Auction continues to innovate: six months full of progress
July 8, 2025
We have been auctioning for more than 100 years. Yet we work on new developments every day to remain the international floriculture platform in the future. In the first half of 2025, for instance, we rolled out numerous new developments, such as the introduction of multi-transaction auctioning. Furthermore, records were broken in the area of Auction Presales. Several developments are also planned in the second half of the year.
Total clock sales (including Eelde) fell with 4.6% last half year to over €1.16 billion (2023 level). Nevertheless, several records were also broken, especially at Auction Presales. Week 19 saw a new weekly turnover record of €8.6 million, and the number of transactions also rose sharply. This clearly shows the effects of last year’s Auction Presales experiments. The average clock price remained stable, but the number of units through the clock fell somewhat, while direct sales remained stable. This changes the ratio between clock and direct somewhat.
KOA update makes buying on the clock easier
A new software version of Remote Buying (KOA) went live in March that makes buying on the clock easier. The number of visible clocks in KOA has been increased from 15 to 22 clocks. This gives buyers a better overview. With the expansion of the number of central clocks, there was a growing need from buyers for this better overview. It is now also possible to choose a layout with 6 instead of 4 clocks in the buy screen. All changes in the new version are listed here.
Multi-transaction auctioning as new standard
In April, multi-transaction auctioning was fully rolled out across all clocks as the new standard. Up to eight transactions per clock stop can now be done simultaneously. Last summer, we started an initial pilot on rose clock C08. That pilot was optimised and expanded step by step, resulting in the full roll-out in April this year. On average, multi-transaction auctioning delivers an auction time reduction of about 15-20 minutes per day. Of course, this varies per clock.
Buyer management for more customer control
A longtime wish of many large buyers with customers abroad was to have more control over these end customers. Thanks to the introduction of a new buyer management functionality, chief buyers can manage daily limits themselves, block or unblock buyers and manage their copper plates. The first users are wildly enthusiastic.
Floriday Daytrade
A new way of day trading via Floriday: Daytrade was also launched. This gives growers the opportunity to market their range earlier, reach more buyers, deliver full trolleys and have Royal FloraHolland take care of logistics. It also opens up new opportunities for buyers as they can buy a wider range earlier in the day and have their trade in the box earlier via different delivery moments. Daytrade is being rolled out step by step to growers who have signed up to the queue. Daytrade is now available at Naaldwijk, Rijnsburg and at some auction groups (Chrysanthemum and Alstroemeria) in Aalsmeer.
Auction preparation and auctioning via Floriday
We have been working for some time to replace our old systems. Step by step, the FloraMondo (FMO) screens are being switched off. Buyers can now buy Auction Presales via the Floriday Explorer. And RFH Pre-Auction has been developed for all auction preparations, such as viewing the clock supply and marking interesting lots. Step by step, we are converting groups of buyers to the new system here.
We will also phase out Remote Buying (KOA) over time. That's why we are developing RFH Auction - the new app on Floriday to buy on the clock. RFH Auction has already been running on a small scale in Eelde since the end of last year. Before we can roll this out more widely, there are still many steps to be taken. There are currently several discussions with buyers with or without their own dealing room to test new screens. We are also investigating various migration scenarios. So for the time being, we are still working with KOA.
Central Auctioning
We are working on a new vision of the future of Central Auctioning, as we now see from practice that the current form is not leading to the result we had envisioned for Central Auctioning. Growers and buyers will be involved in the development of this new vision of Central Auctioning. To this end, we are conducting a few more experiments to determine the most appropriate vision. The current central clocks will remain in place in the mean time.
One of the experiments we will do around Central Auctioning from late summer is to give suppliers a choice in the location order. This is now determined daily via a random location draw, but in practice this does not match growers' supply strategy very well. This experiment will run from late summer on all central plant clocks. Of course, all growers involved will be informed personally.
More information?
If you would like to know more about auction developments, please contact the Customer Contact Centre or your auctioneer.
Total clock sales (including Eelde) fell with 4.6% last half year to over €1.16 billion (2023 level). Nevertheless, several records were also broken, especially at Auction Presales. Week 19 saw a new weekly turnover record of €8.6 million, and the number of transactions also rose sharply. This clearly shows the effects of last year’s Auction Presales experiments. The average clock price remained stable, but the number of units through the clock fell somewhat, while direct sales remained stable. This changes the ratio between clock and direct somewhat.
KOA update makes buying on the clock easier
A new software version of Remote Buying (KOA) went live in March that makes buying on the clock easier. The number of visible clocks in KOA has been increased from 15 to 22 clocks. This gives buyers a better overview. With the expansion of the number of central clocks, there was a growing need from buyers for this better overview. It is now also possible to choose a layout with 6 instead of 4 clocks in the buy screen. All changes in the new version are listed here.
Multi-transaction auctioning as new standard
In April, multi-transaction auctioning was fully rolled out across all clocks as the new standard. Up to eight transactions per clock stop can now be done simultaneously. Last summer, we started an initial pilot on rose clock C08. That pilot was optimised and expanded step by step, resulting in the full roll-out in April this year. On average, multi-transaction auctioning delivers an auction time reduction of about 15-20 minutes per day. Of course, this varies per clock.
Buyer management for more customer control
A longtime wish of many large buyers with customers abroad was to have more control over these end customers. Thanks to the introduction of a new buyer management functionality, chief buyers can manage daily limits themselves, block or unblock buyers and manage their copper plates. The first users are wildly enthusiastic.
Floriday Daytrade
A new way of day trading via Floriday: Daytrade was also launched. This gives growers the opportunity to market their range earlier, reach more buyers, deliver full trolleys and have Royal FloraHolland take care of logistics. It also opens up new opportunities for buyers as they can buy a wider range earlier in the day and have their trade in the box earlier via different delivery moments. Daytrade is being rolled out step by step to growers who have signed up to the queue. Daytrade is now available at Naaldwijk, Rijnsburg and at some auction groups (Chrysanthemum and Alstroemeria) in Aalsmeer.
Auction preparation and auctioning via Floriday
We have been working for some time to replace our old systems. Step by step, the FloraMondo (FMO) screens are being switched off. Buyers can now buy Auction Presales via the Floriday Explorer. And RFH Pre-Auction has been developed for all auction preparations, such as viewing the clock supply and marking interesting lots. Step by step, we are converting groups of buyers to the new system here.
We will also phase out Remote Buying (KOA) over time. That's why we are developing RFH Auction - the new app on Floriday to buy on the clock. RFH Auction has already been running on a small scale in Eelde since the end of last year. Before we can roll this out more widely, there are still many steps to be taken. There are currently several discussions with buyers with or without their own dealing room to test new screens. We are also investigating various migration scenarios. So for the time being, we are still working with KOA.
Central Auctioning
We are working on a new vision of the future of Central Auctioning, as we now see from practice that the current form is not leading to the result we had envisioned for Central Auctioning. Growers and buyers will be involved in the development of this new vision of Central Auctioning. To this end, we are conducting a few more experiments to determine the most appropriate vision. The current central clocks will remain in place in the mean time.
One of the experiments we will do around Central Auctioning from late summer is to give suppliers a choice in the location order. This is now determined daily via a random location draw, but in practice this does not match growers' supply strategy very well. This experiment will run from late summer on all central plant clocks. Of course, all growers involved will be informed personally.
More information?
If you would like to know more about auction developments, please contact the Customer Contact Centre or your auctioneer.
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