Carlyx & Corolla Case Study

Carlyx & Corolla Case Study

Calyx & Corolla (“C&C”) succeeded with its unique direct grower-to-customer delivery system where the customers received their flowers directly from the growers, a cost-effective and customer conscious system. Their biggest strength was the overall quality of delivered flowers. Freshness and longevity was a result of maintaining an excellent relationship with affiliated growers and the use of FedEx ensured fast and safe delivery. Moreover, the congenial corporate culture cultivated by a strong leadership focused on employee morale and development of cohesive teams, resulted in high job satisfaction among the staff and allowed C&C to stand out from its field.

Another component for their success was the development of their website. Calyxflowers.com was created to provide convenience to customers with email confirmations, online tracking and order history. Its beautiful product page layouts, an excellent transference of content from their catalogs to the web, as well as easy to navigate designs has helped C&C to reach a wider audience with a reduction in costs.

On the other hand, several obstacles C&C had included seasonality of sales, high dependence on the catalogue mailing marketing approach and a lack of geographically diversified suppliers to be able to account for unexpected weather change. In addition, not only did the flowers arrive in a FedEx package detracting from potential marketing opportunities for C&C, but C&C did not have alternative methods of delivery in case of a potential disruption to FedEx’s delivery system.

In order for C&C to grow further as a business, they should focus on building out a cross-promotional model and target marketing efforts to corporate clients to expand their revenue and stabilize their earnings during non-peak months. Efforts to attract more customers to C&C's Continuity