Dutch retailer Jumbo launched a new 'weekend florist' campaign in five of its stores last week, in the cities of Alkmaar, Papendrecht, Utrecht, Delft and Baarn.
Under the new initiative, specially-trained Jumbo staff are on hand on Fridays and Saturdays to advise customers about flowers, which can be arranged and bound into bouquets for the customer.
The retailer says that its customer research reveals that the sale of flowers in the supermarket is really appreciated.
Flower Power
“At Jumbo we want to outweigh expectations and we look forward to opportunities to go one step further for our customer," said Ed van dew Weerd, director of commerce at Jumbo.
"From this endeavour, we launched a pilot at the end of 2016, in which self-service flower units were staffed on weekends. This service was greatly appreciated by the customer and will be rolled out further this year.”
Sixty Jumbo supermarkets have signed up to the initiative so far, and another 40 stores are expected to follow by the first quarter of 2018.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine
