Defined and accelerated digital focus areas
Royal FloraHolland is the world’s largest flower auction company with an annual turnover of €4BN+ and over 4,000 members. As part of its strategy for 2020, Royal FloraHolland has set the ambition to have €1BN in turnover on its online platform. To ensure the online platform fits the needs of the rapidly changing industry, Royal FloraHolland asked SparkOptimus to help design the transaction platform of the future.
“SparkOptimus managed to rapidly grasp the changing dynamics of our industry, while bringing the expert external perspective to the table that we needed to design the transaction platform of the future, and help us move forward quickly.”
Ronald TeerdsProgram Director “New Auctioning”
First, we interviewed growers and customers, as well as internal experts at Royal FloraHolland, and analyzed trends in the value chain to define key future needs of growers and customers. Next, we identified potential initiatives and functionalities for the transaction platform that fulfill these needs. Finally, we balanced and prioritized the initiatives, resulting in an envisioned direction for the transaction platform.
By combining SparkOptimus’ expertise of digital disruption and online transaction platforms with Royal FloraHolland’s industry knowledge, we jointly designed a clear and comprehensive direction for the transaction platform of the future that can be validated further with Royal FloraHolland’s members and customers.