What they needed
UFG is New Zealand's largest flower marketing company, running auctions in Auckland, Wellington and Christchurch for growers and buyers. They came to us for a modern web presence. During scoping a bigger opportunity showed up: a member platform that would give growers and buyers a reason to engage, and take the manual work out of booking into auctions.
What we built
A marketing website with a member portal behind it. The site gives growers and buyers their own entry points and sets out the three services UFG offers. In the portal, members see average auction prices by variety, their product codes, their own products and the grower resources, and book into auctions online. Working with UFG's technology partner Unify, we integrated the auction and product systems, so members see the same prices and products the auctions run on. The portal supports more than 2,000 members and in the order of 100,000 product SKUs.
What changed
Online bookings grew around 10x after the feature launched, and the portal now handles more than 10,000 auction bookings a month. The manual work of taking bookings by hand went with it.
Where it goes next
The engagement has been ongoing since 2016, with continuous upgrades and new features as UFG's operations change.
