Schrauwen-Moerings conifer nursery uses family garden to show planting ideas

The Dutch hardy nursery Boonen Van der Heijden's marketing group Simply Green has launched a unique labelling and point-of-sale strategy to encourage consumers to buy more plants in one go.

Six and four-pack trays of ground cover plants have been kitted out with a handle, similar in style to that on a six-pack of canned beer, that doubles up as a label, while eye-catching posters with young, attractive gardeners holding the packs have been created for garden centre displays.

Launched at this year's IPM in Germany, Simply Green's Ruud Eijkenboom said of the idea: "This is unique - the concept is new and we make different varieties. There are different concepts for climbing plants and for water plants, too.

"Shrubs come in a six-pack in Holland and we have made a concept - the handle does not come loose from the six pack. It's very important that the customer has the feeling that it's not falling down to the ground."

He added: "I think with the sixand four-packs, the customer takes six or four plants at one time, rather than only one plant - it encourages people to buy more.

"It's going more and more to the UK and Ireland - they are interested in the four-pack because of the price, which they can leave below the £5 mark."


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