5th International BHB-Garden Centre Retailing

Conference2009

The top international conference of the year for the gardening and leisure industry!

❯ Gardening centres in the past, today and in the future

❯ attracting and inspiring customers with new products

❯ the impact of the economic crisis on the gardening trade

❯ Online trends for gardening shops and centres

❯ Green retailing

❯ International success stories

Top subjects

Gardening will always be “in season”!

Trends, Inspirations and Challenges

Seizing opportunitiesat times of crisis!

May 25th/26th 2009 at the Dorint Hotel Sanssouci in Berlin-PotsdamHosted by With support of Organisation and management Media partners Sponsored by

Bundesverband Deutscher Heimwerker-,Bau- und Gartenfachmärkte e.V.

Das Beste geben. Seit 90 Jahren!

David Domoneyrenowned gardeningjournalist and TV-presen-ter, Full Member of theInstitute of Horticulture,Kineton/UK

Ernest WertheimGarden and landscapedesigner; American gardening guru, USA

Torsten KreftHead of category management Garden & Leisure, ZEUS Zentrale für Einkauf und ServiceGmbH & Co. KG

Joachim van WahdenHead of E-Commerce atbaumarkt direkt GmbH &Co. KG, a joint venture ofOTTO and hagebau

Prof. Dr. Norbert BolzProfessor of media studies, Head of depart-ment, Chair of the exami-nation board for mediaconsulting, TU Berlin

Senator h.c. Helmut AurenzCompany founder, ASB-Grünland Helmut Aurenz GmbH

Michaela AurenzManaging director,ASB-Grünland Helmut Aurenz GmbH

I n v i t a t i o n

from 5:00 pm

from 7:00 pm

Early check-in available

Informal “Get-together” for all participants arriving onSunday, in the bar of the Dorint-Hotel in Potsdam. Whilst enjoying asmall buffet, you will have the chance to meet up with other partici-pants and get attuned to two exciting days at the conference.

P r e - c o n f e r e n c e

Sunday, Mai 24th 2009

5th International BHB Garden Centre Retailing Conference 2009

Georg Rothacher

Dear Colleagues,

Springtime is the peak season for gar-dening centres and shops. This won’tbe any different this year, regardless of the loud and insistent chatter sum-moning up a world economic crisis.

Certainly, Germany is entangled in theglobal recession, and for the “worldexport champion”, the consequencesof the cooling world wide economicclimate will be particularly severe. Butthis does not necessarily imply thatprivate consumption within Germanywill collapse or that there will be anopen-ended consumer boycott.

Flowers and greenery enhance people’s lives, and to many, a gardenprovides a degree of recreation andrelaxation they will not want to gowithout – especially now. Thosewithout a garden will make them-selves comfortable on their balcony, perhaps under a parasol and amongstsome select outdoor furniture.

We all have more time on hand, andthis needs to be put to good use. Eventhough consumers seem to be shyingaway from larger investments, theoverall buying mood was quite accep-table, at the beginning of this year. Backed by our product ranges, it is upto us to make our customers a convin-cing offer on how to turn their homes,their balconies and their gardens intoan individually designed and more pleasant place.

Rather than constantly mutteringabout the crisis, let’s instead talkabout the potential which lies withinthe gardening and leisure industry.After all, gardening has not lost any of its fascination, quite the contrary. Surveys prove that 94% of all gardenowners claim to enjoy, or to very muchenjoy spending time in their gardens.Nothing will keep these people frominvesting into the place they so muchcherish and love. This view is sharedby the specialists from the BBE RetailExperts in Cologne.

Here’s the result from another study:Following some weaker years, the gardening industry will gain momen-tum and increase its market volume by another 4%, from 2009 to 2013. We will be presenting the results from more current surveys and stu-dies, during the BHB Garden CentreRetailing Conference.

The BHB Garden Centre Retailing Conference is intended as a meetingplace for the entire gardening and lei-sure industry. We are set to presentingyou the newest strategies, conceptsand solutions for the “Garden Centreof the Future” and look forward tomeeting you on the 25th and 26th ofMay, in Potsdam.

Best regards!

Georg RothacherPresident, Federal Association of German DIY Stores and Garden Centres(BHB e.V.)

Gardening will always be “in season”!

Trends, Inspirations and Challenges

Seizing opportunitiesat times of crisis!

