Increasing numbers of flower growers are looking for smarter, clearer and error-free ways to present their stock to customers, particularly when working with multiple administration numbers. SK Roses is one of the first cut flower growers to be testing the revamped feature on Floriday. Sales manager Leon van der Linden explains how “selling through a sales organisation” combined with multiple administration numbers has simplified their sales process, and what that brings to their customers.
SK Roses was established in 1981 and today cultivates seven hectares of Avalanche roses. The company supplies 40 million stems annually to 175 direct customers and over 1800 clock auction buyers, 95% of whom are Dutch exporters. Leon has been Sales Manager since 2013, handling both sales and delivery to auctions and customers. Where previously almost everything went via the clock auctions, 70% now goes directly, with ambitions to grow this to 80%.
Working with multiple administration numbers
SK Roses works with multiple administration numbers for various qualities and colours of roses, which means they can supply the desired products to different types of customers. They feel the issue had been obvious for years: customers needed to be able to combine these different qualities and colours of rose on a single order, without getting stuck with order quantities or different administration numbers. “We had wanted that for so long,” explains Leon. “Previously, this was not technically possible.” With the new feature on Floriday, linked to their Greenmaster software, this is now a reality. Thanks to the API link between Greenmaster and Floriday, it now happens automatically, so the team hardly notices any change in day-to-day operations.
The difference for customers is significant, however. A number of regular customers used to come up against obstacles (including minimum order quantities for each separate administration numbers). Now they can buy online directly from one shop, combine everything and place orders seamlessly. The reaction? “Very positive. Bringing the range of multiple administration numbers together within one shop really makes things easier for buyers.”
Less manual work, more control through a single shop
This feature not only offers the buyer convenience, it also saves a lot of time at SK Roses. Manual merges are a thing of the past. The shop also offers SK Roses the opportunity to categorise their own range into collections and highlight extra qualities. Leon makes good use of this visibility: “When a crop changes, I want to highlight those new products. This is entirely possible in our Floriday shop."
On the roadmap
This feature had been on the roadmap for some time. It took a while for this one to be adopted, but it now provides greater clarity, improved structure and a more professional presentation to customers. And that pays off, because visibility is essential: “At the end of the day, what matters most is that the customer can find us easily. And that has greatly improved!”
Are you also working with multiple administration numbers on Floriday?
Are you also working with multiple administration numbers? And would you like to present your full range to buyers more clearly, so they can combine different colours or brands on one order, among other things, without getting stuck with order quantities or different administration numbers? Check out our Helpcenter page or just contact Floriday's support team or Floriday expert to discuss this feature and find out what it can do for your business.