Buyers' Platform: 'We need to fulfil the promise of quality'17 March 2016
How do we ensure that consumers buy more flowers and plants? That is one of the topics being discussed by the Buyers' Platform.
The Buyers' Platform considers developments in the horticultural sector and within Royal FloraHolland. For example, what is a good marketing approach? Marketing manager Laurens Lijding recently joined the platform to talk about his vision of this topic. "Products with a clear position and brand can vary in price. That provides opportunities for flowers and plants. It starts with recognisability: consumers only develop a preference for a product when they recognise what they are buying. Flowers and plants can be linked to important emotional values. And that is what can be addressed by good marketing campaigns. The best approach is to introduce a brand for a small portion of our products and then build it up slowly."
The members of the Buyers' Platform reacted to this in different ways. They emphasised that we must primarily fulfil our promise of delivering quality products. The quality at the start of the chain must be good and remain good along the chain.
Better clock information
Buyers have different needs. How can Royal FloraHolland adjust the service provision on the basis of those needs? The Buyers' Platform argues for better and more reliable information at the clock. This is a point that Royal FloraHolland is working on actively this year, stresses Servaas van der Ven, Commercial Manager. "The path we had taken wasn't the right one. To improve this situation, we are going to implement acceptance tests, among other measures."
Stimulus to IT
Another point of attention is IT. Buyers often deal with IT issues themselves, as became apparent from an inquiry made by Royal FloraHolland. They want to get going on an IT vision for the horticultural sector. "We are falling behind as a sector and we really have to stimulate the situation," expressed the participants.
Evaluation of Buyers' Platform
The Buyers' Platform consists of around 20 buyers, owners and directors of companies from all trade sectors. The chair of the platform is CEO Lucas Vos. The reactions to the discussion were positive. The participants appreciated the exchange of information and enjoyed talking like this about recent developments. They also suggested topics for further discussion.
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