Consumer flower delivery is a business segment, long characterized by its traditional forces based around seasons. One person who has tried to alter this paradigm has been Christina Stembel, who started Farmgirl Flowers. She quickly realized that this segment required much innovation, so steeped it was to its earlier ideas. In addition, the chain was affected by a lack of consistency, poor price- control and too much choice due to lack of consolidation. Stembel did not even have much of social connection, so digital marketing was never going to be her forte. Nor did she have enough investor capital. But the company focused on growth, stayed true to its values and committed itself to specific goals set. All this led to tangible success, as the company recorded revenues worth US$ 23 million in 2018.


Uploaded Date:14 October 2019

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