Customers central to FloraHolland's new commercial organization
Up until now the guiding principle for the commercial organization of FloraHolland has been sales instruments, with one department responsible for clock affairs and the other for direct transaction affairs. Growers and buyers, meanwhile, work with a mix of sales instruments, i.e. the clock, direct sales and digital sales, and seek commercial advice on how best to exploit such a mix. In response to this demand, FloraHolland is restructuring its commercial activities. The separate departments for the clock, direct sales and digital sales will be replaced by two commerce departments: Product Commerce and Services Commerce.
Product Commerce will advise individual growers and buyers on matters concerning product and sales instruments, considering questions such as: What kind of company do you have? Which product do you grow/are you looking for? What is your market? Which sales/purchasing mix suits you? Commerce Services maintains the primary contact with growers and buyers and ensures that the existing and new services portfolios are in line with the needs of growers and buyers. In addition, this department is also responsible for member loyalty to the cooperative. These changes will result in more effective, centralized commercial service provision, which can be provided by fewer people.
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