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Cases Dutch Flower Group
A colorful strategy for growth
Creating a happier and greener world.
Dutch Flower Group (DFG) is an organization of more than 30 trading companies, who together serve the entire international floriculture chain. Together they create a happier and greener world by letting millions of customers enjoy flowers, plants and decorative greenery every day. DFG’s yearly revenue is over 2 billion euros.
One of DFG’s main brands asked Newcraft to help reach strategic goals such as digitization, and shape a future proof commercial and digital strategy for sustainable and profitable revenue growth.
Fact-based decision making
We started with an assessment of the current commercial organization, digital channels, IT, commerce ecosystem and digital capabilities. The way of working and technical development of their platform was in scope as well for several companies.
Data analysis was a key part in the commercial optimization process in which we focussed on how to improve margins, revenues and reduce costs. Crystal clear facts became key for decision making whereas gut feeling was used before. We supported the entire commercial department in working with data in a structured way, and developed an email marketing framework to support commercial and operational messaging.
Our Data Accelerator is put into work to increase margins, rationalize product stock and improve logistics. Dynamic pricing and product recommendations are high priorities on the roadmap. Decision making processes have been accelerated and have improved considerably.
Fact-based decision making
We started with an assessment of the current commercial organization, digital channels, IT, commerce ecosystem and digital capabilities. The way of working and technical development of their platform was in scope as well for several companies.
Data analysis was a key part in the commercial optimization process in which we focussed on how to improve margins, revenues and reduce costs. Crystal clear facts became key for decision making whereas gut feeling was used before. We supported the entire commercial department in working with data in a structured way, and developed an email marketing framework to support commercial and operational messaging.
Our Data Accelerator is put into work to increase margins, rationalize product stock and improve logistics. Dynamic pricing and product recommendations are high priorities on the roadmap. Decision making processes have been accelerated and have improved considerably.
Unlocking potential
After this program, we’ve explored the future by analyzing strategic options and defined a new (commercial) strategy with a healthy growth potential over a period of 3 years. Currently we are preparing next steps to implement this strategy into a tangible growth plan and help to unlock commercial potential.
Unlocking potential
After this program, we’ve explored the future by analyzing strategic options and defined a new (commercial) strategy with a healthy growth potential over a period of 3 years. Currently we are preparing next steps to implement this strategy into a tangible growth plan and help to unlock commercial potential.
