas of established titles
like Gala and Focus. Homeland is more
than just house and home. It is a life
feeling that is somewhere between
the beloved scents of childhood and a
kind of warmth and security that can
only come from the existence of familiar
values.
“ ”
The whole world associates homeland
with an idyll. But home is not a place, it’s
a feeling you crave.
Stefan Strumbel, successful German pop artist
AlpeTunia® Soft Pink
I
n a globalized world it isn’t always easy to find
your inner compass. In the search for the promise
of comfort and safety, old customs and traditions
bring cultural identity.
18
Lilac Picotee, Lilac
Dark Vein
19
DAHOAM
HOMELAND
Exclusive
in specialty
shops and at Obi
in
2017
THE RETAIL
+
+
Potential: The AlpenGärtner concepts not only sell plants, but
also create a positive holiday feeling and unique storytelling, boost
brand confidence of consumers in regional and authentic products.
+
+
Sales: Premium plants excellently suited for later marketing.
Quality: Outstanding shelf life and sustainability for the consumer,
AlpeTunia® and pelargoniums are weatherproof, fast-growing and
extremely disease resistant.
+
Cross promotions: Ideal product for supporting classic retail
themes such as “Oktoberfest”, the “Bavarian Weeks”, etc.
DREAM BALCONY À LA BAVARIA
The style of Alpine gardens is anything
but small. Long cascades of flowers flow
down dramatically from chalet balconies
and luminous colours are resplendent
against the blue-and-white of sky. The
magic word is long-range impact, which
is achieved with germaniums and hardy
AlpeTunia® petunias. Mountain flair
can also be showcased at the POS with
long-range effect. We would be happy to
support you in developing a promotion of
your own.
Photo: © fotogestoeber - Fotolia.com
AlpeTunia® Dark Blue
Shopping list
Dalaya Suna
A
lpengärtner brings the homey flair of Alpine
landscapes to your balcony. Regardless of where
it is: Bremerhaven, Krefeld, Cottbus, Kassel or Bad
Tölz.
20
er White®
Pela rgonium G laci ®
Alpe Tunia ®
Petunia
Da laya
Dahl ia
Belleza®®
Gau ra
Luis Easy B lue
Gentiana
Meditation White
Echinacea
se®®
Pela rgoniumSun ri ®
tica ®
DianthusDian
Kitty Dark B lue
Festuca
ta®®
ArgyranthemumLa Ri
21
WILD LIFE
“The topic of sustainability
is gaining increasing
importance among the
population. The home
improvement and garden
industry has therefore been
actively supporting the
protection of bees and
sustainably produced plants
for the past two years. In a
mutual dialogue with plant
producers and retailers, the use of substances potentially
harmful for bees has been massively cut back and
pesticides that are harmful for bees have been taken off
the market. DIY and garden centres demonstrate their
sense of responsibility in many areas and their
commitment is constantly increasing. Such retailers have
significant potential at the interface with the consumer,
which must be used to advantage.”
THE RETAIL
+
+
HOMELAND
Potential: Natural gardens and environmental consciousness are hot
trends for consumers.
+
Target group: Families, consumers with a love of nature, but also classic DIY
hobbyists are open to this theme.
+
Cross-selling: Cross-selling: Range of balcony plants for enhancing protection
of bees and insects, topics relating to (wild) herbs as well as books and magazines
on these subjects. Jana Stange, Project Manager Environment,
BHB (German DIY retail association)
„
„
He who wants to increase his wealth,
should take the bees as an example.
They collect the honey, without
destroying the flowers.
Siddhartha Gautama
st
li
g
in
p
p
o
h
S
S
ustainability and back-to-nature
themes are becoming increasingly
important for many consumers. They
want to be ethically responsible and are
willing to support a good cause.
22
k
Sensation Pin
ea
c
a
in
ch
E
dcote Blue
Hi
la
u
d
Lavan
ead Dark Red
st
un
M
Sedum Marino Blue
Heliotrop
Dalaya
Dahlia
Belleza®
a
r
Gau
ao®
c
a
r
u
C
Lobelia
Mohave®
m
su
y
r
och
Xer
Eldoro®
Bidens
Blues®
a
en
b
Ver
Dalaya Shari
ECO ETHICS EN VOGUE
By now it is a well-known fact that we
would be lost without insect support.
For this reason, consumers are looking
for possibilities to foster these useful
little garden dwellers. Beekeeper
associations are also attracting
increasing numbers and beekeeping is
deemed the new yoga among bee
enthusiasts. The bee-friendly balcony
box is not only beautiful but also a
statement of nature. Bees hover around
dahlias and lavender while butterflies
flutter over to the wild sage.
Information on the tags provides the
consumers with guidance for choosing
bee-friendly plants and matching
combinations as well as giving them a
“good feeling”. After urban gardening,
urban beekeeping is now taking the
cities by storm.
23
FRIENDS & FAMILY
LIVING OUTDOORS
THE RETAIL
+
“In the
summer,
gardens in
Germany
are transformed into true open-air living spaces – to
the extent the weather god allows it,
everything from cooking to chilling takes
place outside. Rest and relaxation are
a central factor in the way we perceive
our gardens today, because at a time
when the influence of megatrends such
as urbanization and connectivity are so
great, a garden offers first and foremost
a retreat from the hectic pace of daily life
on the other side of your front door.” Anna Hackstein, press speaker for the
German Garden Industry Association (IVG)
+
Potential: Grilling and dining outdoors
are the biggest growth drivers in the German
garden market.
