Towards a future-proof clock: auctioning via Floriday

The clock is a crucial purchasing and sales method for many of our customers. Only through continuous innovation have we been auctioning for more than 100 years. And we want to continue doing so for another 100 years. That is why we are now renewing the auction system and working with Floriday to build the digital platform for the entire floriculture sector. In doing so, we are gradually saying goodbye to outdated systems such as FloraMondo (FMO) and remote buying (KOA).

Technological developments

From a large clock on the wall with a rotating hand to KOA software on large desktop PCs in 1997. Auction halls are closing because nowadays everyone buys from a dealing room or office. Technological developments are advancing rapidly, which is why we’re working on a new digital auction clock that’s easy to use with any web browser. This new clock, called “RFH Auction” is accessible via Floriday. Updates will happen automatically in the future, without the need of physical software updates on your laptop. This way, we can develop and roll out new features much faster.

Crucial for continuity

KOA has been around since the 1990s and is built on technology that is no longer future proof. This includes limited security options and outdated network protocols. This poses risks: a higher chance of malfunctions, delays and even complete clock failure.

With RFH Auction, we’re building a stable, secure and scalable infrastructure. This will ensure that the clock remains reliable, now and in the future. Continuity is in everyone's interest, and without this innovation, the future of auctioning would be at risk.

Development in collaboration with buyers

The Royal FloraHolland development team has conducted extensive research into the buyers’ needs and how they use the current clock. In one of these studies, we used a special “eye tracker” tool to measure where users look on the screen. By tracking buyers’ eye movements during the purchasing process, we could see which parts of the clock are viewed the most.

Based on all this data and these discussions, we created new layouts for the new RFH Auction clock. These designs were tested in multiple sessions with buyers in Naaldwijk, Rijnsburg and Aalsmeer. After incorporating their feedback, we now have a validated design for the dealing room setup. The design for the laptop version is being developed in the same way, through research and close collaboration with buyers. Step by step, we are working with users to determine what provides the best experience.

Roll-out of RFH Auction & RFH Pre-Auction

Since the end of last year, the Eelde hub has been auctioning entirely through Floriday. This allows us to test, experience and improve on a small scale. For the major export hubs in Naaldwijk, Rijnsburg and Aalsmeer, adjustments are also needed to the underlying network architecture and connected systems. These include systems for the draw, auction group determination, auction schedules and forecasts.

Together with buyers, we’ll continue to develop RFH Auction until we’re ready for a broad roll-out across all hubs. This is expected to take several months to a year. As a buyer, you can gradually get used to the new way of working in Floriday by starting now with the new app for auction preparation: RFH Pre-Auction. This is the new central place in Floriday for viewing and marking clock supply. Want to know more? Watch the introduction video here.