Developed in collaboration with buyers: the new auction clock on Floriday

The new auction clock on Floriday – RFH Auction – is getting closer with every step. What makes this development special? Right from the very first sketches, we have been collaborating closely with buyers. Their feedback has been the common thread running through the entire process: from the initial exploratory phase to today’s live testing. 

From initial idea to setting the course

The development of RFH Auction began through discussions with buyers and their real-world experience. Together with them, we explored what is needed for the auction clock of the future. These insights provided both technical direction and guidance for the initial designs. Various designs were shared and discussed with buyers, both at their own locations and at the RFH hubs. This meant it became clear early on what worked – and what could be improved.

Testing, improving and testing again

Following the initial designs, we continued testing together. Buyers actively participated in various phases, including design reviews, specific user tests and field tests at the customer’s location.

During these tests, the entire process was examined: from preparation to bidding at the auction and the subsequent administrative fulfillment. The feedback provided by buyers was incorporated directly into the further development at every stage. Among other things, the auction overview, the display of upcoming batches and the operation of the main and secondary clocks were improved step by step.

“The process is very transparent. You’re fully involved and kept in the loop regarding the changes. During the test, the team really listened to the feedback and I was able to clearly point out what was missing for us. They took a close look at how KOA currently operates and much of that has been incorporated into the new system.” - Raymond Nederpel, co-owner of Paul Vreugdenhil Blumengrosshandel BV

On-site testing with buyers

These ‘field tests’ have proven to be hugely valuable. Here, we tested a working version of RFH Auction in the buyers’ day-to-day working environment. Buyers with a variety of set-ups took part – from small to large, from laptops to dealing rooms.

Initial reactions have been positive and we’re receiving good feedback. Buyers say they understand the system well and that it fits in with their way of working. There are some areas for improvement, and that feedback is provided in very specific terms.

“The field test was set up very ‘realistically’ and our buyers were making purchases against real auctioneers, which made for a good test that felt very natural. I think the test went well overall; I don’t really have any specific points that I feel could have been improved in terms of how the test was conducted.

There are currently developments within RFH that haven’t been properly thought through and are being implemented, but the new clock looks very promising. The clock’s appearance is different, but the feel of it isn’t.” - Thijs Koning, Koning Nieuwendijk Flowers and Plants

Building the auction clock of the future together

What all phases have in common is the close collaboration between buyers, developers and auctioneers. Buyers are constantly given the opportunity to provide input. Development teams translate this feedback directly into improvements. And the auctioneers also test whether the system works well in practice. In this way, we are collaborating, step by step, on a future-proof clock.

From small-scale to full roll-out of RFH Auction 

The next step is drawing ever closer. This summer, we will be upgrading the technology behind the clocks. This autumn, phase 3 will begin with a small-scale roll-out (pilot) involving a limited group of buyers. During the pilot, these buyers will actually buy via RFH Auction rather than via KOA. In this way, we will test together whether everything is ready for a full roll-out. The training programme for all buyers is likely to start in October. After that, everyone will be able to switch to RFH Auction at a pace that suits them.

Together we make a difference

RFH Auction is not a system built ‘by IT’. It is a product developed in collaboration with buyers and based on their experience. Thanks to the involvement and feedback of these buyers – at every stage of the process – we are building an auction clock that works. Today and in the future.