A g e n d a

Day 1 – Monday, May 25th 2009

9:00 am

9:15 am

9:30 am

10:50 am

10:10 am

2:00 pm

2:30 pm

3:15 pm

4:00 pm

4:40 pm

5:30 pm

7:00 pm

11:30 am

12:45 pm

Opening of the exhibition “GardenWorld 2009”

Miller’s living space – gardeningA one-of-a-kind concept for displaying different living spaces on one shopfloor – exciting, stylish and inspiring – from the draft idea to implementation❯ Orientated towards target groups and scenes

❯ Concepts for floor allocation and composition

❯ Dynamic and structured product assortments

Danie l Schnödt , Member of the examinat ion board at the DIHKDepartment of Marke¬t ing, author and author i ty on market t rends,Bus iness Consu l tant , TeamSc io Unternehmensberatung

A strong brand at times of crisis – how a good brand name can protect a business company

❯ How you can benefit from your brand, right now

❯ How to improve your brand’s attractive power

❯ Changes induced by the crisis – and how to turn them to advantage

Klaus-Dieter Koch, Managing Par tner, Brand:Trust GmbH

Networking and coffee break

Chain stores vs the creation of identity in the gardening sector – an argumentDr. Joach im Bengelsdor f, Ch ie f Ed i tor, D IY Branchenmagaz in , Dähne Ver lag GmbH and Dr. Gerd Mül le r-van Ißem, Assoc iat ion Di rector, Indust r ieverband Garten e.V.

International Interview: Garden Centre Design – in the past, today and in the future

❯ BHB managing director John W. Herbert interviews Ernest Wertheim, one of the world’s most important garden centre experts, und asks himabout his 55 years of trade experience and his future projects in the US and in Europe.

Ernest Werthe im, Garden and landscape des igner ; Amer ican gardening guru, USA

Special event❯ Wladimir Kaminer, Germany's most successful

humorous author, recites from his latest book. In his inimitable style, he describes the pleasures of allotment gardening – the world of bee-keeping and fruit-growing.

Join the Party!At the end of our first, exciting conference day, your hosts would like to invite you to a party at the “Biosphäre Potsdam”. Enjoy the venue’s exoticatmosphere and use this occasion for socializing and for an exchange of ideas with colleagues and guest speakers.

Chaired byJohn W. Herber t , Managing Di rector, Federa l Assoc iat ion of German DIY Stores and Garden Centres (BHB e.V. )

Official conference opening and presentation of the conference programmeJohn W. Herber t , Managing Di rector, Federa l Assoc iat ion of German DIY Stores and Garden Centres (BHB e.V. )

Welcome note by the president of the BHB Georg Rothacher, President, Federal Association of German DIY Stores and Garden Centres (BHB e.V.)

New study: Germany’s gardening sector – light and dark in a leisure-industry’s El Dorado❯ The market from the buyer’s perspective

❯ The history and current state of selected formats, on the seller’s side

❯ The impact of the economic and financial crisis on the future of the gardening sector

❯ Predictions on the development of market volumes and distribution channels

Dr. Horst Brandenburg, Freelance Senior Management Consultant specialising in building construction, DIY and gardening, BBE RETAIL EXPERTS

Field report: Opportunities for growth in the gardening and leisure industry – as seen by ZEUS❯ Opportunities for ZEUS, in the gardening and leisure industry

❯ Prospects for international purchasing

❯ Prospects for own and foreign brands

❯ Development perspectives for ZEUS

Tors ten Kref t , Head of Category Management Garden & Le isure, ZEUS Zent ra le für E inkauf und Serv ice GmbH & Co. KG

Networking and coffee break

The old, the young, or who?!❯ Positioning – What are the target groups important for you?

❯ Potentials – What are your (aspired) customers’ core needs?

❯ Performance – How well are home and garden centres satisfying their customers’ core needs?

❯ Prognosis – What impact will business trends and the economic crisis have on the gardening industry?

Ol iver Schmitz , D iv i s ion Manager & Internat iona l Category Manager, GfK L iv ing

International Keynote: In the current economicclimate it is more im por tant than ever to enticecustomers to spend, and to ensure that the experience of shopping is much more than a transaction at the tillsThe art of “Retail Theatre”:

❯ Creative tactics to hold customers in store for longer

❯ Steps to increase unit sales

❯ Effective ways to enhance sales of superior products

❯ Maximising opportunities of promoting the store through word-of-mouth

❯ Achieving maximum impact with minimum outlay

David Domoney, renowned gardening journa l i s t , TV-presenter andGarden Reta i l Cor respondent , GB

