Growers can now set their auction sequence when creating an auction letter based on features they can define themselves. For flower grower Qualily and plant grower Vireõ, the new functionality has been beneficial, especially in view of their internal processes. "We don't have to wait all day anymore."
Both Qualily and Vireõ embraced the 'Set auction sequence based on self-defined attributes' functionality directly. Both growers were involved in the preliminary work for this feature. Qualily and Vireõ sell most products through direct trade, but for both growers, selling through the clock is still essential. For visibility and brand awareness, but also to sell products at an optimal price to parties with whom they do not do business directly.
Optimal efficiency
"The auction sequence is very important to us in this respect," Martijn Kwakernaat says. He is Sales Manager at Qualily, which grows year-round fragrant and unscented lilies. Qualily mainly supplies wholesalers and cash-and-carry companies. Martijn: "65 percent we do directly and 35 percent goes through the clock. By using a good auction sequence, for example by price, we get the optimal return from the auction, is our assessment."
Which color first?
That includes Vireõ, the umbrella name for four collaborative plant nurseries. Vireõ supplies wholesalers as well as directly to end customers such as garden centers, supermarkets and flower shops. "Especially for the smaller end customers, the clock is very valuable," says Gert van Klaveren of internal sales. He gives an example of the importance of the auction sequence: "We have Dracaenas of all varieties and sizes. With this, we look closely at the order of pot sizes. But also which color we put in front of another color. That's a very detailed issue for us."
Send off directly
The new functionality allows growers to change the auction sequence up to an hour before the auction. Previously, this was determined on the day before. "In doing so, we had to deliver our 'train' in exactly the right order," Martijn explains. "That meant we were waiting all day for all the products to come in.
"Then we could decide on our ideal order and get everything ready. And only then could the transporter deliver the full train to the auction. Now we can deliver stuff all day long, even as early as 10am. This will affect the whole sector; less transport will be needed in the evening hours. This is a big step forward."
Less stress
Benefits for internal (logistics) processes are also experienced at Vireõ. Gert: "Every trolley that is ready, we can send off to the auction. This is nice because our products come from all kinds of locations, at different times. Because we can determine the auction sequence at the last minute, there is less stress. We can also bring products that are more sensitive to Royal FloraHolland at the last minute. This keeps the quality as good as possible. In addition, this method of working is less error-prone. It sometimes happened that the transporter or the auction put our products in the wrong order. That matters less now."
Less space required
Qualily establishes its own auction sequence for the auctions in Naaldwijk and Rijnsburg. It makes employees' lives a lot easier, says Martijn. "Especially the colleagues at our box in Naaldwijk were happy. "This is brilliant!" they cried, when I told them this functionality was coming. They were building trains all day, with the order changing several times a day. Partly because of this, we also need less space in Naaldwijk, as we no longer have to build up those entire trains on site. I myself was always working on the fictitious auction sequence all day long. Now I just look at the end of the day to see how we are going to do."
Getting used to it
They are also fans at Vireõ, who use the feature mainly in Aalsmeer and Naaldwijk. "It's hard to put numbers on it right now, but we are definitely working more efficiently as a result. I also expect the yield on the clock to increase because of this," says Gert. For buyers, this new functionality takes some getting used to, he hears. "The carts are now often mixed up, which often makes it a bit of a search for buyers who want to see the products physically. That's something they have to get used to."
Martijn adds: "That we work this way is actually incredibly logical. We just had to figure it out together. Ten years from now, we will think: why did we work in such a cumbersome, inefficient way before?"
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