Almost 50% of orders placed with the leading group of florists are made via Floriday’s Supply catalogue

The leading group of flower growers is making significant strides in the further digitisation of direct trade. In a short space of time, the proportion of orders based on growers’ current supply within the leading group has risen to 46 per cent. At the same time, the leading group is now roughly halfway through the process of migrating direct VMP links to Floriday for its largest buyers.

This year, the Flower Leading Group is continuing to work on a method of digital trading that offers added value for both growers and buyers. By placing orders as far as possible based on growers’ current supply in Floriday, a more efficient and reliable trading process is created. Buyers have a clearer picture of what is actually available, whilst growers can make their current supply available more easily and to a wider audience. In this way, together we are making the flower trade simpler, more up-to-date and future-proof.

A joint effort

This joint effort is yielding excellent results. Whilst the percentage of orders based on supply within the leading group was still around 25 per cent a few months ago, it has risen to almost 50 per cent in a short space of time. The leading group is thus making a clear shift towards a working method whereby buyers place orders themselves based on growers’ available stock.

This development is a key ambition within the leading group. Danny van Uffelen, Product Manager at Zentoo: “The more transactions that are concluded based on the supply available in Floriday, the more growers and buyers benefit from the advantages of digital trading via a single shared infrastructure. This makes the trading process simpler, more efficient and more scalable, with less reliance on separate interfaces and working methods.”

Direct VMP connections to Floriday

A key step in this process is the conversion of the direct VMP connections with buyers, who are being migrated to Floriday in phases. The process is now roughly halfway through. This is not merely a technical conversion. For each buyer and grower, we are assessing what is needed to ensure trade runs smoothly via Floriday. Supply listings in Floriday are being properly organised so that they are correctly incorporated into buyers’ procurement packages. Over the coming period, the remaining migrations will be further supported, with 1 December as the joint milestone.

Improving Floriday together

The flower leading group also actively contributes insights from day-to-day flower trading and actively contributes ideas for improvements to Floriday that make it easier to do business digitally.

• For example, they have contributed ideas on the new ‘Daily Prices’ feature and the supply filters that enable buyers to filter the supply so that the right products are shown to them.
• Work is now underway on the transaction reference. A buyer can choose to use the reference in Floriday when registering a delivery. This reference then appears on the delivery note as a barcode, and stickers featuring the same barcode are available to download from Floriday for growers.
• Broader improvements for the flower trade, such as making it easier to manage recurring appointments and enhancing supply and user-friendliness, also address issues raised by users in practice.

The flower sector’s leading group comprises representatives from the following companies: Arcadia, Borst Bloembollen, Holstein Flowers, Moerman Lilium, Jac. Oudijk, Kwekerij Vicini, Together2Grow, Unicum Freesia and Zentoo. Together, these growers are taking the lead in the further adoption of Floriday within the flower sector. The leading group is supported in this by Floriday and Florpartner.