Lunch break

12:00 am

11:00 am

10:20 am

12:00 am

1:00 pm

2:30 pm

A very special garden centre: Don’t tell me howcheap, but how good you are …

❯ Moving from wholesale to retail trade

❯ The workforce as an important asset

❯ The future is the goal – securing the business withlong-term strategies

❯ It’s better to create than to copy

Viktor Märcz , Managing Par tner, Sunf lower GmbH

Official end of conference and farewell speechby the chairman

Lunch break, networkingThis concludes the 5th international BHB-Garden Centre RetailingConference 2009

A g e n d a

Day 2 – Tuesday, May 26th 2009

9:00 am

9:40 am

11:30 am

Chaired byJohn W. Herber t , Managing Di rector, Federa l Assoc iat ion of German DIY Stores and Garden Centres (BHB e.V. )

Keynote: 50 years of company history –growth is our strength❯ Inception and company success: ASB-Grünland

❯ Growth and internationalisation

❯ Changes in the market

❯ Outlook on future developments

Senator h .c . He lmut Aurenz, Company Founder, and Michae la Aurenz, Managing Di rector, ASB-Grünland Helmut Aurenz GmbH

What customers are expecting from the trade in the 21st century❯ Values instead of pricing

❯ Successful products need to have a spiritual quality

❯ The customer IS the product

❯ “Egonomics” instead of economics – It’s all about the good life!

❯ “Cocooning” in the green – the garden as a pastime paradise

Prof. Dr. Norber t Bo lz , Professor o f media s tud ies, Head of Department , cha i r o f the examinat ion board for media consu l t ing, TU Ber l in

Networking and coffee break

Online-marketing for garden centres – what is thecurrent situation, what should it rather be and what does the future hold in store?

❯ What is online-marketing “done right”?

❯ What is the cost of online-marketing compared to traditional types of promotion (billboards, TV etc.)?

❯ What will online-marketing achieve, what can’t it do?

❯ How does the combination of online und offline work?

❯ What about the future? – Social media networks, mobile etc.

Heiko Ecker t , Onl ine-market ing evangel i s t /S t rateg ic Consu l tant , B igmouth Media

Field report: success factors in DIY/garden multi -channel trading - using the example of hagebau.de❯ The Interaction of distribution channels

❯ The significance of Web 2.0

Joach im van Wahden, Head of E-Commerce at baumarkt d i rekt GmbH & Co. KG, a jo int venture of OTTO and hagebau

G u e s t S p e a k e r s

Presentations in Potsdam will be held by:

Das Beste geben. Seit 90 Jahren!

Georg RothacherPresident, FederalAssociation of German DIY Stores and Garden Cen-tres (BHB e.V.)

John W. HerbertManaging Director,Federal Associa-tion of German DIYStores and GardenCentres (BHB e.V.),Cologne

Dr. Horst BrandenburgFreelance SeniorManagement Con-sultant speciali-sing in buildingconstruction, DIYand gardening,BBE RETAILEXPERTS

Torsten KreftHead of CategoryManagementGarden & Leisu-re, ZEUS Zentralefür Einkauf undService GmbH &Co. KG

David Domoneyrenowned garde-ning journalist andTV-presenter, Full Member ofthe Institute ofHorticulture, Kineton/UK

Viktor MärczManaging Part-ner, SunflowerGmbH

Klaus-DieterKochManaging Part-ner, Brand:TrustGmbH

Dr. JoachimBengelsdorfChief Editor, DIYBranchenmaga-zin, Dähne Verlag GmbH

Dr. Gerd Müller-van IßemAssociation Direc-tor, Industriever-band Garten e.V.

Ernest Wertheim Garden and lands-cape designer;American garde-ning guru, USA

Senator h.c. Helmut AurenzCompany Foun-der, ASB-Grün-land HelmutAurenz GmbH

Michaela AurenzManaging Director,ASB-Grünland Hel-mut Aurenz GmbH

Prof. Dr. Norbert BolzProfessor ofmedia studies,Head of Depart-ment, chair of theexamination boardfor media consul-ting, TU Berlin

Oliver SchmitzDivision Manager & InternationalCategory Manager,GfK Living

Heiko EckertOnline-marketingevangelist/Stra-tegy Consultant,Bigmouth Media

Joachim van WahdenHead of E-Com-merce at bau-markt direktGmbH & Co. KG,a joint venture of OTTO andhagebau

Daniel SchnödtMember of the examination board at the DIHK depart-ment of marketing,author and autho-rity on markettrends, BusinessConsultant, TeamScio Unter-nehmensberatung

For over 90 years, Floragard has successfully worked in developing,manufacturing and distributing specialized substrates and potting soils.This level of experience has resulted in a brand name which stands forquality, product diversity and a rapid turnover of merchandise. More than 50 years of COMPO. Combining tradition and innovation, this company

from Münster, Germany, has developed into a European market leader and a global player. Since 1956, the brand COMPO SANA is perceived as the epitome of potting soils. During the following decades, the company has continuallyexpanded and today is considered a prime supplier for potting soils, fertilizersand plant protection products. With its two divisions serving “Consumer” and“Expert” customers, COMPO boasts a broad product portfolio: Unit packages forthe use around the house and garden are available just as bulk packages forcommercial use in target segments such as cultivation of ornamental plants, tree nurseries, greenhouse farming, public green spaces and golf courses.

