Green Retail: Sales and Beyond

For the sixth time, the "FlowersExpo" International Exhibition hosted the Russian Green Retail Conference—an event specifically designed and organized for professionals in the home and garden market. Its primary focus remains on garden centers and their suppliers.

This year’s program was carefully balanced to address the most pressing issues in the green market segment and practical solutions for them. The chosen format—a lively open discussion where everyone had a voice—perfectly aligned with the event's goals: not only to acquire new insights but also to share hands-on experience and receive feedback from peers and industry experts.

A packed house at a paid event is a strong testament to its popularity. Nevertheless, every participant had their own compelling reasons to step away from the busy exhibition floor for an entire day to focus on this single event. Why did they do it? Here’s what they had to say.

Lyudmila BORISOVA, Director of "Aprel" Garden Center, Obninsk I don’t regret attending Green Retail for a second. On one hand, some of the topics weren't entirely new to us, but on the other, seeing all that vital information brought together provided a powerful catalyst for action. I believe such events are essential. In fact, we realized this after last year's conference, which is why we didn't hesitate to register again.

To be fair, there was plenty of fresh insight as well. For instance, the statistics on garden center performance—data that is usually hard to find—were practically handed to us on a silver platter. I took away several key pieces of advice. First: we must always think in terms of data; the numbers point the way to the right decisions. Second: ongoing staff development, such as regular training. Of course, when walking through our own garden center, we notice issues and address them on the fly, but that isn't a strategy. This work must be systematic, not just a series of "quick fixes" or impromptu remarks. Another takeaway was the need to rotate banners and refresh the layout of our "active zones" at least once a month. We do this much less frequently, and I now realize that needs to change. After all, these zones feature living plants that change daily. Once they stop blooming or lose their visual appeal, they must be replaced with something more striking. These updates should be frequent.

Sales management was another eye-opener. For example, we currently lack KPIs for sales staff and a customer loyalty program. I now see this as a missed opportunity, and we are going to fix that. We will definitely be back for Green Retail next year.

Vera GLUKHOVA, "Vera Glukhova Garden Center and Nursery", Samara I have no doubt that Green Retail is more than just interesting—it is incredibly beneficial for everyone in the green business, whether you are just starting out or are a seasoned veteran. It's fascinating to hear the experience shared so generously by colleagues, while simultaneously measuring it against your own business—seeing what you've already implemented and what still needs work. In the daily grind, it’s easy to overlook "obvious" nuances, and this event serves as a timely reminder. It’s a chance to "sync watches" and ensure you’re moving in the right direction. If not, these reminders help you pivot back toward success.

For our company, the takeaway was the need for even more focus on staff training; our managers are on the front lines with customers every day. A single wrong word or look can leave a customer dissatisfied, leading them to walk away empty-handed—which undermines the work of the entire company. The analytics were also invaluable, providing a clear breakdown of 2024-2025 and an equally clear forecast for 2026.

It’s great to see that this conference evolves every year, tailoring its program to current market realities. Out of the three-day exhibition, I spent a full day here and don’t regret it for a moment. I’ll be back next year. To those who haven't attended yet: you are missing out. We shouldn't think we’re so "great" that we don't need advice. Continuous learning is what allows us to discover new methods and, quite simply, understand our true standing in the market.

Natalya SOLOVYEVA, "Landscape Design" Garden Center and Nursery The value of this conference is incredible. We discussed seemingly simple, obvious things—the kind you often overlook in the heat of daily operations. Topics ranged from the importance of a salesperson’s smile at the entrance to smart shelf placement and strategic inventory selection. What mattered most was the format—a true dialogue between the speakers and the audience. It was highly constructive, filled with practical, easily implementable advice already battle-tested by our colleagues. In fact, I’ve filled almost an entire notebook with key takeaways.

Since I handle advertising for our company, the advice on promotions was particularly relevant. I used to think that discounts and loyalty schemes were the primary drivers of sales. However, hearing from colleagues, I learned that a smart information policy works just as well. We need to explain the value customers get from the plants—showing them how to use them in their own gardens and solving their specific landscaping problems. It’s about focusing on long-term benefits rather than just an immediate bargain. This useful information should be used during consultations and even reflected on the packaging, whether for plants or complementary products. As it turns out, relying solely on promotions to attract customers is becoming a secondary strategy.

Another great tip was that every garden center needs its own "signature feature." For example, ice cream freezers near the checkout—it’s a comfort for the customer and a clear profit for the center. Or offering cut flowers, so a customer can buy shrubs for their garden and a bouquet for their family in one stop.

Stanislav KAZAKOV, Managing Partner at BIG TIME RETAIL, Executive MBA Speaker at MIRBIS The green business usually starts with production, but there is a significant shortage of tools for professional sales, marketing, and overall business management. While APPM (Association of Producers of Planting Material) is the place to learn about growing, Green Retail is where you go to learn how to manage a business that sells those plants effectively.

This year, we increased our focus on digital technology and a constructive exchange of experience between different market players. We aimed to ensure that value came not just from the speakers, but from the attendees themselves—sharing their "recipes," life hacks, successes, and failures.Next year, we will refresh the conference concept once again, introducing a brand-new program that will be informative and valuable for everyone in the market.