Online sales of garden plants require
reliable logistics
Viherpeukalot is Finland’s largest store for distance selling of garden plants. Established in the mid-1980s, the
company was initially a wholesaler, but launched its mail
order garden plant business in 1991. The first decade of
the 2000s was the period of strongest growth for the
company’s online business. After its initial spurt, growth
has continued in smaller steps.
“Viherpeukalot has always received good co-operation from Matkahuolto parcel services,” says Kimmo
Hirvonen, of Viherpeukalot. For our wholesale operation, Matkahuolto has taken care of the deliveries for a
long time, and for our private customers, Matkahuolto
deliveries began in 2005.
“Our customers can choose the method of delivery that
suits them best. At first, Matkahuolto deliveries were not
that popular, but ever since pick-up points were opened
at the Siwa and Valintatalo grocery shops, the use of
Matkahuolto has rocketed,” says Hirvonen.
Plant deliveries need sturdy packaging and
soft hands
“As a rule, we deliver products when their planting
season is ideal. A customer may order a fruit tree in
January, but we won’t deliver it until the right time. We
monitor the snow situation and aim to deliver as soon as
they can be planted,” says Hirvonen.
When a product is ready for delivery, it is packed as near
as possible to the delivery date, to minimise the time in
the packaging.
“Our operations are very time-sensitive. Products to
be packaged are kept in ideal temperatures. During the
delivery process, temperature is difficult to control, but
that is not a problem, as deliveries are rapid. Usually, the
plant is with its new owner the next day.”
Notice of delivery saves undue wait
It is also vital for the wellbeing of delicate plants that customers pick them up as soon as possible. A Matkahuolto
package can be tracked online and when it arrives at
the pick-up point, Matkahuolto notifies the customer by
text message.
Viherpeukalot mainly delivers plants and bulbs to its
customers. Delicate plants must be packed carefully.
Viherpeukalot has put in a lot of effort to develop and
improve the packaging, and customers now receive
their plants in specifically tailored packaging. In addition
to the right type of packaging, the entire logistics chain
is crucial.
“To be certain, we also send customers an e-mail as well
as text message notification. The customer can then
pick up the package from the location of their choice.
Customers have two weeks to pick up the plant, which is
a dangerously long period for us. That is why it is really
important that the notifications are sent to customers
promptly,” Hirvonen says.
“The great thing about Matkahuolto deliveries is that
these deliveries are not sorted by machines. The quality
of the plants stays intact when packages are handled by
hand,” Hirvonen says.
In addition to picking up the plant from a pick-up point,
customers can also opt for home delivery. Viherpeukalot
has received highly positive feedback for its online store
and deliveries. The volume of online sales has increased
significantly since customers have become more aware
of the possibility of buying plants online.
Viherpeukalot uses three of the most popular
Matkahuolto delivery services, Near Parcel, Bus Parcel
and Delivery Parcel.
“Customers choose the service depending on their access to the pick-up points. Things are made easy for
Matkahuolto, because the customer chooses the pick-up
point at the same time as placing the order” Hirvonen
says.
The Viherpeukalo selection includes a wide range of
garden products but the most popular products are
the plants. The largest plants delivered are trees that
may be as tall as 1.5 meters. Garden plant sales are heavily seasonal. The busiest season is in April and May,
when up to 65 percent of all orders are placed. During
the peak season, deliveries go out twice every weekday.
Timing is crucial with delicate plants.
“With improved packaging and logistics we are able to
deliver plants so that they reach the customers in the
same perfect condition as they leave the garden centre.
This is essential for customer satisfaction and retention,” Hirvonen says.
According to him, co-operation with Matkahuolto has
boosted online sales. He finds that competition in parcel
services has improved the overall quality. Viherpeukalot
is particularly happy with the personal customer service
that Matkahuolto offers.
“From a business perspective, Matkahuolto handles
problem situations in an exemplary manner. They are
very prompt in their response. That is something every
company should take note of.”