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 is a godsend, 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 per cent we do directly and 35 per cent 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 colour 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 centres, 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 colour we put in front of another colour. That's a very detailed issue for us."
