The strength and convenience of a large company

'GroenRijk is the authority par excellence in green. GroenRijk represents knowledge and inspiration. GroenRijk wants to share this with you. In short, GroenRijk “Weet wat er leeft” '

In the Netherlands, nearly 50 garden centres use the “GroenRijk, Weet wat er leeft” franchise formula. Within the formula, use is made of the uniform GroenRijk corporate style and the purchasing, promotional, advisory and marketing facilities that are offered. The formula can possibly also be offered to garden centres in Belgium that have Dutch as their working language.

Promotion and marketing
Rural promotional demonstrations
In 2011, the following rural promotional demonstrations, among others, are planned, in which all GroenRijk garden centres will participate.

• 15-20 brochures 
• Plus packet: 5 extra brochures 
• Weekly advertisements 
• Major advertisements 
• Advertisement counter: support with local promotional activities, including advertisements at cost price 
• Events & joint promotions 
• Website www.groenrijk.nl with own page for each branch 
• Newsletters

In-store promotional demonstrations
As of late 2008, there is a modernised logo and a contemporary pay-off. It all focuses on inspiration and experience on the shop floor.

In-store promotional materials 

• Own brands 
• Unique sales concepts 
• Contemporary plan for section covings 
• Enrichment of the 5 domains within GroenRijk

Advice

• Professional support in the area of shop experience and routing 
• 6 half-days of business advice tailored to GroenRijk advisors 
• Mystery shopping 
• Protected section 
• Access to an extensive image database

André: A GroenRijk operator in Brabant has maximised his use of floor space and also added a product assortment.
This entrepreneur was faced with two issues. Upon analysis it appeared that the share of turnover of the decorative department was trailing behind. This was explained by the lack of space and the consequently limited product assortment. Even the by-products in the cold frame were trailing behind somewhat in terms of turnover. And finally there was a desire to add garden furniture to the range.

Together with the entrepreneur, the assortment and the corresponding use of space in the garden and pond departments were analysed and then adjusted. The available floor space was reassigned between the two departments. As a result of the routing process, garden furniture was given space in the cold frame, freeing up space in the greenhouse for an expansion of the decorative department.

Routing was tackled in the cold frame, affecting the presentation of the complementary border assortment. The border assortment came better to the fore as a result of the new presentation, increasing its visual appeal and thereby boosting turnover. By adapting routing and presentation, space was also created for presentation of a garden furniture range.

The result of all this is visible on several fronts. The turnover for the decorative department is rising, and the storage volume for garden furniture and pond accessories is noticeably smaller. The turnover for the border assortment is going up thanks to its greater visual appeal and there is now space for selling garden furniture.