+
Target group: All garden owners, fans of
barbeque parties and people looking for a gift.
+
Positioning: The closely related barbeque
theme opens up the possibility of impulse
buying of gifts for future garden parties.
+
Marketing: Possible from spring to
autumn.
st
li
g
in
p
Shop
T
he garden has established itself
as the favourite place for
spending summer days. It is the
preferred meeting point for family
and friends and is gradually
becoming a green living room
in need of decoration.
24
Pink Kisses ®
FlowerPower ®
Dark Purple
25
Photo: © Daxiao Productions - Fotolia.com
®
Pillow
®
Dianthus
LaVela
la
de
Lavandu
Portogran
®
Portulaca
Trixi
®
3 in 1
Rozanne
Geranium
Maroccan
a
h
t
Men
Italian lumnar
re
a
lg
vu
Origanum
Greek Co ®
Basilicum Moonlight
ium
Pelargon ndrica Red Baron
yli
Imperata c
COLOUR CHANGE
CHRISTMAS
W
inter pastel eye-catcher. The trendy colours
captivate young consumers and show just how
wonderfully versatile poinsettias are.
Shades of pink
“ ”
Pastel pink has
a relaxed look.
A
s the harbinger of the Christmas festivities, the
red poinsettia is a traditional, decorative highlight. Available now in more colours than ever
before, this bestselling plant has growing potential.
26
Photo: © pogodina - Fotolia.com
Laurie Pressmann,
Vice President of the
Pantone Color Institute
WHITE CHRISTMAS GUARANTEED
Poinsettias now present themselves
in perfect white. In combination with
silver, they make a modern statement;
dressed up in gold they look especially
sophisticated. White as a colour has
a precious image and makes flowers
appear larger. Christmas has never
been so brilliant.
®
dian Red
Princettia In
C
hristmas comes in many
colours. Pink, rosé and
creamy pink are especially
popular among young
consumers.
Princettia® Pure White
27
COLOUR
CHANGE
WEIHNACHTSSTERNE
THE RETAIL
many changes to the cut
Potential: New colours appeal to
younger consumer groups, while red
varieties remain favourites of modern
consumers.
Communication: Wide-reaching
product advertising in the press supports
retailers.
Sales: Secondary placements with
off-the-shelf articles (e.g.
miniatures).
Sustainability: Certification creates
a basis of trust for consumers and
retailers.
flowers industry, for
example in Kenia, Ethiopia
and Ecuador. Environmental
standards are being implemented, while occupational
safety and working
conditions have improved.
The workers also profit from
the additional FAIRTRADE
Photo: TransFair e.V. / Rainer Holz
+
“Fairtrade has brought
bonus. We also want these standards for our plant
production staff as well as safety in the workplace, codetermination and union freedom. That is why we are
+
CHRISTMAS
+
+
+
hoping for a successful second Christmas season for
fairtrade poinsettias on the German market.”
Dieter Overath, Managing Director, TransFair e.V.
Per Klemm / Fe
elings
C
hristmas joy also means the joy of sharing.
International companies have special
social responsibilities. Selecta one takes its
responsibility for people and the environment
very seriously – no matter where in the world
the company is active.
28
Christmas shoots produced by workers on fair
trade farms in Africa and cultivated in Germany.
More information at www.fairtrade-deutschland.de
Wonder
FAIR AND SUSTAINABLE AS A MATTER OF COURSE
Sustainability means maintaining a balance between humans, the environment and the economy. A decisive factor for consumers and trade, as flowers
and plants can provide more enjoyment if they are grown under consideration
of the needs of both humans and nature. Social responsibility and the sensible
use of resources have long been among the basic values at the family-operated
SELECTA ONE organization. So we are proud to be able to document this with
our commitment to fair trade. Our production location for poinsettias in Uganda
has now achieved FAIRTRADE certification. 80% of German consumers are familiar
with the FAIRTRADE seal of approval – the most well-known certification system
sustained production in the world.
29
SELECTA ONE FOR YOU
OUR SERVICE
SELECTA MARKETING
+
+
Photography: Whether product photos, a macro shot or
ambience, we provide you with picture material for all the plant
varieties in our range. You can download any pictures you need in
the download area of our website. Or if you have special wishes,
our in-house photographer would be happy to help.
+
Texts: We will be glad to provide you with detailed descriptions of any of the plants we breed. One focus of our work is on
creating press releases, information and advertising texts.
+
Translations: One great strength of our marketing team is
their multi-lingual skills. We also write and translate texts in
English, Dutch, Spanish and French.
+
Layouts: If you need flyers, posters or other layouts, our team
of trained graphic artists will support you with everything down to
the printing of your marketing material.
+
Concepts: Are you interested in a customized concept with
Selecta plants? We can develop individually-tailored measures
for you.
Get in touch with us at [email protected]
A small selection of
our references
F
or us, service goes much further than just
passing on plants. It is our aim to support our
customers with customized solutions and help
promote their sales – even beyond the bounds of
trade. Give us a challenge!
30
You can find a large selection of
product and ambience photos in the
download area of our website at
www.selectaworld.com!
31
WE LOVE TO GROW
Selecta Klemm GmbH & Co. KG
Hanfäcker 10 · 70378 Stuttgart · Germany
Tel: +49 (0) 711-95 32 5-0
Fax: +49 (0) 711-95 32 5-240
E-Mail: [email protected]