Flower breeder Deliflor Chrysanthemums has announced a first for the flower industry by launching an online loyalty scheme for the cut flower market.
By saving up “Deliflorins”, exporters, importers and florists from all over Europe can save up to claim prizes. New chrysanthemum varieties supplied to the Dutch flower auctions will include promotional codes on their packaging that can be saved up and redeemed via the “Deliflorins” website.
Every year, Deliflor introduces 15 to 20 new chrysanthemums and this loyalty scheme is aimed at making these known to the chain between grower and consumer much sooner.
On the www.deliflor.nl/deliflorins web site, customers can create a profile and add promotional codes to their “digital stamp book”. Each different variety of chrysanthemum will come with a different code and, by entering as little as five different codes into the site, users can receive a free gift. Additional prizes will also be raffled among the participants.
Unique codes can already be found on the packaging of five new chrysanthemum varieties: Baltica Yellow, Desire, Pantheon, Fortune and Dante – and will be available over a 20-week period. New varieties will be added to the loyalty programme on a regular basis.
Communication with florists is a well-known bottleneck when it comes to the success of new chrysanthemum varieties. It often takes a long time for florists in the whole of Europe to find out about the availability of new products - which does not help the new variety's chance of success. Deliflorins was developed for bringing new varieties to people's attention much quicker, thus allowing market demand to get going much quicker and increasing the chance of success. This way, the entire chain will be able to benefit from new chrysanthemum varieties for a much longer period.
Deliflor is one of the largest chrysanthemum breeders in the world. In the Netherlands, the flower auctions have around 70 different Deliflor chrysanthemum varieties available every week.
For more information about Deliflorins or Deliflor Chrysanthemums please contact Stefan de Hoog, product manager Deliflor. Tel. +31 174 526 200
