MOSCOW, Russia: No better way to welcome spring than a show of flowers. Marketing consulting companies JustChrys and Sobolj can look back on a very successful promotion to support sales and drive awareness of Dutch chrysanthemums among Russian consumers. For one week in May, Dutch Chrysanthemums took over the womenswear section of Russia’s most famous department store GUM.
Dutch Chrysanthemums have proved themselves popular with Russian consumers for many years. Basically, they are present everywhere and anywhere: metro kiosks, flower stalls, grocery stores and florist shops. As such Russians tend to see them as an everyday flower, somewhat unimaginative and mainstream.
To turn the tide, JustChrys and Sobolj teamed up with Russia’s most fashionable department store where floral artist, Paul Gordenko prepared some awesome, high-end Chrysanthemum arrangements that wowed the shopping crowds.
The trendy Chrysanthemums also played a prominent role in a smart sales promotion with GUM customers being offered free mini Chrysanthemum bouquets. Perfectly in line with the latest fashion trends of course…
GUM reported a 30% increase in turnover thanks to this sales promotion, an example which was quickly followed by other department stores in Russia.
This month GUM sets the stage for another flower event: Moscow’s annual Flower Festival which saw the façade and central walkways of the historic shopping mall facing Red Square explode in all colours of the rainbow with over 580,000 annuals as absolute show stopper.
The flower festival also hosts 30 model gardens of all types that will display surprising plant combinations in the Muzeon Park, just across the street from Gorky Park.
GUM Department Store. 3 Red Square, 3. Metro Ploshchad Revolyutsii. The Festival runs through July 29. 10:00 am —11:00 pm. www.gum.ru