Tesselaar expands sales strategy with Floriday Daytrade: "Greater reach with customers"

As a grower, you know how important speed and flexibility are in the floriculture sector. Luttelgeest-based Tesselaar Alstroemeria, which specialises in high-quality Alstroemeria, shows how they have expanded their sales strategy with Floriday Daytrade, making their day-trade sales process even smarter and more efficient.

With over 30 million stems a year, spread over three nurseries and a cultivation area of 10 hectares, Tesselaar is an established name in the industry. The focus is entirely on Alstroemerias, a year-round product with which the family business delivers quality day in and day out to customers around the world.

Floriday as the central sales hub
Tesselaar has been working entirely through Floriday since the end of 2022. "We believe in the power of working digitally and do so through Floriday," says Ilse Vink, sales and back-office coordinator at Tesselaar. "Much of the cut flowers are sold through the clock. We look at each period to see what we want to sell in day trading in addition to the fixed lines we run especially in the summer period."

Daytrade as an additional sales channel
"Daytrade is deployed as an additional sales channel besides the fixed direct lines. We hope that this will enable us to respond even better to current market demand. Stock is cleverly distributed: what is harvested today will be at one of the hubs at 4am the same night and available to buyers the very next morning. It is then in stock for 1 day so the buyer can order from here. What remains unsold will be put on the clock a day later. When feeding Daytrade, we also always ensure a minimum percentage goes to the clock. As a company, we always want to be visible on the clock."

First experiences: speed and flexibility
Initial experiences with Floriday Daytrade have been positive. "The speed with which you make your supply visible and sell it is really a big advantage. We find that small buyers can more easily order small quantities, which in turn creates new sales opportunities. Orders that we were previously unable to deliver, because delivering smaller orders by 3pm from Luttelgeest is an impossible task. Now we can send everything off to RFH on one trolley and deliver from our stock location at the hub. This logistical relief is very nice! In addition, we are offering buyers even greater speed of delivery, which was not previously the case with clock pre-sales".

Tips for other growers
For growers still hesitating to get started with Floriday Daytrade, Ilse has a clear message: "You create more sales opportunities without letting go of your existing channels and customers. It offers an opportunity to also cater for smaller orders without you having to do the work. And if you participate: make sure you also let your buyers know about it by alerting them to your Shop in Floriday, for example."

"Our reach with customers has increased"
Daytrade was initially only available at Rijnsburg and Naaldwijk and recently also at Aalsmeer for the chrysanthemum and alstroemeria auction groups. Ilse: "Recently, we have further expanded our supply for Daytrade to the Aalsmeer hub. We have noticed that this has been well-received by customers and we are seeing an increase in orders for same-day delivery". Ilse also points out that more customers are finding the Alstroemerias: "By opening up our offer through Daytrade, we have noticed that the range of customers has also increased significantly. Enquiries with buyers tell us that they are also satisfied with the time slots offered and the quick delivery of the products. We can say that Daytrade has really become an integral part of our sales strategy".

Would you also like to get more out of your day trading? Discover the possibilities of Floriday Daytrade and make your sales process even smarter and more efficient! Simply sign up for Daytrade via the Floriday dashboard and we will contact you to get started.