O u r s p o n s o r s

Exhibition ”GardenWorld 2009”The “GardenWorld 2009” will take place parallel to the 5th International BHB Garden Centre Retailing Conference. Top suppliers and service providers will be presenting their new products and solutions here to help you achieve greater market success.

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Fax registration

+49/(0)69/2424-4799Yes, please register me/us for the 5th International Garden Centre Retailing Conference

on 25th-26th May 2009 (€ 1,190,– + VAT).

Yes, I am/we are BHB members and claim the BHB discount in the amount of € 200,–.

Yes, I am/we wish to participate as a sponsor at the 5th International BHB Garden Centre Retailing Conference. Please send me/us information, with no further obligation.

Yes, I am/we are interested in participating as exhibitors at “GardenWorld 2009”.

Please send me/us information, with no further obligation.

Surname / first name

Position / company

Street

Postal code / city

Phone / fax email ( I hereby express my permission for further information about this

Surname / first name

Position / company

Street

Postal code / city

Phone / fax email ( I hereby express my permission for further information about this

Surname / first name

Position / company

Street

Postal code / city

Phone / fax email ( I hereby express my permission for further information about this

Date / signature company stamp

Please register:By fax: +49/(0)69-2424-4799By phone: +49/(0)69-2424-4770By post: B+P Management Forum GmbH

Eschersheimer Landstr. 50D-60322 Frankfurt am Main

By email: info@managementforum.comOn the internet: www.managementforum.com

Time and place:25th/26th May 2009 Dorint Hotel Sanssouci Berlin-Potsdam

Jägerallee 20D-14469 Potsdam

Phone: +49/(0)331/274-9032 (Reservations)Fax: +49/(0)331/274-1000

Single room: 114,– € + breakfast 18,– €

Room reservations:As the host site to the event, the hotel has blocked off a contingency of rooms for congress visitors.Please feel free to take advantage of this offer by calling the hotel's reservation department directly.Please mention the event being organised by Management Forum.

Conference fee/Registration conditions:Please fill in the registration according the form on the left. The fee for the two-day congress is total € 1,190,– + VAT. We will give a 15% discount on the fee for the third (or more) participant(s) from thesame company. Entry to the congress can only be allowed if the fee has been paid in a timely mannerprior to the start of the congress. The congress fee includes the price of drinks, lunch and the eveningfestivities.

Registration:Please fill in the registration form on the left and return it to Management Forum. We will confirm yourregistration in writing a.s.a.p. We will charge a processing fee in the amount of € 50,– + VAT per per-son for cancellations, presuming the cancellation is received in writing by Management Forum nolater than 23th April 2009. No refund will be provided for no-shows at the congress or cancellationsafter 23th April 2009. Registration data are transferable to another person, however. The organisersreserve the right to change the speakers and/or topics.

Prime reasons to take part as a

sponsor and exhibitor:

❯ NetworkTop decision-makers from the retail andindus try will be on hand at this high-calibre event.

❯ Profile buildingSponsorship means the public display of your logo and corporateprofile in the congress brochures, leading to a targeted increase inyour name recognition even before the event begins.

❯ EffektivenessAvoid wastage from non-selective advertising bymaking personal contact with potential customerswith a pressing need for information and great inte-rest in your products and services.

The exhibition fields❯ Earths, turfs and substrates❯ Gardeners’ needs❯ IT Hard- and Software ❯ Ceramics and decoration❯ Shop fitting and furnishing❯ Garden machinery and garden

accessories ❯ Biochemical products/pest

management❯ Merchandising ❯ Publishing houses and

continuing education❯ Animal and pet needs

Special offerBHB members receive 200,–€

off the price of admission.

Interested in taking part in “GardenWorld 2009”? Then request information a.s.a.p. on: +49/(0)69-2424-4774 or by email: langhammer@managementforum.com

or other congresses by these organisers to be sent to me.)

or other congresses by these organisers to be sent to me.)

or other congresses by these organisers to be sent to me.)